Novibet has partnered with GBG to optimise the brand’s overall customer onboarding experience, for the UK market.

Novibet has partnered with GBG, the experts in digital identity, to optimise the brand’s overall customer onboarding experience, for the UK market. 

The partnership will see the improvement of the player experience, reducing friction by not having to ask for documents at the point of deposit for all customers. To achieve this, Novibet will deploy GBG’s ID3Global technology to onboard players in line with AML and KYC regulations in the UK, while maintaining regulatory compliance. 

“We chose GBG based on their proven experience – successfully supporting 20,000 businesses globally,” commented Nikos Katsaros, legal and compliance director, Novibet. “We intend to closely collaborate with them in enhancing our onboarding and compliance processes in the UK, which is one of our core markets. 

“Providing a secure online gaming environment across our platforms is our top priority and our teams will be working round the clock with GBG experts to ensure the best online services and the most enjoyable gaming experience for our members.”

This partnership combines Novibet’s market experience with GBG’s in-depth identity knowledge, into a collaboration that will significantly strengthen the operator’s presence in the UK market.

With responsible gambling and player safety being a “key” priority for Novibet, GBG will help protect vulnerable players by ensuring affordability checks are conducted so that players gamble within limits, ahead of the introduction of new regulations by the UKGC. 

Furthermore, through GBG’s affordability solutions, Novibet will also be able to understand a player’s affordability status in real-time and apply a risk level, thus identifying vulnerable players without adding friction into the user journey.

“Trust has become critical to success for business growth within the gaming sector,” added Rebekah Jackson, business development director, GBG. “As Novibet ramps up its promotional activities, the anticipated increase in traffic required a strong identity verification solution to not only help them with their compliance concerns, but also maximise the ROI in their marketing spend by onboarding as many genuine players as possible. 

“With our expertise in the gaming market, we have been able to help Novibet redesign the player onboarding journey to increase conversation rates, utilising the best available data in the marketplace, combined with the most detailed and customisable decisioning available.”