SYS-CON MEDIA Authors: Adine Deford, Cynthia Dunlop, Harry Trott, Xenia von Wedel, Peter Silva

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Paddy Power Signs 2 Year Deal With Callcredit for ID Checks

LEEDS, UNITED KINGDOM -- (Marketwired) -- 04/14/14 -- Paddy Power has extended its contract with Callcredit Information Group to use their ID verification package for a further 2 years.

The Irish bookmaker will continue to use Callcredit's CallValidate in order to check the identity of players signing up to its online betting service. The solution provides validation of a customers' name, address and date of birth details, whilst conducting a real-time check against bank providers' records. This not only confirms that the person's identity actually exists, but also that the bank account being used for payment is also linked to the correct name and address, therefore making it much easier to identify potential fraudulent activity.

The implementation of the solution has enabled Paddy Power to verify customers in both the UK and internationally, without the need to request documentation, thus improving customer experience, reducing administration costs and increasing match rates enabling greater numbers of customers to be verified each month.

Andy Ryan, Customer Security Manager, Paddy Power commented "Paddy Power is delighted to extend its partnership with Callcredit for another 2 years. To be honest it wasn't a difficult decision. When you combine an effective and efficient technology solution for customer age and identify verification, a highly proactive and supportive account management team and a cost effective pricing model, it has all the ingredients for a successful partnership. By working collaboratively we have overcome challenges and obstacles, and enhanced the benefits of the products we utilise. We believe that the next 2 years will bring even greater benefits and we look forward to working with the Callcredit team.

Sadie Guymer, E-business Sales Manager, Callcredit added "Our ID verification tools are the perfect solution for businesses, such as Paddy Power, who need to verify the ID of their customers quickly and efficiently both in the UK and internationally. We are thrilled to have the opportunity to continue working with Paddy Power for a further 2 years, building upon our existing relationship and continuing to support them in their future success."

About Callcredit Information Group - www.callcredit.co.uk

Callcredit Information Group's leading approach to deploying consumer information brings together experts across the fields of credit referencing, marketing services, interactive solutions and consultative analytics to provide clients with a range of innovative and effective products to discover new customers and to engage with current customers to optimise and increase profitability.

In a first for UK consumers, Callcredit launched Noddle (www.noddle.co.uk), a service that offers people free access to their personal monthly credit reports for life.

Other products include award-winning fraud verification tools and database solutions to positively verify consumers, global operations to help expand businesses into new markets, digital solutions to improve the overall journey consumers make during interaction with a brand and consumer marketing data and segmentation to improve understanding and targeting of customers and prospects.

Callcredit also offers products for their clients to assess a customer's credit risk and affordability and their experts in collections and recoveries provide tailored debt recovery and tracing tools. Their market analysis and network planning function helps organisations develop profitable retail networks, and their tools in multi bureau, analytics and metrics work to provide fully assessed bureau data.

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