Connecting with the American Marketplace: Trustly’s US Expansion Strategy

Connecting with the American Marketplace

In a recent dialogue with Gaming Insider, Trustly’s Gaming Sector Lead, John Mallia, explored the payment processing firm’s journey this year and potential developing sectors.

**Gaming Insider:** John, could you provide a concise overview of Trustly’s year? What significant hurdles have you encountered?

**John Mallia:** Regarding obstacles, the Swedish market underwent new regulations at the year’s outset, impacting the entire sector. Naturally, we felt the effects, but we’ve successfully navigated the turbulence. We’re continuing to introduce new brands and initiatives with operators, including a recent collaboration with Catena Media. A few roadblocks don’t derail your entire year unless you allow them to.

Competition persists, with new brands constantly emerging, but our robust product keeps us strategically positioned. Other challenges include developments like PSD2 (Payment Services Directive 2), which led to some banks implementing changes quite late in the process. However, we’ve been preparing for PSD2 and open banking for a considerable period.

**Gaming Insider:** You referenced the Swedish market. How has the situation evolved there this year following the regulatory changes?

**John Mallia:** We experienced a somewhat difficult phase as the market adapted, but this holds true for the entire Swedish industry. The positive takeaway is that we remain aligned with our objectives and maintain a strong foothold in the market. We anticipate that the hurdles posed by re-regulation will ultimately bolster our position.

**Gaming Insider:** When a market undergoes re-regulation, do any valuable insights emerge from the process?

**John Mallia:** I believe this is a rather distinct situation; …

What distinguishes the Swedish market is its self-banning rule. Nobody was fully ready for that, but it provided everyone with a crucial learning experience: when venturing into a new market, grasp the rules beforehand. Naturally, you evolve and gain knowledge as you progress, and each regulatory body has its own distinct method of functioning, including how they execute regulations and guidelines.

The lifetime promotional offer restriction is something exclusive to the Swedish market and its regulatory authority; other markets lack this. Every market presents its own hurdles, but the obstacles are fundamentally alike for each regulated market. You must demonstrate leadership and proactiveness regarding compliance, meticulously examine the application procedure, and foresee the required timeframe.

As a financial transaction service, we were already a licensed Swedish financial entity, so we didn’t need to undertake much preparation, which placed us in an advantageous position.

In our prior discussion with Samuel Barrett, he mentioned that you might be compelled to halt your services if the Swedish Gambling Authority or a judicial body determines that an operator has breached a clause within the Swedish Gambling Act. Has this ever been necessary for your company?

We encountered a situation this year where an operator had their authorization rescinded, and we ceased our service subsequently. The operator themselves were obligated to shut down their platform as well.

This happens just annually.

In May, your organization declared a union with Silicon Valley-headquartered PayWithMyBank. Can you speak to the importance of this agreement? Will this set the stage for expansion into the American gaming sector?

The amalgamation with PayWithMyBank is certainly a topic worthy of conversation. We consistently pay attention to our clientele, including the markets they desire to penetrate or require our assistance in. The United States is clearly a top priority for them.

This fusion with PayWithMyBank provides us with a remarkable chance to enter this market collaboratively with operators. PayWithMyBank possesses an existing clientele in the US within the gaming realm, specifically iGaming patrons, so it’s familiar ground for them. For us, it’s an ideal launchpad into a very promising market.

The objective is to be strategically situated in this manner to leverage the escalating pattern of account-to-account transfers, a method gaining substantial popularity in the US.

Are there any additional emerging markets you are aiming to penetrate?

We are unable to reveal any particular markets presently, but we are diligently striving to introduce our services in new territories. Trustly has evolved from a European provider to a global entity, and we shall persist on this trajectory. As for which market will be initial and the timeframe, it’s premature to determine.

What obstacles do you anticipate in 2020?

The gaming industry has perpetually been a fiercely competitive arena.

The business environment is becoming increasingly cutthroat, with stricter rules emerging, presenting both advantages and disadvantages.

Consider Trustly. We transform these hurdles into prospects. We were pioneers in areas like PSD2, open finance, and application programming interfaces. Our momentum continues – anticipate fresh offerings and enhancements to our current suite.