Casino Oct08 P22-24 9/29/08 12:13 pm Page 24
EXPERIAN
that the applicant is not who they claim to be. For information about them, we need to just look into
example, would be we’d look at the data and say right, these in more detail and that could involve going and
James Blake, does the information that he has taking paper-based proof of identity, and then there’ll
submitted match all the other records that we hold be the very small percentage of people that will be
on James Blake; did he get it right? We would then called a high risk alert. We can’t tell that this person
look at activity against his profile. For example, is a danger, what we can do is tell you that you need
whether he has applied for an unusual amount of to look into it in more detail.
credit recently, whether there have been known
frauds against his address or whether there is a CI: Is your main USP the initial speed for the
redirect on his mail. That’s some of the ways we deal customer?
with identity fraud and money laundering. Of course,
if your son or your father has stolen your identity and JB: Our sub-two second response rate is a selling
they have not yet been involved in unusual activity point, but I think the main strength of Authenticate
that would arouse suspicion, it’s very difficult then to over our competitors is the huge data resources we
prove that they’re not who they claim to be.If that is have, which give you more information; it’s the length,
the case, then the staff on the front desk should use breadth and depth of data. Most of our competitors
their judgement and seek further proof of age and will do a tick in a box, find James Blake and say right,
identity if they are in doubt. he exists; we analyse that data very quickly and look
back and say right we found him, but where have we
found him? Is it a good data source? How far back in
“…the reason why they
society does he go? We do a lot more analysis on that,
bought this solution is that
therefore we can prove the identity of people, we can
find more people and also give you a confidence level
we could verify identity,
that they are who they claim to be.
verify age, and we could do
CI: This is presumably a product you can use
it quickly and easily, and it’s
internationally?
easy for the operators to
JB: It is, yes. It’s different country to country as you
use, and that is key to what
can imagine, but the input of data and the process we
we are doing.”
work on a high level is the same. The data resources in
each country are slightly different, and legislation
obviously is different in each country as well.
CI: So you’re not saying this is flawless, but you
are saying that it’s pretty reliable. CI: From your customer feedback, what are the
casinos seeing as the main benefit of
JB: What we’re saying is that nothing is 100 per Authenticate?
cent accurate. On average we can identify 40 per
cent more frauds using our authentication, and JB: Simplicity. We’ve talked a lot about the processes,
that’s by using things like Detect. We also have a how we match data, depth, breadth, and quality, but in
fraud score card, in that we’re looking at patterns of the end the reason why they bought this solution is
data. We’ve looked at a number of patterns of that we could verify identity, verify age, and we could
identities for fraud cases over the last 20 years and do it quickly and easily, and it’s easy for the operators
we’ve taken that information to create a fraud score to use, and that is key to what we are doing.
card which might say, an identity fraud looks like Neither we nor our customers want people being
this, if this person's pattern looks like that we’ll flag turned away needlessly, and in the end what we
that as a risk. showed we could do is increase the number of people
Using these 'flags', we’re by no means saying that who go through the door. So if those individuals
person is a fraudster, what we’re saying is it’s forget their passport or driving licence because they
something you need to look at in more detail; what didn’t think they were coming out tonight, they can
Authenticate is designed to do is give more now actually let them in provided they pass the
information, so the majority of your customers will go electronic checks. So it's increased the number of
through fine, there won’t be any issues with it, there people coming through the door.
will be some, a minority, we’ll be unsure about, and
there’ll be others we’ll flag as high risk alerts. It could CI: What’s the cost – is it an expensive
be that they flag up on the sanctions data. Sanctions proposition for a casino?
information is basically the government's list of
individuals that they don’t want you, as an JB: It’s not expensive. All the casinos using it are
organization, having a financial relationship with, and seeing a quick return in investment, most
we have access to those lists. organisations are looking at a return of investment
In summary, the majority of the customers go within two years, and we’re often finding that to be
through ok, other’s we’ll say we haven’t got enough much, much quicker. It more than pays for itself.
24 OCTOBER 2008
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