Creating a Winning Experience While Battling Online Fraud
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The document discusses strategies for improving user experience in online gaming while combating fraud, emphasizing the importance of balancing security and usability. Key topics include device intelligence, dynamic authentication, and machine learning for predicting risks associated with online transactions. The goal is to enhance player confidence and retention without compromising security or creating friction in the user experience.
Creating a Winning Experience While Battling Online Fraud
- 1. WEBINAR CREATING A WINNING PLAYER EXPERIENCE WHILE BATTLING ONLINE FRAUD DECEMBER 2016 Eddie Glenn Product Marketing Manager, Fraud Platform & Mobile Tommy Lieberman Product Manager, User Experience
- 2. 2 EDDIE GLENN P R O D U C T M A R K E T I N G M A N A G E R , F R A U D P R E V E N T I O N TOM M Y L I EBER M AN P R O D U C T M A N A G E R , U S E R E X P E R I E N C E
- 3. 3 USER EXPERIENCE MATTERS. IT SELLS. IT BUILDS LOYALTY.
- 4. AGENDA 4 n BALANCING FRAUD PREVENTION, SECURITY, USER EXPERIENCE n DEVICE INTELLIGENCE n DYNAMIC AUTHENTICATION n MACHINE LEARNING FOR PREDICTING RISK AND TRUST n CLOSING REMARKS
- 5. 5 ONLINE SECURITYONLINE FRAUD Credit card fraud Affiliate fraud Arbitrage Bonus abuse Stolen identity Account take over Breached credentials Spoofing Unauthorized access Replay attack YOUR CUSTOMER
- 6. 6 WHAT’S YOUR USER EXPERIENCE LIKE? ACCOUNT CREATION Probably already pretty low-friction But other than email, you likely know very little about them Do you assume new players are bots, potential fraudsters, or your best new customer?
- 7. 7 WHAT’S YOUR USER EXPERIENCE LIKE? LOGIN How complex are your password requirements? Do you offer a password-less option? What happens if a password is forgotten? How do you protect against unauthorized logins? How do you reward your best customers?
- 8. 8 WHAT’S YOUR USER EXPERIENCE LIKE? DEPOSITS, WITHDRAWALS, PURCHASES Do you require additional verification or authentication? If so, what kind? Do you place limits/restrictions on new players? What’s your process for dealing with high-risk players? How do you reward your best players?
- 9. 9 COMPETING NEEDS • Less user friction overall • Better customer experiences • More immediate access • Build brand loyalty • Ensure more time spent on the site PRODUCT & APP OWNERS • Reduce attack surface • Manage and minimize risk • Stop fraud & cheating • Leverage existing capabilities, infrastructure • Real-time threat indicators SECURITY & FRAUD TEAMS
- 10. 10 3 WAYS TO IMPROVE CUSTOMER EXPERIENCE WHILE PROTECTING YOU & YOUR CUSTOMER FRICTIONLESS FRAUD PREVENTION CUSTOMER AUTHENTICATION PREDICTIVE TRANSACTION INSIGHT
- 12. 12 Your customer 63% world’s population with mobile 2015 75%(est) world’s population with mobile 2020 www.gsma.com/mobileeconomy/
- 13. 13 DEVICE INTELLIGENCE DEVICEINTELLIGENCE DEVICE LOCATION DEVICE BEHAVIOR DEVICE RISKS DEVICE HISTORY DEVICE REPUTATION OPERATOR’SBI USER IDENTITY USER BEHAVIOR USER HISTORY USER PAYMENT INFO This separation is useful for: n Privacy compliance n Incidents of breached credentials or stolen identity n Fraud prevention collaboration across industries while obfuscating user identity n Secondary protection for self-exclusion A S E P A R A T E D L A Y E R O F C U S T O M E R I N T E L L I G E N C E
- 14. 14 DEVICE INTELLIGENCE Hundreds of attributes collected ‘Fingerprint’ compared to billions of previously collected fingerprints Frictionless to end user ‘Fingerprint’ collected in real-time Device risk indicators Associations to other devices, accounts, fraud A DIGITAL FINGERPRINT OF THE DEVICES THAT CONNECT TO YOUR WEB AND MOBILE APPS
- 15. 15 ADDRESSING FRAUD PREVENTION, SECURITY & USER EXPERIENCE Is device authorized for this account? Where is device located? Does device have a history of fraud? Is this a trusted or risky transaction? How many accounts has device accessed? Is device hiding from detection or exhibiting other risks? FRICTIONLESS. INVISIBLE TO USER. SAFE. RELIABLE.
