Riten Gohil, Digital ID, fraud and AML evangelist at Signicat, writes for SBC News regarding the importance of a truly holistic customer view. 

The gaming industry has long wrestled with the challenge of balancing growth with responsibility. As customer engagement is totally focused on digital channels, so too is the complexity of ensuring that operators meet compliance obligations, prevent fraud, and promote safer play – all while delivering a seamless user experience.

The next evolution in this balancing act is the holistic customer view – a unified, data-driven perspective that connects fragmented identity, behavioural, and risk information to enable a better understanding of player behavior.

Yet achieving this better understanding of customers has remained elusive. It requires a more joined-up view of information points, but also the secure, compliant, and orchestrated management of customer trust signals – from identity to affordability, from device intelligence to behavioural markers. This is where innovative solutions like Signicats RiskFlow Orchestration step in: transforming a regulatory ambition into a practical, scalable reality.

The vision behind holistic customer view

The idea of a holistic customer view aligns strongly with the objectives of the UK Gambling Commission and advocacy groups who have long envisioned a system that enables operators to identify vulnerable players across brands and platforms before harm occurs. Whilst there is a focus on cross-brand data sharing, getting your own data in a uniform, consistent form will aid a much stronger understanding of good and bad actors.

The goal: route out bad actors early for signs of fraud, bonus abuse, and so on, deploy best-in-class customer verification procedures, automate AML checks, and most importantly, protect customers who might be showing signs of problematic gaming – regardless of which operator they’re using.

However, implementation hurdles remain significant:

• Data silos across operators prevent a full understanding of player risk.
• Varying KYC and AML processes create inconsistent identity assurance levels.
• Privacy and GDPR constraints make data sharing complex.
• Legacy systems lack the orchestration layer needed to join trust and risk signals from multiple sources.

As a result, most current harmonisation in this area remains partial or reactive…more an aspiration than an operational capability.

From compliance to orchestration

To move from concept to capability, gaming operators must shift how they approach data and identity management. Instead of treating verification, monitoring, and affordability as discrete checks, these can be orchestrated within a single, intelligent workflow.

Signicat RiskFlow Orchestration solution enables exactly this. It provides an adaptive, API-first layer that connects data sources, verification vendors, and risk systems – translating raw signals into actionable insights.

For gaming operators, this means being able to:

• Verify identity once and reuse it across multiple contexts.
• Enrich player profiles in real time with trusted data from open banking, PEP/sanction lists, behavioural analytics, and affordability sources.
• Apply dynamic risk policies that adjust automatically based on player behaviour or jurisdictional rules.
• Instantly review data through real-time case management and create instant reports and analytics to identify customer behavioral clusters for further actions and potentially ongoing reporting.
  

It’s not about more data – it’s about better, trusted data, intelligently orchestrated through trusted solutions like Signicat’s RiskFlow Orchestration trusted by industry-leaders.

Building the holistic customer view through risk signals

A player signs up on a betting platform. Through RiskFlow, the operator can instantly verify identity using multiple providers, check affordability via open banking or credit data, and assess real-time risk indicators such as device reputation or geolocation anomalies.

As that player interacts across brands or verticals, these trust and risk signals are continuously updated and shared within compliant parameters – creating a live ‘risk graph’ around each user.

Key components include:

• Identity proofing & verification: linking every account to a verified individual.
• Ongoing AML & risk monitoring: integrating PEP, sanctions, adverse media, and transaction screening dynamically.
• Behavioural and affordability insights: assessing spend patterns and betting behaviour to flag early signs of harm.
• Consent and data governance: managing permissions transparently and ensuring GDPR compliance.

This creates a holistic picture of who the customer is, how they behave, and what level of intervention or monitoring is appropriate. Not just for one operator, but across the ecosystem.

Collaboration without compromising privacy

One of the most persistent challenges in building a holistic view is privacy. Operators hesitate to share sensitive customer data, fearing competitive and legal exposure.

Signicat RiskFlow addresses this through privacy-preserving orchestration. Instead of pooling raw data, operators exchange verified outcomes or tokens – effectively ‘yes/no’ risk signals that confirm a player’s identity or vulnerability status without disclosing personal information.

This federated approach enables cross-operator collaboration within a compliant, auditable framework – aligning commercial incentives with regulatory responsibility.

Operational and competitive benefits

While the primary driver of such a holistic view is consumer protection, the business upside is equally compelling. Operators adopting RiskFlow gain:

• Reduced friction and cost: Reuse verified identities and streamline onboarding.
• Lower fraud exposure: Detect multi-accounting, synthetic identities, and bonus abuse earlier.
• Smarter risk decisions: Integrate affordability, AML, and behavioural data in one unified model.
• Regulatory readiness: Stay ahead of tightening rules from the UKGC, EU, and other global markets.
• Customer trust and retention: Build loyalty through transparent, safer, and personalised engagement.
  

In an industry increasingly defined by trust, taking such an approach isn’t just a compliance necessity – it’s a competitive advantage.

Case in point: orchestration in action

Across Europe, RiskFlow Orchestration already supports leading financial services, fintech, and gaming operators. The platform connects more than 250 data sources — from national eIDs to open banking — providing a single integration for orchestrating verification, monitoring, and decisioning workflows.

For gaming operators, this means being able to:

• Configure bespoke onboarding and monitoring flows per market (e.g. UK, Sweden, Canada, Netherlands).
• Incorporate self-exclusion and affordability checks directly into sign-up journeys.
• Apply risk-based triggers — requesting enhanced checks only when thresholds are breached.
  

The result: a faster, safer onboarding process with higher regulatory assurance – without sacrificing user experience.

The regulatory horizon

The UK Gambling Commission’s call for a single customer view is just the start. Across Europe, regulators are moving toward interconnected oversight that demands stronger collaboration and better technology.

Upcoming reforms such as affordability checks, frictionless identity re-verification, and real-time harm detection will make orchestration not optional but essential.

With RiskFlow Orchestration, operators can comply with these evolving frameworks and demonstrate proactive risk governance – without reinventing their tech stack each time regulation changes.

The road ahead: from reactive to predictive responsibility

The ultimate promise of SCV is not just sharing data, but enabling a predictive, preventative approach to player protection.

By linking identity, transaction, and behavioural data within a trusted framework, operators can spot early warning signs long before harm occurs – turning compliance into a form of customer care.

Imagine an environment where affordability warnings, AML alerts, and behavioural markers converge in real time to trigger interventions – from deposit limits to personalised support. That’s the future of responsible gaming, and it’s built on Signicat RiskFlow.

Conclusion

A true holistic customer view is no longer an abstract goal. With the right orchestration layer, it becomes a measurable, actionable system that unites compliance, player protection, and growth.

For gaming operators facing increasing regulatory scrutiny and customer expectations, the path forward is clear: move from fragmented data to orchestrated trust.

With Signicat RiskFlow, the industry can finally deliver on the promise of safer, smarter gaming – where every player is seen, protected, and understood.

Flutter.com embraced orchestration several years ago, working with Signicat to solve many of the themes discussed above. Read more about their story here.