In the iGaming industry, compliance and player acquisition are often seen as opposing forces. More friction at onboarding means fewer players, but less friction means more fraud. We sat down with Roger Redfearn-Tyrzyk, Chief Commercial Officer at Shufti, a leader in the digital identity space, who argues this is a false choice.

For him, a proactive, unified identity strategy isn’t just a defensive cost-it’s the single biggest driver for sustainable growth, tackling everything from deepfakes to global expansion.

Commercial Strategy & Growth

As CCO, how do you translate the goal of “reducing fraud without adding friction” into measurable revenue growth for iGaming operators?

It’s simple. Every extra click or second during onboarding can mean losing a genuine player. At Shufti, our focus is finding that balance where you stop fraud without slowing players down.

We’ve worked hard to reduce false positives, improve verification accuracy, and cut onboarding times, helping operators verify real players faster while keeping bad actors out. Our clients typically see significantly improved conversion rates, faster verification times, and substantial reductions in fraud attempts.

That’s the real business case for investing in advanced identity tech. Accurate, frictionless verification doesn’t just prevent losses; it drives growth by building trust, loyalty, and smoother player acquisition in every regulated market.

You’ve worked across several sectors in digital identity. How does selling to iGaming differ from Fintech or Mobility?

Each industry looks at identity through its own lens. In Fintech, it’s all about compliance and AML precision. In Mobility, its safety and user authenticity. But in iGaming, the number one priority is speed… getting players verified and playing in seconds, while staying fully compliant with KYC and responsible-gaming rules.

Our go-to-market strategy for iGaming reflects that urgency. We lead with data, showing operators how faster verification translates into higher conversion, lifetime value, and lower dropout rates. And we don’t just sell a product; we co-design onboarding journeys with operators, aligning UX and compliance teams to build the smoothest possible player experience.

At the end of the day, compliance and player experience aren’t opposites; they’re two sides of the same trust story.

Shufti supports operators in over 240 regions. How do you maintain speed and accuracy at that scale, especially with so many regulatory frameworks changing constantly?

That’s one of our biggest strengths. Shufti was built for scale with precision. We currently support over 10,000 document types and 97 languages, powered by AI models trained to recognize regional nuances. Aside from that we have non-doc/eIDV verification, AML, eIDs, KYB, Transaction Monitoring to really double down on being the identity partner for operators. We are not a point solution but an identity gateway.

From a performance standpoint, we maintain 98% verification accuracy in under 30 seconds even in complex environments. Behind the scenes, our Regulatory Intelligence Unit works closely with our product and AI teams to stay ahead of evolving laws and adjust verification logic in real time.

That combination, global reach with local depth, means our partners can expand confidently into new markets without running into compliance surprises or operational bottlenecks.

Innovation, Fraud & Digital Trust

Shufti recently won an innovation award for tackling deepfake fraud. How serious is that threat in iGaming right now?

It’s very real and growing fast. Deepfakes have moved from “interesting technology” to “active threat.” Fraudsters are using generative AI to create incredibly convincing fake identities that can bypass older verification systems.

At Shufti, we’ve been proactive about this. Our anti-deepfake technology combines deepfake forensics, 3D liveness detection, and motion analysis to catch even subtle synthetic manipulations. We look at micro-expressions, texture inconsistencies, and depth cues… things that are invisible to the naked eye.

For operators, the answer is layered defense. Use biometric checks, partner with providers that retrain their AI models continuously, and stay ahead of evolving fraud vectors. That’s how digital trust is protected… not reactively, but by being ready for what’s next. Trust is built by proactivity of the vendor to prevent, detect and execute a strategy before the threats arrive and this is what we do every single day.

Compliance usually feels like a cost. How do you help operators see it as a competitive edge?

I think that mindset is shifting. Compliance isn’t just a checkbox anymore; it’s part of the brand experience. Players care about safety. How you verify them says a lot about who you are as a brand.

When operators make KYC fast, transparent, and privacy-friendly, it becomes a moment of reassurance for the player. It says, “You’re safe here.” That trust leads to loyalty.

