Entering a crowded payments market
WagerWallet by Neosurf is aiming to bring a player-first approach to iGaming payments. Sue Page, CEO – Americas, Neosurf, tells us more…
Launching a payment product in the US means stepping into a crowded market but one we believe is ready for something new. Wallets are gaining traction, players want more control and the payment experience has become a key driver of loyalty. It’s no longer just about moving money; it’s about delivering the kind of seamless, flexible experience that keeps players engaged and operators competitive.
What we heard in the US, loud and clear, was that the market was ready for something purpose-built. Not a retrofitted ecommerce tool. But a wallet that matched the rhythm of real betting behaviour, improved compliance workflows and gave players a better handle on their spend.
Players are different
Unlike other financial behaviors, betting is fast, frequent and often emotion driven. Our US research, conducted with Betting Hero, revealed that 55% of players deposit and withdraw at least every other week. Yet existing payment flows aren’t keeping up with this behavior. Inconsistent experiences across different operator accounts, with delays on both deposits and withdrawals, and limited visibility into total betting spend, are all contributing to player dissatisfaction.
Products like WagerWallet addess these issues and more. Players get instant access to their funds, can set personal limits and have a centralized view of profit and loss across multiple operators. For operators, it’s an improved payment experience that helps keeps players and funds, in their ecosystem.
Improving operator margins
Every redeposit carries a cost and, in many cases, operators are paying that cost multiple times on the same funds. When a player withdraws and later redeposits, the operator is hit with processing fees all over again. Multiply that across a player base and it becomes a major drag on margins.
The right wallet changes that equation. By enabling withdrawals back into a wallet environment where players already manage their betting budget, the funds remain within a controllable, cost-efficient loop. There is no need to exit to a bank or external account, meaning fewer third-party fees and lower redeposit overheads. Besides, traditional payment flows leave operators blind once money leaves the platform. But with the right solution, operators gain access to previously unavailable data; how much is being redeposited, how much is lost to competing operators and how much is withdrawn completely. That level of insight supports smarter retention strategies and allows for more informed decisions.
Shared compliance = safer play
Responsible play isn’t just the operator’s job. We believe this is a shared responsibility between operators, platforms and providers. But many esponsible gambling tools go unused. Players told us they want better budgeting features – 79% said they’d like a way to track their total betting spend – but they aren’t utilizing RG tools or limits because they associate them with problem gambling. What they actually want are intuitive, proactive money management tools that empower them and feel like a part of the overall betting product.
The cash economy still matters
Digital innovation often focuses on card and app-based journeys, but many players still value cash, whether for budgeting, privacy or access reasons. And they regularly use more than one funding method. Our research found that 65% of players were using or would use cash to deposit from retail locations. That’s a significant segment and one that’s continually underserved.
The future of wallets
The US betting market isn’t standing still. As regulation advances and player expectations rise, payments are no longer just about moving money, they’re about enabling trust, improving experience and shaping behaviour. Wallets are now central to that shift, not just as a convenience, but as a key component of a healthier, more accountable ecosystem.
Digital wallets are growing in popularity and are now the preferred payment method for many players. Players expect speed and simplicity but that is only part of the story. They also want privacy, budgeting support and greater control over their spend. Our research shows they’re actively looking for tools that help them stay in control.
Ultimately, payments are not a standalone function, they’re a fundamental part of the iGaming experience. And with that comes responsibility. To players, who deserve tools that empower and protect them. To operators, who need partners that go beyond compliance. Finally, to regulators, who should expect payment providers to contribute to a safer, more transparent industry.
Players trust our reporting due to our commitment to unbiased and professional evaluations of the iGaming sector. We track hundreds of platforms and industry updates daily to ensure our news feed and leaderboards reflect the most recent market shifts. With nearly two decades of experience within iGaming, our team provides a wealth of expert knowledge. This long-standing expertise enables us to deliver thorough, reliable news and guidance to our readers.
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