EML's Impressive New Gaming Proposition Allows Operators To Create A Seamless, Secure And Cost-effective Customer Journey

In the run-up to the major ICE London gaming event in April, Oliver Middleton, Director of Business Development Europe at EML (ASX: EML) (S&P/ASX 200) and Nick Raper, Director U.K. at Nuapay, sat down for an exclusive interview about the market-leading solution. They began by providing a comprehensive overview of the current gaming landscape.

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EML introduces sleek, real-time immediacy to gaming operator environments. (Photo: Business Wire)

(Oliver Middleton)
''The digital world has created a loyalty problem as customer churn is a significant issue. Gaming operators need to keep their customers engaged through compelling loyalty propositions that make everything seamless.

Historically, EML has supported gaming operators by providing a payment solution for a branded payment card that enables instant payouts. Typically, these instant payouts are winnings. Like muscle memory - the customer has a branded loyalty payment card, and the funds go onto the card instantly. They'll likely use the card again to place another bet, which drives more revenue for the gaming operator. Our loyalty proposition creates revenue.

EML's gaming proposition is far more holistic with our open banking capabilities. Not only does EML support instant payouts straight onto the winnings card, but we've also now got deposit functionality, making the EML gaming payment solution a holistic solution for gaming operators. With the open banking-based deposit functionality, customers can make instant payments, and gaming operators receive funds faster. Those funds are sent more securely, and the customer journey is seamless, creating a better value proposition. It's also cheaper to initiate payments through open banking than debit and credit card acquiring.''

(Nick Raper)
''A major aspect hitting home with gaming operators and other merchants more broadly is the immediacy of payment and payout and what that means from both a merchant or operator perspective; in terms of having the funds in their account, certainty and security of the funds. Open banking helps operators reduce risk and hence their gaming yield by knowing there won't be any chargebacks or associated fraud.

Two areas are significant issues for gaming operators at the moment.

One is around the whole affordability piece. Can a player actually afford to play - can they afford to bet the, let's say, £500 top-up? Gaming regulators have more oversight to ensure operators do their affordability checks today, and open banking has an excellent opportunity to help assess affordability. Open banking streamlines the process of collecting and evaluating a customer's data. It makes the process simpler, so when a player wants to increase limits or an operator needs to undertake enhanced due diligence, they don’t add unnecessary friction, sending a player away to bet with another operator instead.