GPT: Building a brand both players and operators can trust

Paul Deed Game Payment Technology GPT
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Boasting an uptime of 100 percent since going live in 2020, Game Payment Technology’s app-based cashless solution has proven to operators and retailers that it can be relied on, while its safer gambling measures ensure players are looked after throughout their gaming experience.

 

Game Payment Technology has been earning the trust of both players and operators alike over the last two years, with a 100 percent uptime record and a focus on user experience forging a strong reputation for the company’s app-based solution.

Chief technology officer Paul Deed explained that partnerships with stalwarts of finance such as Barclaycard and Natwest have proven a strong foundation for GPT, which combined with the company’s own technological expertise and experience, has resulted in a product that operators and retailers feel they can trust.

“We are proud of our 100 percent uptime record since we went live,” explained Deed. “That, coupled with our partnership with Barclaycard for payment processing and NatWest holding player funds, helps to build a sense of trust and reliance in the Game Payment brand – something that is essential, especially for a financial product. We’ve also used the combined experience of decades of working on major payment systems to ensure that the security and resilience of our systems uses best-of-breed engineering.”

While securing the support of operators and retailers has been key to GPT’s ongoing success, it is equally important that the company gets players onboard. This is a different challenge, and one that involves balancing user experience with social responsibility through the use of effective, but not invasive, safer gambling measures.

“Without going in to too much detail, there are ways we can identify and act if we detect players trying to side-step safer gambling limits on their account by, for example, creating new accounts or using multiple cards,” continued Deed. “We have a holistic view of that player and their spend, which allows us to intervene if needed.”

Teaming up with the publicly listed GBG on affordability checking, GPT has once again secured a reputable partner that will further increase its own standing – not only as a highly reliable a cashless solution, but as a highly safe one too.

 

Customer satisfaction remains high across the board for cashless experience

 

Recent customer satisfaction surveys by Game Payment Technology confirm the company’s view that it has delivered on its mission to provide an effective cashless solution, with CTO Paul Deed speaking to Coinslot about how retailers, players and operators alike have all responded positively to GPT’s progress over the last two years.

 

Coinslot: There seems to be a definite spring in the step at Game Payment Technology. Where are we at in the GPT journey towards delivering a cashless payment facility across the industry?

Paul Deed, CTO at GPT: Since debuting just before the first national lockdown, GPT’s reach has increased to cover network and non-networked gaming machines, but also a full range of amusement machines from juke boxes to battery- powered pool tables. More new developments are on the way.

Customers are looking to partner with a cashless provider that can cover the full range of their machines. The Game Payment solution has been developed by our team and we can respond rapidly to customer requests to develop the product at pace to meet future needs.

Coinslot: The landscape is certainly different since you first started the process with Bacta, but trust in the innovation has always been a priority. What are the key deliverables you’ve set yourselves to ensure confidence in the product?

PD: Players, operators, and retailers judge us by the quality of our service, and its reliability and security. While technologists might get excited about the detail of how that is achieved, we have instilled a culture of quality first and always having the customer experience at the heart of what we do.

We are proud of our 100 percent uptime record since we went live. That, coupled with our partnership with Barclaycard for payment processing and NatWest holding player funds, helps to build a sense of trust and reliance in the Game Payment brand – something that is essential, especially for a financial product.

We’ve also used the combined experience of decades of working on major payment systems to ensure that the security and resilience of our systems uses best-of-breed engineering.

Coinslot: And have you delivered? For example, for players in terms of speed of play and data protection; for operators who want flexibility across their machine portfolio; and for retailers keen to access vital data?

PD: We think we have, but what we think is irrelevant if our players, operators, and retailers think differently!

The customer satisfaction surveys we have undertaken have confirmed our view that players like the ease of sign-up and experience when paying for play at a machine.

Operators like the range of machines we are compatible with, and we are constantly working to add more – battery-powered pool tables being a recent example.

We always look to add more to the solution – such as reporting to operators the health of their pool table batteries so that they can be changed when needed. We recently rewrote the mobile app to give an even better player experience but also position us to launch some exciting innovations later this year and into 2023.

Coinslot: For those watching the industry from outside – many of whom are reluctant to see cashless available in the gaming environment – how have you managed to successfully integrate a safer gambling function within the app and bring modern payment systems safely into our sector?

PD: The use of our wallet technology allows us to introduce safer gambling measures at both the player and the payment instrument level.

Without going in to too much detail, there are ways we can identify and act if we detect players trying to side-step safer gambling limits on their account by, for example, creating new accounts or using multiple cards. We have a holistic view of that player and their spend, which allows us to intervene if needed.

Later this year we will be offering enhanced know-your-customer (KYC) checks so we can extend our services to areas where that checking is appropriate. We also have a tie-up with GBG Plc to offer their affordability checking service.

Coinslot: You are in a very competitive marketplace, pitting the GPT app alongside huge, multinational brands like Visa, Mastercard and PayPal. How difficult has it been to match the quality of offering required from a generic banking app with a honed and tailored spec for the gaming, gambling, and leisure industry?

PD: Having a development team that has been able to focus on building the best solution for the industry, using the latest tools and techniques, has been a real advantage for us. We’re used to developing systems with very demanding requirements – it’s what we specialise in.

With any software product, the quality bar we set is high, but with financial products you simply cannot afford downtime or issues that impact customers’ money.

Having a purpose-built app makes that task simpler, as you are not having to compromise and make existing functionality fit use cases for which it was not designed.

Coinslot: Finally, what timeline of activity are we likely to see from GPT for the rest of the year?

PD: We are not letting up in our drive to introduce a wider range of supported machines and improvements to the player experience.

You can expect at least one major announcement over the summer. Exactly what that is, or when to expect such announcements, is something I could tell you, but then I’d have to kill you!

 


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