In its second-largest acquisition, Amazon buys the company for $970 million.
The social gaming site needed to make it easy for non-U.S. consumers to pay.
About 70% of the consumers that play social gaming network Roiworld’s fashion games are from outside the United States. Because of that huge pool of potential revenue, Roiworld decided last year that it had to enable overseas gamersto purchase using their own currencies and preferred payment methods.
“We know that a substantial part of users don’t behave the same way as consumers do in the U.S.,” says Lisa Paulson, vice president of business development, games for A&E Television Networks LLC, parent company of Roiworld. “They don’t use the same payment methods that we do in the U.S., which meant we had to find a way to offer them their preferred localized solutions.”
Since it began working with Adyen Inc. last year, Roiworld has added 48 payment options. It presents each customer a tailored choice of payment choices based on his IP address. That means that a U.K. consumer would be presented with the option of using her Maestro card to make a purchase, while a shopper in Korea would not. Maestro is a U.K. debit card brand.
Roiworld primarily switched to Adyen’s payment processing solution to handle payments from abroad, however, the vendor is also helping the company step up its payment security game by making the site compliant with payment card security requirements, known as PCI.
To ensure Roiworld doesn’t have to handle cardholder data, Adyen uses tokenization, a technology that converts card numbers into codes, called tokens. That means that the retailer never has to touch cardholder data, which enables the retailer to achieve PCI compliance, and avoids the risk of hackers stealing card data from Roiworld.
“We’re a gaming company, not a PCI company,” says Paulson. “We don’t have the staff or expertise to handle PCI compliance. And we don’t want to make the investment to do so.”
Having Adyen handle its PCIcompliance was a simple decision, says Paulson, because Adyen doesn’t charge any additional fees for the service. The vendor has a standard pricing model of a flat transactional rate that starts at 16 cents and scales downward depending on volume, along with a fixed interchange markup of 60 basis points that scales down with volume. A basis point is 1/100th of a percentage point.
Adyen promotes itself as providing a full range of international payment processing and risk management technology and services, says Peter Caparso, president of Adyen’s North American division.
The company’s services include real-time payment transaction data reports through an online dashboard, and hosting payment pages for retailers, an option that offers tokenization of customer credit card account data.