Trustly, a pioneer in Pay by Bank technology, has announced the next generation of its Pay N Play® payment solution at ICE 2025 in Barcelona, promising to significantly enhance user experiences with reduced login times and faster transactions. The new version of Pay N Play® will drastically cut login times from the current 48 seconds to under 10 seconds, while also facilitating quick transactions, seamless onboarding, and customized player experiences. Initially launched in 2015, Pay N Play® transformed the gaming industry by enabling payments in a logged-out state and shortening onboarding times through direct bank account connections. The latest upgrade leverages Trustly’s advanced data engine, Azura, which further minimizes transaction friction and boosts speed by recognizing users across all sites utilizing Trustly’s technology. This means transaction speeds can double, and average transaction values could see a 10% increase.
Main Features and Improvements
The revamped Pay N Play® also offers returning players the ability to log in and make deposits within seconds, merging these processes into a single, uninterrupted flow, thereby providing a more refined user experience. This innovation aims to assist operators in heightening conversion rates and bolstering player engagement, all without the need for additional development efforts on their part. Jussi Lindberg, Trustly’s Chief Revenue Officer, highlighted that the evolution of this solution was driven by client feedback, signifying a step forward in player engagement while maintaining ease of integration for operators.
Adopted by major gaming operators such as Bet365, Flutter, William Hill, and LeoVegas, Trustly’s platform enables users to instantly deposit funds from their bank accounts while securely sharing necessary information with operators. This enhances both the convenience of transactions and the security of the user’s data. The Azura-powered iteration of Pay N Play® will first be rolled out with select operators in 2025, aiming for a broader release in the near future.
Industry Implications and Future Trends
This enhancement highlights industry trends focused on increasing efficiency, reducing user friction, and utilizing data for smooth user experiences. Trustly’s ongoing innovations set the bar for addressing the challenges operators face and catering to players’ needs in a competitive market. By using advanced data analytics and user-recognition technology, Trustly shows its commitment to offering streamlined solutions that build trust and engagement. As the gaming industry progresses, these advancements help operators stay ahead by providing seamless and secure transaction methods that align with players’ rising expectations globally.
Looking ahead, Trustly’s innovation paves the way for even more advanced developments aimed at further reducing transaction times and improving user convenience. With its proven success and strong technology, Trustly has the potential to continue shaping the future of gaming transactions, making it easier for operators and more satisfying for players. Their efforts ensure that as the gaming landscape evolves, both operators and players benefit from ever-improving technological solutions that emphasize security and efficiency.