Member Article

Leeds experts strike new deal with world’s leading bookies

One of the world’s biggest independent bookmakers has signed a new deal with a Leeds company to help in the fight against online fraud.

Betfred.com has extended its contract to continue using Callcredit Information Group’s CallValidate software to verify its online customers.

The Leeds-headquartered company’s software helps to protect against identity impersonation and payment fraud by checking not only the customer’s identity, but also that the card details and bank accounts belong to that customer.

The automated system has enabled Betfred.com to make better use of its resources by cutting down on the need for lengthy manual checks to be carried out when a fraudulent transaction is suspected, while also providing a seamless transaction process for genuine customers.

Dennis Luckett, head of fraud prevention, risk and payments at Betfred.com, said: “Callcredit has offered us a quick, robust and reliable system to verify identity and payment details for new and existing players, removing lengthy manual checks and improving customer acceptance rates. We are extremely pleased with the service we have received and it is for these reasons that we have chosen to continue our partnership with them”

Sadie Guymer, business development manager at Callcredit in Leeds, added: “Identity impersonation and payment fraud still remain significant challenges within the gaming industry. Our CallValidate tool is a proven and reliable solution for gaming operators to use to identify both pre-paid and non UK cards, in addition to credit and debit cards and we are delighted that Betfred.com have chosen to continue working with us”

This was posted in Bdaily's Members' News section by Anna Addison .