Sky Betting and Gaming employ new technology to understand player behaviour and spot gambling issues in real time

*Amended version* GBGroup plc, the specialist in identity intelligence solutions, has announced today that Sky Betting and Gaming is the first online gaming company to employ its global identity transaction monitoring software to aid fraud protection, improve operational efficiency and promote responsible gambling.

The software enables the company to see a 360 view of its users – from initial compliance checks to monitoring player behaviour – so they can step in when potential fraudulent activities and signs of problem gambling are presented. The software is already in use by the banking sector to identify fraudulent credit card use as well as financial transactions linked to money laundering activities.

Peter Murray, Head of Gaming at GBGroup explained: “Today online gaming companies need to get the perfect balance between protecting the business from fraud and risk whilst serving their good customers effectively without unnecessary friction. To do this they need to prove that they have the ability to understand and know their customers, and can reliably provide a good player experience while performing rigorous security and identity verification checks.

Murray continues. “Sky Betting and Gaming have long recognised that robust security checks ensure they know exactly who is using their products. The key challenge is to distinguish between fraudulent and good customers, VIP’s and those that are vulnerable. GBGroup’s software can go a long way to help this process.”

Dan Whitlam, Head of Fraud & Risk at Sky Betting and Gaming, explained: “We have worked with GBGroup for over eight years and they are vital to our business. They provide our identity verification solutions and, as we look towards further international expansion, their solutions ensure we are ready for the challenge of new jurisdictions as well as maintaining our regulatory compliance. By extending our identity intelligence solutions into the transaction monitoring area this gives us the tools to react to the ever changing customer behaviours, regulatory landscape and industry trends.”


About GBGroup
The most profitable and successful organisations recognise the value of understanding the individual identity of their customers and employees. GBG combines this concept of identity with technology to create an environment of trust, so that organisations can employ people and connect, communicate and transact with consumers, safely and responsibly.

We call this Identity Intelligence.

About Sky Betting and Gaming
Sky Betting and Gaming is one of the country’s leading betting and gaming companies. It consists of five core brands: Sky Bet, Sky Casino, Sky Vegas, Sky Poker and Sky Bingo, and also encompasses one of the UK’s leading multi-sports websites, and multi award-winning odds comparison site, 

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