We address the in-game behaviours that can be identified to prevent fraud and enhance social responsibility, and how they can be evaluated and mitigated in real-time. -Learn to recognise problem gambling behaviour indicators -Discover real-time approaches to prevention -Find out what risk triggers there are

1. Agenda

2. HOST:
Mark Robinson
Chief Executive Officer
Real-time approaches to
fraud and social
responsibility

3. AgendaOur background
✦ Founded in 2010
✦ Offices in Europe and US
✦ Valuable blend of gaming and CRM heritage
✦ Improve online experiences by understanding player
journeys
✦ Using big data, analytics and realtime marketing
✦ Working with the biggest names in games and gaming
✦ Experts in targeted CRM and gamification across all
platforms
✦ Reviewed as leading analytics and real-time CRM
provider

4. AgendaKnow your VIPs
✦ Tell one from the other?
✦ Optimize acquisition and retention of Casual VIPs?
✦ Manage the compulsive behaviours of problem
gamblers to avoid self exclusion?
✦ Stop fraudsters before they do serious damage?
✦ Dis-incentivise scammers?
HOW DO YOU…
CASUAL VIP PROBLEM GAMBLER
FRAUDSTER SCAMMER

5. AgendaKnow your VIPs
CASUAL VIP PROBLEM GAMBLER
FRAUDSTER SCAMMER
✦ Tell one from the other?
✦ Optimize acquisition and retention of Casual VIPs?
✦ Manage the compulsive behaviours of problem
gamblers to avoid self exclusion?
✦ Stop fraudsters before they do serious damage?
✦ Dis-incentivise scammers?
HOW DO YOU…

6. AgendaKnow your player & know your game
DEPOSIT DATA GAME DATA

7. AgendaProblem gamblers
✦ GambleAware promotes staying in control while
you play
✦ Self exclusions are 4x the value of average
punters
✦ Fragmented nature of self exclusion reduces
effectiveness
✦ 50% increase in self exclusions
✦ The European problem gambling rate is
0.5 to 3%
✦ Focus is on cure rather than prevention
SOCIAL RESPONSIBILITY:
PROBLEM GAMBLER

8. AgendaSocial Responsibility: Problem indicators
✦ Put limits on time and money
✦ Stay within a budget
✦ Can afford the losses
✦ Play for fun with friends
✦ Understand that gambling is just a
game
✦ Have the attitude of “hope to win” but
“expect to lose”
RECREATIONAL VIPS:
✦ Exceed limits (time & money)
✦ Experience financial problems
✦ Have experienced difficulties with relationships, work
or moods
✦ Feel ashamed about gambling
✦ Constantly think about gambling
✦ Borrow money for gambling
✦ Gamble to win back losses
✦ Gamble until all the money is gone
✦ Feel desperate: “I deserve a win, I need a win.”
✦ Lie about their gambling or try to hide it from others.
PROBLEM GAMBLERS:

9. AgendaReal-time approach to prevention
EVALUATE BEHAVIOUR
OF SELF EXCLUDERS
IDENTIFY PROBLEM
TRIGGERS IN
THEIR GAMEPLAY
SET PERFORMANCE
THRESHOLDS THAT
INDICATE RISK, AND
RISK SCORES
CREATE
SEGMENTATION
CRITERIA
AB TEST
EFFECTIVENESS
& IMPLEMENT
✦ Responsible gaming
✦ Long-term player retention
✦ Reduced self-exclusion
OUTCOME:

10. AgendaRisk triggers
✦ Balance at end of session
✦ Increases in deposit amounts & frequency
✦ Ave stakes as a % of deposits
MONEY:
✦ Session length
✦ Time of day
✦ Return frequency
PLAYING TIME:
✦ Increases in stakes following a loss
✦ Monotonous patterns of play
ATTITUDE TO RISK
✦ Self select limits at account set-up
✦ Changes to limits
✦ Applies to all demographics
CRM
Focus on extreme behaviour scores

11. AgendaReal-time interventions
✦ Limit the size of stake as a % of deposits
✦ Incentivise stopping and returning with free plays
linked to remaining funds
✦ Offer players the opportunity to opt-in to time
blockers
✦ Provide free plays after a player loses heavily
✦ Provide warnings
✦ Prevent further deposits for the day
✦ Restrict stake sizes
✦ Disrupt monotonous patters of play with new games
Make your game a safe environment & be generous
– these players are valuable!
PROBLEM GAMBLERS CAN BE IDENTIFIED
AND ACTED UPON IN THEIR FIRST SESSION

12. AgendaFraudsters & scammers
✦ Highly organised fraudulent social networks
✦ Incredibly successful lone exploiters
✦ UK Gambling Commission CEO calls on
industry to use data expertise on social
responsibility and detection & deterrence of
crime & fraud
✦ Can take up to 3 weeks to identify fraud
FRAUD & EXPLOITATION:
FRAUDSTER & SCAMMERS

13. AgendaFraudsters & scammers: The problems
✦ Game exploiters
✦ Money laundering
✦ Match fixing & doping
✦ Inside information
✦ Poker sharks
✦ Rigged odds
✦ Credit card fraud
✦ Scamming sign-up bonuses
PROBLEMS:
You need to continually outsmart the fraudsters
“20%+ of all online financial frauds can be attributed to online
(virtual) gambling."
Europay

14. AgendaFraud: Spot the spike
✦ Fraud relies on being hidden amongst the vast weight of
data.
✦ For it to work for the fraudster, the payback has to be high.
✦ With deep game data, you can measure normal activity
against every game parameter, so fraudulent activity stands
out like a sore thumb.
✦ When you know your game parameter norms, you can set
real-time triggers to uncover the situation, identify the users
and mitigate the problem in real-time for future suspects,
without affecting normal players.
Unusual behaviour always stands out

15. AgendaScammers: Remove the incentive
✦ Successful scams depend on anomalies or weaknesses in
the game that often exist to maximise the attractiveness of
sign-up bonuses.
✦ These weaknesses are often a calculated risk, because you
can’t control how incentives are applied in the game, but
you need to competitively have highly attractive incentives.
✦ With real-time interventions, you can control who receives
what incentives how and where in the game incentives can
be applied, allowing you to remove barriers for true VIPs
one they start playing.

16. AgendaReal-time approach to fraud prevention
✦ Significant fraud stopped in its tracks
✦ Low-level fraud identified for further investigation
✦ At-risk users quarantined
✦ Detection work becomes much more focused
OUTCOME:
Identify the
combinations of
metrics that could
indicate fraud
Set the levels at
which risk scores
are accumulated for
each parameter
Set the trigger
levels for real-
time mitigation
engagements
Create and test
real-time
mitigations
Focus data-mining
on alerts and
daily risk reports

17. AgendaReal-time interventions
✦ Limit the size of the bets by game/event
✦ Quarantine the account pending investigation
✦ Require authentication of the account
✦ Provide warning notifications
✦ Stop users from making deposits/ withdrawals
✦ Move players who are being preyed upon to safe
tables (Casino Sharks)
✦ Prevent cashing-out
✦ Control how incentives can be applied within the
environment
POTENTIAL FRAUD IS UNCOVERED AND ACTED UPON - LIVE

18. AgendaHow deltaDNA optimises gaming

19. AgendaThe winning formula
✦ Single view of player
✦ Deep and rich data
✦ Multi-channel CRM
✦ Lots of opportunities to enhance the player
experience
✦ Applications in fraud and problem gambling
✦ Positive impact on both GGR and NGR!
✦ Consultancy support to build self sufficiency!

20. Thank you!
deltaDNA
HOST:
Mark Robinson
Chief Executive Officer
info@deltadna.com