Rank Group, one of the UK’s top gaming operators, has chosen GBG, the global specialist in identity data intelligence, to help manage the identity of its customers.

GBG’s ID3global solution, with its ability to verify over 4.4 billion people globally through a single API, will enable Rank Group to process accurate and up-to-date customer data, whilst fully ensuring compliance regulations are met.

With over 2.7 million customers, Rank Group specialises in the regulated gaming segment of the entertainment market, through its brands such as Grosvenor Casinos, Mecca Bingo and Enracha. As the business continues to grow, delivering an outstanding customer experience is one of its main objectives.

GBG ID3global will help Rank Group quickly check its customers are who they say they are, whilst tackling the risks of identity fraud and money laundering. The solution creates a seamless experience for customers by conducting an electronic identity verification check in the time of a typical web page load. The technology employs traditional and emerging data sources and means Rank can depend upon a customisable platform that supports quick and confident decision-making.

Rory Howard, Head of Fraud and Payments, Rank Group, says: “We’re delighted to work with GBG. We chose to work with them because our customers are our main focus and a smooth customer journey is essential. To truly understand and engage with our customers in a meaningful way, it is vital that we look beyond traditional KYC (Know Your Customer) approaches.

Rory continues: “Data and technology are evolving so rapidly that it’s vital we partner with organisations that understand the sector and can help with the challenges we face. GBG’s experience and position as the industry leader in identity will add great value as we continue to try and deliver on our goals of innovating with technology and delivering a safe, secure and entertaining experience for our customers.”

Peter Murray, Head of Gaming, GBG, adds: “Rank is at the forefront of the industry when it comes to exploring new and innovative ways of addressing important challenges, such as responsible gambling. They take it seriously, and we’re really pleased to be helping them pave the way.”