At Shufti, we design compliance systems that are not only audit-ready, but also commercially optimized which means operators see real results: faster onboarding, lower dropout, better retention. I have believed that those who treat compliance as a trust-building tool are the ones that win long-term, indeed.

But in the end of the day for some the costs are the breaking point because they cannot allow CAC to go over certain levels or there are other KPIs, so let me assure you that because we own our technology stack we are very cost attractive to our customers.

Shufti now offers transaction monitoring in addition to KYC. How do those work together to strengthen trust?

Think of it this way. KYC tells you who the player is, while transaction monitoring tells you how they behave. When you connect those dots, you get a full picture of risk and trust.

At Shufti, we’ve built an integrated system where verified identity data continuously feeds into transaction monitoring. That means operators can spot suspicious patterns, like unusual betting behavior or account takeovers, in real time. In order to build proper risk profiles and be able to be proactive the data that we collect like i.e. IP, device, VPN, documents etc. is being used in order to shut out bad actors and keep real customers safe at all times.

A lot of operators still treat KYC and monitoring as separate systems. The real value comes when they’re unified. That’s when you move from compliance to intelligent risk management… protecting both your revenue and your reputation.

Leadership & Market Dynamics

You’re known for working closely with product teams to “build what customers actually need.” How do you make that feedback process work in practice?

It’s one of the most structured parts of how we operate. We run a closed feedback loop where every client conversation, integration challenge, and product request is logged into a central insights system. Product leads review it weekly, and we align those findings quarterly with data and regulatory updates.

That way, our roadmap isn’t just driven by technology; it’s driven by what’s happening on the ground with operators. It keeps innovation practical, relevant, and always one step ahead of what the market’s asking for.

In the past I didn’t have any of the above and so it is so refreshing to actually make a proper difference. The saying of “built by and for the industry” is totally real here at Shufti.

You’ve described your leadership style as “clear, hands-on, and human.” How does that play out with a team selling complex AI technology?

Technology only works when people believe in it and definitely in each other. My job is to make sure everyone understands not just what we’re building, but why.

We spend a lot of time helping the team translate complex AI concepts into customer language, what it means for their growth, their risk, their user experience. And I stay very close to that process: I join client calls, visit partners, meet people at industry events, and I’m always open to discussion during webinars or panels. That interaction keeps the dialogue alive; it’s where new ideas come from.

A people-first culture creates honesty and authenticity, and that’s where real trust comes from. It’s something I want every client to feel when they talk to anyone at Shufti.

Aside from that I believe that I have to act as an example to everybody else in order for the organisation to give its best. I would never ask people to do something that I wouldn’t do. It’s as simple as that. Only if we work together, as a team, in a cohesive way, only then we will be able to deliver the best technology, experience and most importantly great customer service.

New markets like North America and LatAm are tightening regulations fast. Which rules are driving the biggest demand for Shufti right now?

Right now, it’s all about player protection, AML transparency, and affordability checks. In regions like Ontario, Colombia, and parts of the U.S., operators must prove they can verify players in real time and monitor affordability as part of responsible gaming.

That’s exactly where Shufti adds value. We offer region-specific compliance logic and the ability to deploy at scale almost instantly. As new frameworks appear, we adapt our verification flows so operators stay compliant without losing momentum. In a fast-regulating world, flexibility is the real differentiator. We help our partners move first, not play catch-up.

Although we are a global solution, we double down on regional nuances and being able to deliver first class products and services in every country that our customers operate in.

Many large operators use multiple verification vendors. What makes Shufti a stronger orchestration partner?

We see a lot of operators juggling multiple vendors; one for documents, another for biometrics, another for transaction monitoring. It’s complex and expensive.

Shufti simplifies that with a unified orchestration layer, a single platform where operators can configure verification logic, apply regional compliance rules, and manage performance data end-to-end.

For a Head of Risk, that means fewer systems, faster integrations, and smarter decision-making powered by unified data. The gain isn’t just operational; it’s in fact strategic. It turns identity verification from a cost centre into a scalable trust infrastructure that supports growth.

There is not a single other technology provider that is as strong as we are in APAC, EMEA, MENA and Americas combined.