IRISH bookmaker Paddy Power, which is expanding in the UK, has signed up a Scottish software firm to check the age and identity of online gamblers.
Legislation forces betting firms to confirm the age of their clients, which can prove expensive and time-consuming. Paddy Power appointed NetIDme, an East Kilbride-based firm which provides online verification services, following a trial which includ
ed the Cheltenham Racing Festival in March.
During such major events Paddy Power needs to verify ages and identities of online gamblers quickly and accurately to avoid losing business. NetIDVerify provides a secure, fully automated "batch" service to meet Paddy Power's need to process a high volume of bets. The system checks information online from a range of sources, including the electoral register, within seconds.
During Cheltenham, it increased the bookmaker's "pass rate" on confirming identities from 80 per cent to 93 per cent, which reduced the amount of revenue it was losing. It also improved customer service as it made registration easier.
Peter McCudden, chief operating officer with NetIDme, says: "Remote gambling is a growing market in the UK and internationally. Paddy Power is a big win for us as we'll be the main provider for all sporting events."
McCudden says retailers will also be major customers. Legislation is going through the House of Lords which will force shops to check the age of customers trying to buy a range of products, including alcohol and tobacco, online.
