32Red hit the Pay by Bank jackpot with a simpler flow and a partner who could help them make it seamless

Key results:

• Pay by Bank adoption almost doubled in the weeks of launch
  
• A more intuitive flow helped reduce friction and strengthen the customer experience
  
• Higher acceptance and completion rates after refining the Trustly-powered flow
  
• Instant, verified payouts reduced manual checks and operational efficiency
  
• Integration completed quickly and with minimal lift
  

When 32Red set out to optimise its payment experience, the goal wasn’t to add more options; it was to make every deposit and withdrawal feel effortless.

Part of the FDJ United—one of Europe’s largest regulated gaming operators—32Red understood that every extra step in the cashier can introduce friction. With Trustly’s responsive technology and collaborative approach, 32Red transformed its cashier, simplifying payment experiences and making them seamless and more reliable.

Together, they shaped a UK-optimised Pay by Bank experience: minimal friction, a familiar interface, and a verification process designed for regulated markets.

The challenge: More choice isn’t always better

Across gaming, operators have historically added payment methods in the hope of pleasing every customer. But 32Red’s own testing and research on behavioural data show the opposite: too much choice can hurt conversion.

The team chose to streamline.

The goal became fewer, smarter options: digital wallets, cards, and Pay by Bank, the methods customers were already familiar with and most willing to use.

For 32Red, Pay by Bank also offered compliance and security advantages. Each transaction included verified account information, supporting stronger risk controls, reducing manual checks, and enabling faster, more reliable payout experiences. 

However, typical Pay by Bank flows were not yet as intuitive as wallet-based flows. Additional steps and unfamiliar branding created hesitation. 32Red wanted a cleaner, more predictable user experience.

‘It’s no longer about offering more choice, it’s about offering the payment options our players want, are familiar with, and are willing to use.’
—Theresia Mallia, Head of Payments, FDJ United (32Red).

The solution: Co-creating a UK-specific Pay by Bank flow 

That’s where Trustly came in.

32Red looked for a partner who could support a compliant, seamless customer experience, and adjust the flow where needed to align with UK user expectations. Trustly collaborated closely with 32Red’s payments and UX teams to refine the journey end-to-end.

Key improvements included:

• A streamlined, neutral interface that helped reducing unnecessary visual cues or distraction.
  

• One-step authentication cuts unnecessary redirects.
  
  
• Smarter data use enables smarter onboarding and risk management.
  
  
• Instant payouts 24/7, delivering a player-first experience.
  

Because FDJ United already used Trustly across other European markets, the integration for 32Red was fast and low-lift. Joint testing and iterative refinement ensured the flow aligned with both customer expectations and regulatory requirements.

‘Trustly were highly receptive to feedback. Through joint testing and a shared roadmap, we refined the flow to improve speed, reliability and the overall customer experience.’
—Theresia Mallia, Head of Payments, FDJ United (32Red).

Results: Across FDJ United’s UK brands, Pay by Bank adoption increased from around 6% to more than 11% within weeks of launch, a notable shift in a card-dominated market. At the same time, faster, verified payouts reduced manual checks and support load by making the process more predictable end to end.

Looking ahead

As open banking adoption accelerates, 32Red expects Pay by Bank to become an even larger share of its UK deposits. Richer, consent-based data will unlock new use cases, from instant onboarding to affordability checks, creating more opportunities to build trust and efficiency at once.

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