Degree 53, an award-winning mobile and game development company from the UK published a UX review related to the new age and identity verification process that was introduced earlier this year. This review follows the regulatory changes imposed by the UK Gambling Commission. The UK Gambling Commission issued a change that affects the verification of customers at the point of registration. By publishing this review, Degree 53 examines customer experience and points on the issues which could hamper the operator’s work rate.
They reviewed some big names like Paddy Power, Ladbrokes, and bet365 and tried to find out how they fared the new rules and regulations.
This new change affected all operators in the UK.
Not so long ago, to place a bet, the user only had to register and deposit the money. The customers had 72-hour windows to confirm their identity. Now, to access the services mentioned before, they gave to be verified. This means that if not verified automatically, the customer needs to provide his or her ID and address of residence. This process could be perceived as too long and bothersome for some new users and they may just abandon the whole idea of approaching the website.
Still, this process is designed to protect customers and operators from scams.
Design director at Degree 53, Jade Daniels, stated:
“The new age and identity verification procedure have completely changed the whole acquisition process for some customers. Many don’t expect to provide their ID or proof of address as soon as they join, and they might struggle to find these documents straight away. This means that it can delay their betting or gaming activities or put them off completely if the verification process is unclear. It’s a tricky thing to balance and get right for the punter, as well as for compliance. Regardless of the regulation, it’s important to offer as much guidance as possible to customers to make their journey simpler. We’ve seen good ways of approaching this and those that require further work to make it absolutely clear. Something as simple as inputting the wrong date of birth because of a cumbersome dropdown while registering can really affect the choice of operator for customers if they experience obstacles. Regulations shouldn’t prevent online gambling businesses from developing new ideas, and our reports show different examples of how it can be done.”
Degree 53 has been a part of Betting and Gaming services for a long time. They worked with some global operators such as Betfred, Black Type, and Island Luck.