How White Hat Gaming uses Signup+ to attract high-quality players
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White Hat Gaming is one of the world’s leading iGaming platforms with a strong and diverse portfolio of gaming and casino brands across Europe and the USA.
White Hat Gaming also provides their own technology services to other gaming companies. With licenses to operate in multiple countries including the UK, Malta, and the US, it has plans to expand even further.
Rob O'Sullivan, Payments Product Manager at White Hat Gaming, is responsible for all payment integrations across the portfolio of brands. He explains the Payment team’s main goal at the core of everything they do: "We want to get customers successfully in and out of the cashier as quickly as possible."
The team’s key measure of success is deposit success rate, ensuring new customers are able to make a deposit quickly and seamlessly.
“We want to get customers successfully in and out of the cashier as quickly as possible.
Rob O’Sullivan, Payments Product Manager
The challenge: manual registrations and player drop-off
Before using Signup+, White Hat Gaming used a manual registration process. New users had to manually enter lots of personal information, including name, address, date of birth, email, and phone number and wait patiently for those to be verified.
Even though the Payments team constantly optimised these forms for different brands and markets, the manual process still created problems. As O'Sullivan put it: "With manual player registration, we were seeing high drop-off rates and errors when players had difficulty entering the correct details in the fields."
This friction directly hurt their ability to convert sign ups into funded players. Every extra field users had to fill out increased the chance they'd give up and leave. While they had good identity verification processes for regulatory compliance, the manual signup still created unnecessary barriers.
The solution: simpler signups with TrueLayer
White Hat Gaming already partnered with TrueLayer for closed-loop payments in the UK, Finland and Ireland. So when TrueLayer approached Rob and his team about Signup+, it felt like a no brainer, especially as it offered a way to better service the UK market.
Bank selection: players select their bank
Deposit: players confirm their deposit and the payment is initiated
Authenticate: player is taken to their banking app to authenticate securely
Account creation: Signup+ uses their banking data and matches it with identity data sourced from our credit bureau partner
The appeal of Signup+ was simple: completely change how people onboard and make a first-time deposit. The new process is a marked contrast from the existing manual sign up and deposit flows of its existing manual registration experience. The whole process can take as little as 60 seconds.
“"Players now just create an email address and password, and we get the rest of the information, automatically. And by combining this streamlined signup process with the first-time deposit, we can maximise successful deposits.”
Rob O’Sullivan, Payments Product Manager
What particularly impressed White Hat Gaming was TrueLayer's support during setup. O'Sullivan praised their partnership, especially the TrueLayer Customer Success Team: "We have weekly check-ins with a dedicated CSM. I don't have this level of relationship with any other provider."
"TrueLayer has been fantastic not only for getting the integration done, but also bringing innovation and ways we can improve further” explains Rob, noting the difference between TrueLayer’s collaborative approach and the experience with other partners. “It’s a world away from many other providers that just hand you some documentation and leave you to figure it out.”
The results: superior deposit success
Since its launch on White Hat Gaming brands Casiku and Jackpot Village, Signup+ has delivered measurable improvements in just a few months.
On their Jackpot Village site, Signup+ makes up about a quarter of new registrations, but contributes much more to successful deposits. “Despite only taking 26% of registrations, about 40% of first-time depositors come through Signup+. This key for us, as there’s no point in users registering without making a deposit.” Rob expects Signup+ to continue to grow at registration, enjoying a larger and larger share of all registrations.
“Despite only taking 26% of registrations, about 40% of first-time depositors come through Signup+.
Rob O’Sullivan, Payments Product Manager, White Hat Gaming
For their Casiku brand, almost half of registrations now use Signup+. More importantly, Signup+ attracts high-quality players, who successfully deposit money and don't get blocked for issues like duplicate accounts or self-exclusion problems. 44% of these valuable customers come from Sign-up+.
The retention rate for Signup+ customers on Casiku is also excellent, with 98.5% of Signup+ registered players continuing to use Pay by Bank — the payment method used for the first-time deposit — for future deposits. O'Sullivan confirmed: "Almost everyone stuck with Pay by Bank, which is great. We want that consistency as much as possible."
Feedback from brand managers consistently shows customers find the new sign-up process "much easier" and it's been "well received."
What's next: growing the partnership
Based on the success, White Hat Gaming plans to add Signup+ to "at least two more brands by September, with potential for several more."
To make this easier, they're building an internal tool that will let their clients easily add Signup+ to their own website designs.
“"TrueLayer has been fantastic not only for getting the integration done, but also bringing innovation and ways we can improve further.”
Rob O’Sullivan, Payments Product Manager, White Hat Gaming
And would Rob recommend Signup+ to industry peers? "Absolutely” he says. “I think not just the product itself, which is fantastic, well-rounded and visually appealing but the care from TrueLayer itself. The very close working approach has been massively beneficial for myself and White Hat Gaming."
This strong endorsement highlights how Signup+ combines a much-needed product, strong integration expertise and tangible results, helping White Hat Gaming continue to grow in the competitive iGaming market.