Promoting in Unregulated Markets
12
www.ukash.co m www.ukash.co m Acquisition using prepaid payment methods in unregulated markets Tom Chandler 28 th January 2012
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Transcript of Promoting in Unregulated Markets
www.ukash.comwww.ukash.com
Acquisition using prepaid payment methods in unregulated markets
Tom Chandler
28th January 2012
www.ukash.com
What is Ukash?...• Ukash is pure electronic money – it is cash for the digital age
• You get it by swapping cash for a Ukash voucher in a store, from your bank account online or at an ATM
• Ukash is delivered, secured and identified by a “one time use” 19 digit code
• Just like cash, if the amount tendered is higher, then a new code is given as “Change”
• It is not necessary to register or identify the person (within limits)
• Ukash can be used for payments, transferred to others and redeemed back to cash (with KYC)
• Ukash is simple, universal and inclusive
www.ukash.com
What is Ukash?...
• Ukash- Available in all major currencies- USD, EUR, GBP, NOK, CAD, AUD, SEK…..
• Available online in several territories
• Vouchers available up to value of GBP 500 or equivalent
• Available from over 450,000 POS worldwide
• Completely free to the end user
• Ukash Payouts now allows withdrawals via the same mechanism
www.ukash.com
Generic online payment myths
1. Credit/debit cards cover >90% of the potential online market, so there’s no need for alternatives
2. People are no longer afraid of giving out their personal financial details online
3. The numbers of people effected by points 1 & 2 is so small that it really doesn’t matter
4. The payment alternatives out there are impractical and unpopular with bettors
5. Offering alternative payment options, simply confuses people & adds no revenue
6. Fraud & charge-backs are inevitable with all online payment methods
7. Cash may be King again on the High Street, but it has NO practical value online
www.ukash.com
Debit and credit cards account for over 90% of the market so why use other methods?• This is not necessarily true. Chart below illustrates card penetration by country.• 67% of adults in the EU don’t have a card for online deposits= 330 million (400
million all of Europe).
0%
10%
20%
30%
40%
50%
60%
70%
80%
Source: Eurobarometer/nVision ResearchBase: 1,000 per country aged 15+
www.ukash.com
Conversion Funnel- Customer Journey
www.ukash.com
Addressing the customer concerns
• Disclosure of personal details online. – Higher risk of fraud in grey markets. Cash based solutions reduce
the need for disclosure of sensitive information.
• Other barriers to entry (country specific)– Norway- block by financial institutions on gambling transactions.– Cultural shift to prepaid as a long-term result of this.– Argentina- low card penetration/ poor online payment infrastructure
combined with the fact Brazil/ Argentina have highest internet penetration growth in the world.
• Availability– Points of sale need to be apparent to the customer!
www.ukash.com
Failed conversion on the cashier- can we take this a step back?...
Lost Sales from customers without selected payment
type
Successful Purchase
₤ € $ ₤ € $
www.ukash.com
Taking conversion back to the affiliate…• Prepaid methods become a middleman in these markets where conversions are troublesome.• Ensure the deal with operator covers the costs of both parties. (affiliate and payment method)• Ensure affiliate is given relevant localized banner content and work with your affiliate to build an
enticing offer with a call to action and localized landing page.• Make sure content is presented to the relevant target market. (geo-location).
www.ukash.com
Benefits for affiliates…
• Very little effort to set up (payment companies can provide the localised content and organize deals with operators themselves).
• Payment methods are generally not very widely promoted by affiliates- steal a march on your peers.
• Secure deposits are one of the main barriers to entry in grey markets. Why not work together to exploit this?
www.ukash.com
What are the next steps for you?
• Contact [email protected] to discuss your options for partnering with Ukash.
• Check out our website www.ukash.com/affiliates now offering:
– More information on affiliate and operator packages– Marketing tools – Contact information– Registration
Educate the players before they reach the cashier and convert them before they fail to deposit!
www.ukash.comwww.ukash.com
Thank you
Tom ChandlerHead of Betting & Gaming
D: +44(0)20 70894012M: +44 (0)7793 272 512E: [email protected]
