In the dynamic world of i-gaming, we are constantly confronted with changing regulations that impact our operations. Recently, we faced a challenging issue: how to meet the new requirement from the Dutch Gambling Authority (KSA) that at least 95% of our traffic must be 24 years or older, while simultaneously improving and maintaining the user experience for our visitors.
The Dutch Gambling Authority has approved the use of analytics data to verify the age of visitors. However, in Google Analytics, we observed that measuring all traffic resulted in more than 5% of underage visitors. Underage visitors who indicate they are younger than 24 through the age wall are also included in this count.
This led us to the idea of creating a separate Google Analytics property and only activating it for visitors who have confirmed they are 24 years or older. This doesn’t necessarily mean that all these visitors are actually 24 years or older, but it has significantly helped to reduce the number of visitors under 24 within Google Analytics.
The implementation works as follows:
- Implement an age wall to ask visitors to confirm their age, store this confirmation in a cookie or session to prevent repeated displays.
- When a visitor indicates they are 24 years or older, push a custom event to the dataLayer.
- Use Google Tag Manager to activate the analytics tracking code based on this custom event.
- This ensures that the tracking code is only loaded for visitors who have confirmed they are 24 years or older.
If you are interested in applying a similar approach to your website, please let us know! We are ready to assist.
