TransUnion’s US plans have been announced, with the credit rating firm looking to extend its presence in the £119 billion casino industry through its TransUnion Gaming Services affiliate.
The company says it’s applying for various state licences to partner with gaming, sports betting, and daily fantasy sports operators, with the aim of offering identity, fraud, and marketing solutions to operators in a variety of jurisdictions.
TransUnion Gaming Services aims to assist operators during the entire player journey, from discovery to onboarding and verification, with its TruValidate approach.
In addition, the company says it wants to combat market manipulation, such as incentive theft, while also defending player accounts and reducing login friction.
Steve Chaouki, president of US markets at TransUnion said: “TransUnion will bring its long international history in the gaming markets to the US, where we will leverage our expertise to provide great experiences to both players and businesses.
“As trusted stewards of data, consumer privacy and experience quality are always top of mind. We will deliver capabilities and solutions that allow our customers to more seamlessly comply with regulations while delivering high consumer satisfaction.”
Target player optimisation
TransUnion Gaming Services has announced that it would make its digital marketing tools available to operators in order to help them better understand, address, and optimise their efforts in order to better target players.
Artificial intelligence and machine learning are used in these digital marketing tools to deliver data-driven insights, enabling operators to connect insights during the audience creation and activation process.
Glen Goldstein, TransUnion’s diversified markets EVP and president of TransUnion Gaming Services said: “We have plans to rapidly grow our business in the US, leveraging years of global expertise in the industry and new solutions that will make us a key contributor in this market.
“Ultimately, our entrance into the US market will afford more trustworthy relationships between operators and their players.”