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The complications — and opportunities — of turning that ruling into actual online commerce was the topic of a recent interview Karen Webster conducted with Zac Cohen, general manager at Canada-based consumer verification firm Trulioo . As one can easily imagine, that ruling, and the revenue it promises, presents money-making opportunities for such firms — not only for age authentication, but also in the compliance and risk management services that can keep online gambling providers from losing money, reputation and brand value. Since the Supreme Court lifted the betting ban in a 6-2 decision, companies have begun aggressively chasing opportunities to cater to this new $2 billion to $6 billion market. Experts estimate the total size of the illicit sports betting market ranges from $80 billion to $150 billion wagered annually. The ruling also opens the doors for fantasy sports companies like DraftKings and FanDuel to expand their offerings and convert customers to more traditional betting activities. Planning for that new business continues in the wake of the Supreme Court decision, Cohen said. “The expectation is that there will be a lot of expansion or new business opportunity,” he said. “Now the compliance officers and risk strategists are gaining a seat at the table for that planning.” After all, he said, “the fastest way to crash a service, or not make it tenable, is to pump in a lot of fake users.” The way a company like Trulioo helps its online gambling clients avoid such a non-lucrative fate are through geo-location and age verification protections, helping to ensure that the betting providers are complying with the laws of the states in which they are operating. Proper checks of clients also help those betting providers avoid money laundering risks. Cohen described technology that can take a user’s mobile phone number and match it with carrier data to verify age, address and other identifying details in a way “that’s more real-time” than some other methods. His company can also make it possible for gamblers to offer up documents such as passports and drivers’ licenses as part of the verification and authentication process.
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