SOURCE: CAMS

CAMS

September 30, 2014 09:00 ET

CAMS Waterfall Process Produces 20% Increase in Player Approvals for GameAccount, Betfair

LAS VEGAS, NV--(Marketwired - Sep 30, 2014) - With barely a year passed since the advent of licensed and regulated online gaming in the United States, new technologies designed to optimize player authorization are yielding benefits for the industry. This week, CAMS, LLC, in conjunction with their client GameAccount Network and Betfair Interactive US revealed that the CAMS waterfall process for player age & ID verification has yielded a twenty percent increase in player approvals at Betfair gaming sites in New Jersey.

GameAccount Network looks to CAMS to handle payment connectivity, fraud detection and prevention. GameAccount Network provides the Internet gaming system, casino content and player management for Betfair Interactive US, LLC, who in turn provide the same to Trump Plaza in New Jersey.

Traditional methods of age and ID verification involve a single verification vendor. Should a player fail to appear in the vendor's database, the operator may exclude them from play (often creating a false negative) or - in the alternative - require more sensitive data for deeper analysis. The CAMS "waterfall" process integrates multiple vendors into their platform and efficiently passes players down through several vendors in an attempt to verify them.

"We look to CAMS to help create a positive user experience while ensuring regulatory compliance," said Don Ryan, SVP of Gaming for Betfair. "By streamlining our player approval process, CAMS has brought about a twenty percent increase in throughput and that undoubtedly benefits the casino's bottom line."

Betfair is the largest online gaming exchange with more than 4 million registered customers worldwide. The company operates BetfairCasino.com in New Jersey. 

Greater throughput brings about a better user experience as more players who should be authorized to play are approved to play online. The CAMS waterfall solution helps decrease false negatives while ensuring that only those with verifiable age and identities are approved to fund an account and engage in real money play.

"We were impressed with how the waterfall process increased player approval rates," said Dermot Smurfit, CEO of GameAccount Network. "Implementing multi-stage KYC processes in collaboration with CAMS is demonstrably helping to verify more US citizens trying to open their Internet gaming account online in New Jersey."

GameAccount Network is a recognized leader in the creation of internet based gaming systems and content for desktop computers and mobile devices. The Company's high-quality Internet gaming system delivers a wide range of gaming content from casino tables to land-based manufacturers' slots, skill games and more.

"Our goal for GameAccount Network was to provide an efficient platform that approved qualified players quickly and allowed them to begin play," said Matthew Katz, CEO of CAMS. "A positive player experience must be balanced with safety and security."

CAMS is the leader in providing online gambling and lottery operators with payment connectivity, geolocation, and Know Your Customer (KYC) verification services. The CAMS waterfall approach utilizes multiple age and identity sources to help honest players gain approval and register for real money play.

About CAMS, LLC
CAMS is a multi-tenant Software as a Service (SaaS) solution powered by Verifi, Inc. offering gambling operators the ability to collect and manage player information, comply with regulatory policies, manage player account limits, allow players to self-exclude, as well as manage geolocation, payouts and taxation all within a white label solution customizable for each site. CAMS, LLC, is headquartered in Los Angeles, California.

For more information on CAMS, please call +1.323.655.5789 or visit www.CentralAMS.com.

About GameAccount Network plc
GameAccount Network plc is a leading developer and supplier of gaming software systems and online gaming content. The Company is listed on the AIM market of the London Stock Exchange and the ESM market of the Irish Stock Exchange, under the ticker "GAME". GameAccount Network has developed an Internet gaming system, which it licenses to online and land-based gaming operators as a turn-key technology solution for both regulated real-money and simulated online gaming.

GameAccount Network has an established business in Europe, licensing gaming content to UK, Spanish and Italian gaming operators including, PaddyPower, William Hill, Rank, Lottomatica, Sisal MatchPoint, and SNAI.

The Company has been developing its presence in the US since 2009. GameAccount Network's Internet gaming system powers the Foxwoods Interactive™ enterprise-grade Internet gaming solution for Simulated Gaming™. In New Jersey, GameAccount Network has partnered with Betfair Plc to provide Trump Plaza Hotel and Casino with its Internet Gaming System to offer regulated real-money online gaming which commenced on 21 November 2013. For further information, please visit: www.gameaccountnetwork.com

About Betfair
Betfair revolutionized the sports betting industry by pioneering the Betting Exchange and today provides a full range of sports betting and gaming products, including a Sportsbook that was launched in 2013.

For further information please visit http://corporate.betfair.com

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