Trustly unveils new iteration of payments technology for gaming industry

Pay by Bank provider Trustly has launched the next iteration of its payment technology ‘Pay N Play’, harnessing its proprietary data engine, Azura, to reduce average login time.

The latest version of the solution is expected to cut the average time it takes to login from 40 seconds, down to under 10 seconds, while also delivering faster transactions and personalised player experiences.

When Trustly launched ‘Pay N Play’ in 2015, it reduced the onboarding time by connecting players to their bank accounts, and enabling payments in a “logged-out state”.

Azura enables consumers who opt-in with one merchant to be recognised across all other sites using Trustly’s technology, creating a network effect, and accelerating transactions, making them up to twice as fast, while boosting average transaction value by 10%.

By using Azura and an “identification feature” together, the upgraded ‘Pay N Play’ will enable returning players to login within 10 seconds and combine logins and deposits into a single flow, allowing them to start playing in fewer than 20 seconds.

Trustly will pilot its Azura-powered ‘Pay N Play’ technology with select gaming operators in 2025, before preparing for a wider rollout.

Jussi Lindberg, chief revenue officer at Trustly, said: “As the trusted pioneers of Pay N Play, we have consistently addressed key challenges in the gaming industry while driving innovation.

“A decade after reshaping the industry, we’re proud to introduce the latest evolution in player engagement, inspired by valuable feedback from our clients.”

He added: “The new solution redefines the player experience, boosts operator conversion rates, reduces friction, and integrates seamlessly for rapid adoption by existing customers.”

Gaming operators Bet365, Flutter, William Hill, Betway, LeoVegas, Betsson, Kindred, and Entain already use Trustly’s technology, including its Pay by Bank platform, which enables players to deposit funds instantly from their bank accounts, having consented to share their data with the operator.

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