Trulioo: Account creation processes ‘make or break’ igaming relationships

Account creation processes can make or break relationships between online gaming operators and players states Trulioo, as the global identity provider publishes new research.

It finds that only a third (33 per cent) of online gamers in the UK and US are fully satisfied with their experiences creating online gaming accounts, with customer satisfaction concerning the online account opening process said to be lower within online gaming than any other sector, including retail, financial services and online marketplaces.

Zac Cohen, COO of Trulioo, explained: “This research highlights the extent to which the account creation experience really is make or break. It’s the difference between establishing a trusted and meaningful relationship with a new customer who might use the site for many years, or losing that potential revenue forever. 

“Gaming operators simply cannot afford to deliver a poor onboarding experience in such a competitive market. They need to ensure that their account opening process provides consumers with a fast and seamless experience but also protects them against risk.”

The research goes on to show that more than three quarters (77 per cent) of online gamers claim that the account opening process can ‘make or break’ their future relationship with a brand, with over half (53 per cent) abandoning the process when opening up a new account due to a poor experience.

Contained within ‘Online Gaming & Account Opening 2020,’ it goes on highlight that 87 per cent of players feel that security is a very important part of an optimal account creation experience, far ahead of flexibility (61 per cent) and speed and seamlessness (59 per cent).

Furthermore, more than three quarters (77 per cent) of online gamers say that they would be willing to share more personal data with gaming operators that use real-time identity verification to enhance the account opening experience.

Cohen concluded: “Online gamers are overwhelmingly supportive of identity verification checks to minimize risk and ensure security; they simply want the process to be as efficient and intuitive as possible, in keeping with the real-time gaming experience they enjoy once they are signed up to the site. 

“As gaming operators develop their strategies to take advantage of the exciting new opportunities emerging over the coming years due to the explosive growth of online gaming, they should not overlook the fundamental importance of being able to onboard customers in the right way. Those that can combine speed and security to deliver an optimal experience will be well placed to thrive in the new decade.”