Study Shows iGaming Players Not Happy with Sign-up Process
When it comes to online casino sites, players want to have access to secure and quality gaming. Before any real money play can get started, players must sign up for an account. This process usually takes just a few minutes and requires a few personal details. A recent study conducted by Trulioo has shown that players are not happy with the process at many online gaming sites and operators are losing out on potential customers due to the frustration at sign-up.
The study took a look at players in the United States as well as the UK, finding that customer satisfaction is far lower for online gambling registrations than in other industries where players sign up for accounts, such as at retail or finance sites. More than 50% of those surveyed said they stopped the online gambling registration process due to frustrations.
The Canadian company of Trulioo helps companies comply with know-your-customer and anti-money laundering regulations by providing online identity confirmation and document validation services. From the study, over 2,000 players were surveyed and were found to be tired of the process of registration and want to see it streamlined.
Players were asked about online site registration in four different categories: online gambling, retail, marketplaces and finance. Only 33% of those who took part in the survey were very satisfied with the online gambling registration process.
Those taking part in the study were asked what might make them stop creating an online account at a gambling site. Responses including being uncomfortable in providing personal information and lack of transparency as to why the site needed such information.
iGaming sites require the personal information to ensure that the site remains secure. Identity verification is important to thwart any potential identity theft issues as well as other concerns. It is for player protection, but players are seemingly not understanding why that is.
In the survey, over 40% of participants stated they are unwilling to provide a photo or drivers license scan. 50% said they would not provide a photo of themselves to an operator.
Offshore Sites Posing a Threat
Because players are frustrated with the signup process, the offshore online gambling industry is currently posing a significant threat. Tighter regulations in states that offer legalized online casino gaming, sports betting and poker cause the signup process to be somewhat lengthy. Players might opt to use offshore sites instead so that they don’t have to complete the longer registration.
Of those surveyed, more than half from the United States said they had opened an account at a site that is located outside the country. This statistic should be disconcerting to operators in the US as they are losing out on players. However, the process of registration cannot be changed as the information is needed to ensure player identity and security.
So, what is the solution? It could be that online gaming brands in the US needs to provide details as to why the information is needed during signup. If players understand why they need to provide the additional details and the need for a lengthier process will help to ensure players keep going instead of stopping halfway.
Identity verification may seem overwhelming or burdensome, but it is there to protect the players. Hopefully, those in the US can fully understand the reasoning behind the process and will use the US sites in the future.