- 16. 16 WHAT DEVICE INTELLIGENCE IS NOT Does not use personal identifying information Does not tie a device to a named individual Does not prevent winners from winning more Does not track a user’s browsing history Does not track gaming behavior or wins/losses Does not encourage losers to spend more
- 17. 17 Your view ADVANCED DEVICE INTELLIGENCE n iovation knows related devices and accounts Fraud Report n If fraud is detected & confirmed, evidence is placed on the account n Related devices and accounts become associated with the fraud stopping additional fraud attempts DEVICE ASSOCIATIONS DO NOT REQUIRE PII
- 18. 18 iovation’s view Your view n iovation links devices between subscribers and even different industries Fraud Report n If another iovation subscriber confirms fraud on their account… PERSISTENT DEVICE IDENTIFICATION & ASSOCIATIONS STOP FRAUDSTERS AS THEY MOVE BETWEEN BUSINESSES AND INDUSTRIES ADVANCED DEVICE INTELLIGENCE
- 19. 19 iovation’s view Your view n Then you can use this to deny transactions on accounts that are accessed by the fraudulent device Fraud Report THIS STOPS KNOWN FRAUDULENT DEVICES EVEN IF YOU HAVE NEVER SEEN THEM BEFORE ADVANCED DEVICE INTELLIGENCE
- 20. STOPPING FRAUDSTERS & CHEATERS WITHOUT ADDING FRICTION FOR LEGITIMATE PLAYERS
- 21. 21 D E V I C E I N T E L L I G E N C E C A N S T O P G A M B L I N G / G A M I N G F R A U D D E V I C E R I S K S A N D D E V I C E B E H A V I O R R I S K S Evasive behavior Inaccurate geo-location Emulator, virtual machine Jailbroken, rooted Used for multiple accounts High # of transactions Associated with past fraud Past self-exclusion Without added friction for your legitimate players
- 22. 22 Exposing online gambling fraud. Threats are higher in gambling than anywhere else online. BONUS ABUSE CHIP DUMPING COLLUSION ALL-IN-ABUSE ARBITRAGE BETTING SELF-EXCLUSION
- 23. 23 Catch players involved in fraud schemes. We reveal multiple devices accessing one or more accounts and one device accessing multiple accounts. Account 1 Account 2 Account 3 Account 4
- 24. PLAYER AUTHENTICATION ADVANCED ACCOUNT SECURITY WITH MINIMAL USER FRICTION
- 25. 25 Is this your player’s login experience? Your users want a delightful experience… …but with the assurance their account is secure Device-based authentication provides advanced security you need without the hassle for your players
- 26. 26 DEVICE BASED AUTHENTICATION F R I C T I O N L E S S , C O N T E X T U A L A N D A D A P T I V E D E V I C E - B A S E D A U T H E N T I C A T I O N FRICTIONLESS CONTEXTUAL ADAPTIVE Transparent authentication Patented device recognition Machine learning adapts to normal changes and deviations Assess the risk and context of every session React in real-time to anomalies Understand device reputation and associations Dynamic authentication decisioning Respond to different degrees of risk Drive step-up or other actions DEVICE ID GEO / IP INTEGRITY CONTEXT REPUTATION Match Low Change High Change
- 27. 27 MULTIFACTOR AUTHENTICATION B E T T E R U S E R E X P E R I E N C E E V E N F O R H I G H R I S K T R A N S A C T I O N S Drive all authentication through one mobile experience, with configurable options Single-party or multi-party real time swipe authorization Geo-fencing and time- fencing constraints create secure login zones Proximity - Requires a preset Bluetooth device to be nearby Fingerprint - Biometric scans using customer’s mobile device Circle Code - Graphic pattern uses customer’s mobile device PIN Codes - Authenticate using user-defined PIN codes
- 28. BUILDING BRAND LOYALTY WITH PREDICTIVE TRANSACTION INSIGHT
- 29. 29 FRICTIONLESS USER EXPERIENCE WITH TRANSPARENT FRAUD PREVENTION & AUTHENTICATION REWARD GOOD CUSTOMERS Build brand loyalty Grow revenue Grow market share
- 30. 30 Building Brand Loyalty Accelerate VIP status offers Offer bonus chips Accelerate deposit limit increases Less cumbersome deposit procedures while minimizing your risk
- 31. 31 Machine learning with device intelligence data can predict transaction outcomes: • Highly risky (likely to be fraudulent) • Highly trustworthy 23B online transactions Millions of combinations analyzed 30M confirmed fraud reports 3B known devices
- 32. 32 Predictive Transaction Insight Device Behavior & Attributes Device transaction velocity Evasive, rooted/jailbroken, other risk indicators Associated with past fraud? Account Behavior Account transaction velocity Associated with past fraud? Demographic City, ISP, geolocation Patterns of geo-location attributes Mismatch of location indicators Subscriber Subscriber and transaction timezone patterns
- 33. CLOSING REMARKS
- 34. 34 USING DEVICE INTELLIGENCE TO IMPROVE END TO END USER EXPERIENCE Learn more about the user without adding friction Offer trustworthy users incentives to create an account and play Keep out devices that are risky or associated with past fraud. NEW ACCOUNT CREATION Eliminate need for passwords while protecting against account take over Offer trustworthy users incentives to play more LOGIN Offer easier & convenient payment options for trustworthy customers Identify high-risk customers without adding friction to good customers Offer low-friction multi- factor authentication to protect the account DEPOSITS, WITHDRAWALS, PURCHASES
- 35. 35 ONLINE SECURITYONLINE FRAUD Credit card fraud Affiliate fraud Arbitrage Bonus abuse Stolen identity Account take over Breached credentials Spoofing Unauthorized access Replay attack YOUR CUSTOMER
- 36. THANK YOU!