Case Study: Atlantic Lottery boosts iCasino pass rate from 68% to 82% with GBG identity data verification

With GBG identity data verification, Atlantic Lottery’s pass rate for new iCasino players increased from 68% to 82%, a 14% increase in players

Atlantic Lottery, which serves more than 650,000 customers across New Brunswick, Nova Scotia, Newfoundland and Labrador and Prince Edward Island and onboards 80,000–120,000 new players online each year, faced a legacy identity verification process that only returned pass/fail results and gave no insight into why applicants failed KYC. Seeking better player experience and regulatory compliance, Atlantic Lottery turned to GBG and its identity data verification solution to gain visibility and control over onboarding outcomes.

GBG’s identity data verification (including GBG’s ID Scan technology) gave Atlantic Lottery detailed reporting and configurable checks, initially unlocking a 7% uplift in pass rates and later improving iCasino pass rates from 68% to 82% — a 14% increase in new players (more than 10,000 extra players last year). GBG’s solution, which checks against Canadian credit agencies and verifies IDs and bank accounts, also cut manual verification calls to Atlantic’s call centre by at least 30%, delivering measurable operational savings and a better onboarding experience.

Atlantic Lottery

Adam MacLeod

Digital Product Manager