Gaming websites show themselves among the successful online merchants in balancing the opportunities
Boise, USA / London, UK May 21, 2015 - Gaming websites are enjoying the benefits of mobile commerce – and many are well ahead of the average online merchant when it comes to balancing the opportunities and risks that m-commerce brings, a new study suggests.
The third-annual Mobile Payments & Fraud: 2015 Report, commissioned by Kount, The Fraud Practice and CardNotPresent.com found the number of merchants actively supporting mobile commerce, continued to climb, with 68.7% of them now doing so and a further 20.5% planning to support it from this year.
Last year 63.6% supported mobile, and 24.7% planned to do so this year. Most (89.1%) say the channel is very, or somewhat, important for their growth plans, up from 83.5% last year. Among gaming websites, 85.4% of websites said they actively supported mobile. Asked what proportion of their sales came from mobile, 24.4% of respondents from the gaming sector said it was between five and 10%, and 36.6% said it was between 10 and 20%. No merchants in the sector earned more than half of their revenue from mobile – but 14.6% said they expected to within two years, while 34.1% said they expected to earn between 20% and 30% of revenue through mobile devices by then.
Half (50%) of respondents from the gaming sector said that it was very important to detect whether visitors were transacting on mobile; the other half said it was somewhat important. Perhaps unsurprisingly, gaming websites were more likely to use a variety of methods to protect their websites from mobile-specific fraud: more than half (53.8%) in the gaming sector said they used device ID to protect themselves against fraud. That was the highest rate measured across 26 industries included in the study. The same percentage (53.8%) used ID authentication, while 30.8% used secure mobile encryption.
“It’s great to see the Gaming sector really stepping up to the challenge of fighting mobile fraud. Keeping customers safe is essential in any industry but especially so in fraud where trust is paramount.” Said Don Bush, VP of Marketing at Kount. “Our customers in the Gaming sector have been at the forefront of the fight against mobile fraud”.
Asked how consumers preferred to pay via their mobile device, 62.6% of all merchants named credit cards, 14.5% debit cards and 13.5% PayPal. Among gaming websites, 58.5% cited credit cards and 14.6% PayPal.
The biggest obstacle to mobile adoption, said 27.8% of the nearly 1,500 respondents to the study, which questioned fraud and payment professionals representing merchants, fraud and ecommerce service providers, card issuers and card associations, was making it easier for consumers to transact. This rose to 35.7% among gaming websites. Other barriers included the complexity of new payment types, named by 21.4% in the gaming sector. Working out how to address the fraud risk was a challenge for 21.4% of online gaming businesses, while 14.3% named consumer security concerns as a barrier to mobile adoption.
But while addressing fraud risks has become less of a priority, fewer than 40% (39.4%) of merchants said they were tracking fraud by channel, while 34.2% were uncertain whether they were. Meanwhile, most respondents (61.0%) were uncertain whether fraud was increasing in their mobile channel; 4.8% said it was decreasing, and 13.2% said it was increasing.
Asked how risk in the mobile channel compared to other channels, 38.6% of those working in gaming said it was somewhat riskier, and 64.3% said it was just as risky. Only 3.6% said it was far riskier.
Don Bush, vice president of marketing at Kount, said gaming merchants tended to be ahead of the crowd of online traders on mobile adoption and fraud protection. But he said there was still work to be done. “To successfully support the growth of mobile, organisations must first ensure IT departments are talking with fraud teams to understand the risks and rewards, or mobile fraud will grow to a bigger issue in the coming years.”
Of the almost 1,500 people questioned for the study between November 2014 and January 2015, 51.3% were from merchants. Of those 9.4% represented websites in the gaming sector. Some 73.8% of gaming sector businesses represented had more than five years’ experience of working online.
Kount helps businesses boost sales by reducing fraud. Our all-in-one, SaaS platform simplifies fraud detection and helps online businesses accept more orders. Kount’s turnkey fraud platform is easy-to-implement and easy-to-use. Kount’s proprietary technology provides maximum protection for some of the world’s best-known brands. Merchants using Kount can accept more orders from more people in more places than ever before. For more information about Kount, please visit www.kount.com.
Robert Jenkins (SkyParlour)
Tel 0844 2939 764