Does gaming have a contactless future?

Does gaming have a contactless future?

Wednesday, September 23, 2015
Prasannaa Muralidharan said that operators must keep up with customer habits

Prasannaa Muralidharan, head of payments at PokerStars’ parent company Rational Group, believes that the rise of touch-based payments could create big changes in the online gaming industry as customers come to demand easier transactions. 

Muralidharan told TotallyGaming.com that contactless payment options will affect the behaviour of consumers, and whether banks allow online gambling companies to accept these types of transactions will be a key development for the industry in the coming years.

Contactless payment systems include credit and debit cards, key fobs and smartphones, and some manufacturers claim they can make transactions twice as fast as conventional card payments. 

“Touch-based payments will be a very interesting area to watch,” Muralidharan said. “From a product standpoint we will see which products become mainstream with customers in Europe for online purchases, and whether banks start accepting this for online gaming.

“From a customer impact standpoint, we will see whether the ease in transacting causes players’ deposit habits to change.”

Muralidharan was speaking ahead of next month’s EiG 2015 in Berlin, where he will take part in a session titled ‘Mobile payments: Improving customer retention at payment level’.

Muralidharan said that it is key for operators to understand their customers’ spending habits if they are to be successful.

“We try to optimise the payment process to make it as easy as possible for players to use - enabling players to deposit when they want, how they want and as much as they want,” he said.

“With that in mind, we measure our conversions, deposit yield and processing cost metrics. We have had many successful initiatives relating to each of these. It is key to understand customer motivation and issues that drive their current behaviour.

“Building on this, we can then integrate new methods, tweak product flows, user interface and campaigns based on this, to achieve the necessary optimisations.”

* EiG 2015 takes place at Arena Berlin from October 20-22. To find out more or register please visit www.eigexpo.com

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