© 2009 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Limited. Dublin 2012 PRIME SESSION: Identity Verification Marc Wood Head of Gaming Experian Plc

© 2009 Experian Limited. All rights reserved. 2 Agenda  A BRIEF Experian introduction  Why is player identification necessary  Online gaming challenges  How does it work  What’s the impact of getting it right or wrong

© 2009 Experian Limited. All rights reserved. 3 Who are we  Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100  Total revenue for the year ended 31 March 2012 was $4.9 billion, with a Market Capitalisation of over $10Bn  Experian employs over 15,000 people in 40 countries  Corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; Costa Mesa, California; and São Paulo, Brazil.  We hold detail personal and profile data on over 600 million consumers worldwide  Global leader in information based decisioning across the customer life cycle with a 30 year track record in being a trusted 3 rd party keeper of data  Over 120 Gaming Clients

© 2009 Experian Limited. All rights reserved. 4 Identity Location and age verification How can I automate actions to customers and improve my service Electoral Register County Court Judgments Bankruptcies Sanctions, Enforcements and Politically Exposed Persons Telephone Numbers Aliases and Associations Address Links Fraud Data Credit Account Sharing (CAIS) Previous Applications Postal Addresses Royal Mail Redirections PO Addresses Deceased Records ISP TRAFFIC 46m 5m 0.5m 0.2m 28m 131m 323m 0.5m 418m 203m 28m 2m 8,000 6m 6m/mth Records Public Data Proprietary Data Third Party Data  Proprietary analytics and software  Data for value-added insight  Segmentation and measurement  Player Acquisition  Player Retention  Risk Management  Customer management INSIGHT + ANALYTICS DATA SOURCES = What do we do GAMING OPERATOR DATA Who are my target customers? where are they? how can I find them? through what channel?

© 2009 Experian Limited. All rights reserved. 5 So what’s the problem It’s the scale of the global online world... Minimum Age 13/14 900m users How many under 13/14? 90m 180m Who knows A potential gaming audience

© 2009 Experian Limited. All rights reserved. 6 The ID Verification Balancing Act Breadth of data Detailed authentication results Targeted analytics Flexible decisioning strategies RISK APPROVAL RATES COMPLIANCE

© 2009 Experian Limited. All rights reserved. 7 What are the challenges to the operator and suppliers  Multiple jurisdictions with varying regulatory requirements  Availability of detailed and accurate consumer data  Data structures and formats by country  Multiple device types, PC, Tablet, Smartphone, TV  Potential impact the customer experience, high abandonment rates  Truely scalable delivery to cope with massive peaks caused by global sporting events  Currently there is no way to be able to apply an online approach to the same level of certainty globally  Multiple suppliers in the food chain to make it all work  The cost of ID verification versus the risk and return

© 2009 Experian Limited. All rights reserved. 8 The Regulatory Map and Changing Every Day…….. Notes 39 countries and territories issue licences for online gaming Countries in grey do not issue online gaming licences 1-4 licences 5-24 licences 100+ licences licences 1-4 licences 5-24 licences 100+ licences licences Non-white labelWhite label 2 Key

© 2009 Experian Limited. All rights reserved. 9 How does ID Verification work REAL TIME SUB SECOND RESPONSES Country State Individual and Device Is this person really who they say they are Shall I take this person on as a new customer automatically or refer 200 PLUS COUNTRIES 7Bn People

© 2009 Experian Limited. All rights reserved. 10 What’s the impact of getting IDV right or wrong ► New Player Applications 100,000 ► Customer Acquisition Cost $100 ► Average player tenure3 months ► Life Time Value $400  Marketing ► 70% Hit Rate$28,000,000 ► 100% Hit Rate$40,000,000 ► NGR each % point Improvement $400,000  Risk Management ► Minimisation of Fraud 1% of NGR$400,000  Compliance ► Ensuring Licence is protected $40,000,000

© 2009 Experian Limited. All rights reserved. 11 Thank You!