GPWA Times Magazine - Issue 26 - October 2013

Finding your customers Customer experience is a critical component in designing geofencing solutions By Lindsay Kininmonth A s operators prepare for “iGaming 2.0” in the U.S., they may very well soon find themselves confronted by the critical importance of geofencing to their licensed territory only. Because regula- tory requirements dictate that geoloca- tion must occur before real-money gam- ing can happen, geolocation therefore becomes a small yet pivotal piece in the customer experience. A highly usable, customer-friendly solution that also of- fers accuracy and regulatory compliant features will be a major factor of success for any operator looking to go live in the U.S. this year. However, it doesn’t take long for even an experienced technologist to become con- fused in the mass of geolocation terms out there: IP, ISP, GPS, GSM, SMS, 3G, 4G, WiFi, VPN, VMware, proxies, spoof- ing, buffers, boundaries, etc., etc. The list goes on, making it very difficult to chart a path through this relatively new and complex environment for Internet and mobile gaming. The player’s perspective is the best place to start in designing any solution. The online experience is all about speed, sim- plicity and reliability; geolocating online players needs to be a customer-centered process, too. So how can you do that while respecting the regulatory requirement for reasonable certainty that the player is on the right side of the state line and not using any spoofing tools to beat your sys- tem? Although it can seem very difficult to unite the two, it is doable as long as you are prepared to rise to the challenge! First off you need to address the nature of the connection with the customer: • What device are they playing on? • How is the product being served to the player (downloadable client, browser- based, etc.)? • How is the player connecting to the Internet (mobile or landline/WiFi)? From there, you can identify which solution to deploy to address the specific scenario for each individual player interaction. Finding your customers