HooYu Calls on Evolution In Problem Gambling Profiling

Onboarding and customer due diligence provider HooYu is calling on the gaming industry by improving gambler problem profiling techniques to reduce gambling harm.

The company believes operators must move beyond traditional knowledge of your client to understand your customer, noting that UKGC penalties for failures to protect players and properly understand their situations have risen 1.100 percent over the past three years.

David Pope, marketing director at HooYu, explained: “Operators should use their customer data to produce gambling harm propensity scores and segment customers. At HooYu we help operators to identify gamblers that have been applying for payday loans to help operators inform affordability decisions.

“Several leading operators have now started to provide us with their problem gambling customer data so that we can help them identify multiple account holders and relapsed problem gamblers.”

As part of the Responsible Gambling Week, HooYu calls on the industry to take three new measures, as operators are being called to:

  • Use their own customer data to develop better player profiling techniques, including behavioural and demographic scoring that segments players to show risk of gambling harm.
  • Consult customer intelligence data sources that show negative financial indicators such as payday loan applications and county court judgements.
  • Perform network link analysis on their own data to identify multiple account holders and relapsed self-excluded gamblers.

HooYu is also hosting a webinar with YGAM on Tuesday, November 12, when the couple will interview a reformed problem gambler to share insight into the risks of how payday loans can exacerbate gambling problems.

In addition, it is also necessary to share expert insight into how operators can go beyond understanding how to understand their customers.

Danny Cheetham, a reformed problem gambler, said “At the height of my problem gambling I had 26 loans with payday loan operators and it quickly got to the point where my interest payments exceeded my salary.

“I wish that the data had been made available to gaming operators to identify my source of funds as coming from payday loans that were fuelling my gambling problem.”

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