Casumo strengthens responsible gaming capacity via beBettor partnership

By | March 3, 2021

Online casino operator Casumo has enhanced its responsible gaming framework via a multi-year partnership with technology and data science company beBettor.

By integrating beBettor’s Affordability API into its platform, Casumo will be better equipped to gauge the initial affordability of its UK customers and construct automated decisioning for personalised interactions with players.

In addition, beBettor will also provide Casumo with access to additional affordability data points, which can contribute to increased operator confidence in the initial assessment period, provide evidence of treatment of customers and assist with anti-money laundering investigations.

beBettor HQ, the affordability specialist’s analytics tool, will also play a key role in the partnership, enabling Casumo to conduct further in-depth affordability reporting and gain further insight into the affordability of its total player base.

“The beBettor team and I are delighted to be partnering with Casumo on affordability, remarked Harry Cott, CEO at beBettor. “We are constantly improving our affordability technology platform and are delighted to be sharing this value with Casumo through our real-time Affordability API and brand new big data analytics tool; beBettor HQ.”

Utilising a wide range of open data sources, tailored to individual requirements, beBettor’s personalised geo-affordability checking service is able to go ‘beyond postcode level data,’ receiving initial affordability assessments in real time in the form of banded discretionary income estimates.

“We are really excited to partner with beBettor,” said Mario Petraglia, Director of Compliance at Casumo. “The frictionless affordability checks beBettor provides enrich the data we already have on our customers.

“This means we can apply suitable protections for each individual checked and create personalised user experiences whilst protecting our customers from harm. As regulation evolves in the UK market we look forward to working closely with beBettor to refine and improve our responsible gaming frameworks.”

Having developed its solution over three years, beBettor operates with the specific intention of assisting gambling and betting firms with changing UK regulations concerning affordability.

Other notable operators to have leveraged beBettor’s Affordability API and data technology include BetBull, with the duo forming a partnership in January 2021.

The UK Gambling Commission’s (UKGC) Customer Interaction and Call for Evidence Consultation – established to determine the threshold at which affordability checks must be conducted and how operators should interact with bettors regarding this issue –  closed last month on 9 February

Affordability has been a core topic in the ongoing debate surrounding the UKGC’s ongoing review of the 2005 Gambling Act

Advocates of gambling regulation reform argue that enhanced affordability checks play a vital role in player protection, whilst the Betting and Gaming Council (BGC) and associated industry figures have raised concerns about the financial impact this could have on the sector and on sports.