New development in payment solutions for the gaming industry announced by Trustly

Trustly, a leading online payments company, has launched an updated version of its payment technology, 'Pay N Play'. The new solution, powered by the proprietary data engine Azura, is designed to redefine the player experience and reduce friction in the gaming industry.

The new 'Pay N Play' solution allows players to deposit funds instantly from their bank accounts, having consented to share their data with the operator. This streamlined process is expected to reduce average login time from 40 seconds to under 10 seconds, providing a significantly improved player experience.

Jussi Lindberg, the chief revenue officer at Trustly, commented, "Our updated 'Pay N Play' solution is a game-changer for the gaming industry. It's all about making the player journey as smooth and enjoyable as possible while ensuring the highest level of security and convenience."

Azura creates a network effect, making transactions up to twice as fast and boosting the average transaction value by 10%. Moreover, consumers who opt-in with one merchant using Trustly's technology can be recognised across all other sites using the same technology. This feature is expected to boost operator conversion rates.

In addition to the gaming industry, Trustly's technology is expanding into the fitness and wellness industry with a new partnership.

Trustly's 'Pay N Play' technology will be piloted with select gaming operators in 2025, with plans for a wider rollout following the pilot. The future gaming operators partnering with the Azura-supported version of Trustly’s 'Pay N Play' have not been publicly specified.

The upgraded 'Pay N Play' will enable returning players to login within 10 seconds and combine logins and deposits into a single flow. This feature, along with faster transactions and personalised player experiences, is expected to boost the overall player experience and engagement.

Trustly's 'Pay by Bank' platform is already used by gaming operators such as Bet365, Flutter, William Hill, Betway, LeoVegas, Betsson, Kindred, and Entain. The company is looking forward to onboarding more operators to its 'Pay N Play' network in the future.

For more information about Trustly and its services, please visit [Further Reading].

New development in payment solutions for the gaming industry announced by Trustly