How Biometrics Helps in Creating Unique Offers for Gamblers

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About the Concept

This is a method of identifying people using:

• fingerprints;
• voice;
• retina;
• palm structure;
• gait;
• manner of holding the phone, and other characteristics.

Based on the collected data, a biometric profile of a person is created, which can then be applied in many areas of business.

The history of the concept dates back to the 19th century. Thus, in 1877, a British judge in India, William Herschel, put forward a hypothesis about the uniqueness of the papillary pattern of human skin. A little later, in 1902, Francis Galton developed a method for classifying fingerprints. It was first applied in forensics in 1920 to investigate criminal offenses.

Today, biometric authentication is quite common. Unlocking a phone with a finger, pointing a camera at your face, and entering a building once scanned are the simplest examples of the technology use, which are increasingly common in everyday life.

About 170 countries all over the world issue electronic passports with a built-in chip. It contains the owner's data, a digital photo, as well as fingerprints, retina, etc.

According to estimates by J'son & Partners, in the coming years, the average annual growth rate of the biometric sector will be 18.6%. Experts believe that the market volume will reach $80.2 billion by 2026. The tool is actively implemented in many areas of business, and the iGaming niche is no exception.

Advantages of Such Technology

Let us consider its main benefits for the casino industry:

Improved Security

Biometric authentication simplifies and speeds up the process of personal identification, making it impossible to:

• duplicate accounts;
• steal private data;
• use bots, etc.

Customers can be confident in the transparency of game results, and operators can protect their businesses from fraudsters.

Cost Optimisation

This is achieved thanks to:

• consolidation of security solutions;
• automation of routine tasks (verification and payment processing);
• reduction of the burden on managers.

The introduction of biometrics simplifies and speeds up the provision of services to gamblers. Most issues can be resolved automatically, and more complex tasks are delegated to VIP customer support.

Meeting Regulatory Requirements

In the betting niche, there is a complex network of rules. The described technology ensures reliable compliance with these requirements and guarantees the legal operation of entrepreneurs with minimal intervention from regulators.

Using biometrics, iGaming platforms can establish secure and transparent identity verification. It will help to comply with regional and global standards, without the need to change basic settings each time.

Creation of a Positive Image

The introduction of the tool is an excellent newsbreak, based on which it is possible to launch an effective marketing campaign.

Customers and B2B partners have greater trust in those project owners who implement the latest innovations. They are not afraid to play at higher limits, conclude lucrative contracts, and recommend the entertainment brand to their acquaintances.

Increase the Competitiveness

The decision to use the technology will allow entrepreneurs to:

• stand out from other gambling companies;
• improve their positions in the market;
• attract new solvent traffic;
• retain regular clients.

For many companies, the introduction of biometrics is a sure way to stay not only afloat, but one step ahead of other firms. Today, many providers are introducing such innovations, making the betting process safer and more profitable.

How the Solution Identifies Players

Authentication is the most common method of using the tool in the industry. It provides fast and extremely accurate confirmation of a person’s identity. Thanks to this, it is impossible for fraudsters or people with signs of ludomania to participate.

Verification Upon Entering the Establishment

Land-based casinos and bookmakers’ offices were the first to pick up the trend of performing checks based on biometrics. They began to install touch screens near the entrances to the locations to get fingerprints.

Today, the technology is used in many gambling complexes, for example:

1. Gran Madrid de Colon. Several video cameras have been installed at the entrance to the Spanish casino. They scan all visitors in real time. After that, a program based on AI and biometrics conducts a comparative analysis of the received image with the information on clients already in the database.
2. Mirage Resort. One of the largest entertainment establishments in Las Vegas has a special facial recognition program, Visual Casino. The system needs only a few seconds to identify a customer.

Regulators are also keeping up with innovations, gradually introducing the requirement for mandatory verification using biometrics.

Thus, this path was taken by Australia. The local government has obliged large operators and bookmakers to install cameras with the facial recognition function.

The Japanese authorities also plan to introduce this tool to identify visitors to integrated casino resorts. These are dedicated gaming zones with bingo halls and pachinko clubs. Both residents and foreigners are allowed to access them.

Verification will be performed using My Number cards, which already have biometric data attached.

Identification on iGaming Platforms

Players who register on the website must complete this procedure.

The process is based on artificial intelligence and biometrics:

• The system receives an image of a face and, thanks to a special algorithm, identifies features that are characteristic only of this person.
• A gambler can be identified by the special shape of the eyes, nose, chin, etc.
• The program evaluates facial traits, regardless of other factors (hairstyle, hair colour, clothing, or accessories).

In December 2024, the Argentine authorities obliged all operators to conduct such a check. The bill passed by 139 votes to 36. The main innovation was the launch of the RENAPER national digital identification system, which uses technology.

Argentina is not the only country that has already introduced or is only planning to launch comprehensive verification of players. For example, the UK government has announced this intention as well. The nuances of such checks are described in detail in the White Paper, which is expected to come into force next year.

Technology and Sports Betting

One of the most discussed types of the tool’s application is the commercialisation of an athlete's data. We are talking about heart rate, hormone levels, sleep patterns, movement speed, and other parameters that can be tracked via special programs.

Demonstration of individual characteristics and their dynamics during live broadcasts improves engagement indicators and, as a result, the profitability of bookmakers.

For example, the prospect of seeing the flickering of an athlete's heart rate on the screen brings new sensations to the gameplay, increases interest in a match or tournament, and motivates one to bet more without being afraid to take risks.

Key tasks for providers:

1. Creation of the data tracking system. It is essential that the collection of biometric details is carried out without interfering with the athletes’ movements. Gloves for auto racing have already been developed for this purpose. They have special sensors that track key health indicators. Another example is sleeves for baseball pitchers, which record the level of stress and predict possible injuries.
2. Correct placement of information. Biometric data should be integrated into the betting service, updated quickly, and help players make decisions.
3. Obtaining the approval of sportsmen. They are the legal owners of their unique characteristics. According to the European GDPR, interested parties (operators, bookmakers) cannot use biometric details for commercial purposes without the consent of the person to whom they belong. Therefore, an individual agreement must be signed with each athlete.

Most experts believe that, on the one hand, biometrics is a great way for a professional to commercialise their name and skills but, on the other hand, there is a high risk that something abnormal will be discovered and the entire career will be at risk.

The Main Things about the Technology in the Gambling Niche

The tool plays a huge role in the development of the casino and sports betting industry.

Key aspects that entrepreneurs need to take into account:

• The advantages of using the solution include improved security, cost optimisation, and increased competitiveness. It also helps operators meet the sector’s requirements, such as timely KYC verification, protection from fraudsters, and preventing minors from placing bids.
• The main direction of ​​ technology application is the identification of customers. The method is suitable for both land-based casinos and iGaming sites.
• Commercialisation of the athletes’ data can be used in betting shops. The task of providers is to create reliable systems for tracking information and obtain the consent of professional players.

From us, it is also possible to order the following useful services:

• payment system installation;
• integration of security program components;
• setting up affiliate functions;
• preparation of a business plan, and much more.

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