Callcredit appoints Head of Gaming as sector continues to grow against a backdrop of increased regulation and fraud
Callcredit Information Group has appointed Adam Hancox as Head of Gaming as the company looks to expand its client offering in the sector, drive growth internationally, support clients with responsible gaming and to help combat increasingly sophisticated fraudster activity.
Callcredit, the consumer experience, insight, ID and fraud prevention specialist, has supported the gaming sector for many years, providing solutions to over 50 operators in the industry. Callcredit works in the UK, Gibraltar, Malta, Isle of Man, Europe as well as many other international markets. Adam and his team will look to provide tailored support for the gaming sector as it continues to grow against a backdrop of ever greater scrutiny and legislation.
The gaming industry has become more accessible to new businesses opening with ever evolving software and digital solutions who go on to experience rapid market growth. The dedicated Callcredit team will focus on helping clients build smarter customer management strategies that utilise Callcredit’s data, marketing and software solutions.
Adam will be responsible for developing Callcredit’s ID and fraud solutions in the sector, with a focus on helping clients better understand player behaviour to pinpoint fraud and support responsible gaming across the industry. Here, rather than just relying on traditional name and address data, a more layered and in-depth approach is available which encompasses email, mobile and automated document verification.
Adam Hancox, Head of Gaming, Callcredit Information Group, said: “Gaming is not alone in facing increased legislation and regulatory scrutiny. There are a number of strategies and solutions available to help businesses in the sector adapt to things like GDPR and ever more sophisticated fraudster activity. Both my own personal and Callcredit’s wider experience in regulated markets such as alternative finance and lending more generally, gives us great insight to support our existing and new gaming clients.
“Responsible gambling is a key area that our wider products and services can help support and a core area of focus is giving clients in the gaming sector a dynamic single customer view. It’s important for gaming operators to have an accurate picture of a customer across all brands and products creating more efficient and effective communication, assisting with GDPR enablement, driving top line growth and reducing the cost of customer management strategies whilst always, and most importantly, providing the end user with a much improved experience.
“It’s often difficult to determine such things as source of wealth for operators. Having a dynamic single customer view, supported with lifestyle and demographic insights to deliver an enhanced view of customers, will be a key tool for gaming operators as they seek to build improved intelligent digital advertising campaigns, activate marketing segmentation across pay per click, search, display, email, video, social, audio and connected TV at scale. It’s a really exciting time for the industry and we want to be at the forefront of this development.”
Eamonn Tierney, Managing Director for UK Business Development, Callcredit Information Group, said: “Callcredit has been a committed player in the online gaming market and partner to many organisations in this space and we look forward to continuing to develop our capabilities. Adam’s background and expertise in shaping strategies and delivering solutions will be invaluable in an industry undergoing significant change and is the subject of continued regulatory scrutiny.”