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Paddy Power - Player Risk Management


Paddy Power is Ireland's biggest and most successful bookmaker, operating both a retail and an online/telephone division.

Formed back in 1988, Paddy Power rapidly became a shining light in the Irish and UK betting industry. Innovation has been the key to the success for the company, who from day one sought to be different from the chasing pack. The vision was simple: position betting as entertainment; make betting with Paddy Power a fun experience that meant a lot more than simply winning or losing money.

The company has 319 retail outlets across the UK and Ireland. Paddy Power also has a significant presence in the Australian betting market through its subsidiary Sportsbet Pty Ltd, and in November 2009 it entered the French betting market through a partnership with PMU, the largest tote operator in Europe.


  • The prevention of underage betting and identity fraud is a significant concern in the online gaming sector, and businesses are increasingly seeking ways to reduce this risk.
  • Paddy Power required a company that could offer a bespoke international identification and verification product, backed by an excellent support service, including portfolio management.
  • Paddy Power needed an intelligent system that could take the information received from players and process it, using Callcredit's data, to give a confident verification decision on new player applications.
  • The cost and time of applying checks, while maintaining high verification rates, was a key concern. Paddy Power and Callcredit worked together to ensure that they quickly processed the highest possible amount of valid applications, while correctly identifying invalid and declined applications.

The Solution

CallValidate was chosen by Paddy Power as a powerful and robust age & identity verification solution that enabled fast and positive player acquisition. CallValidate works by verifying the identities of players against its UK financial and international data sources, with data held for 130 countries.  In addition, Callcredit's dedicated project team worked closely with Paddy Power to ensure CallValidate was configured to deliver the required expectation for both costs and results.


  • Significant increase in pass rates for Age & ID Verification in comparison to competitor solutions.
  • Automated processing resulting in better use of resources.
  • Faster response times, with the ability to handle bulk traffic.
  • Excellent support provided by both dedicated project management and client management teams. 

"Know Your Customer has become increasingly important for both compliance and fraud detection purposes. We needed a solution that could deliver a worldwide approach to customer verification.

"When choosing a verification supplier to work with, we looked at four key areas:

  • Match Rates
  • Intelligence
  • Support
  • Cost

"I'm pleased to say that Callcredit performed well in all four areas. We have improved our UK and international match rates. We received excellent support throughout the integration process and we continue to receive professional support through our client manager. The pricing model suits our needs and the service shows great value for money.

"We are delighted to have chosen Callcredit as a verification supplier and look forward to working closely with them throughout the business relationship.''

Customer Security Manager, Paddy Power