Beyond the Transaction, Sue Page talks Wager Wallet

BEYOND THE TRANSACTION

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 U.S. means stepping into a crowded market but one we believe is ready for something fresh. While we’re gaining traction, players want more control and the payment experience has become a key driver of loyalty. It’s no longer about simply moving money; it’s about delivering the kind of customer, flexible experience that keeps players engaged and loyal across their entire journey.

What we’ve learned in the U.S., land-based or online, is that many traditional methods still hold their place but what’s missing are tools built to achieve matched simplicity that we see elsewhere. The next phase for Neosurf’s WagerWallet is about bringing a better balance between operator needs and player expectations.

PLAYERS ARE DIFFERENT

Unlike other financial behaviour, bettors treat funds as often short-term and flexible. A quick frictionless experience that also respects security is critical. No player wants a payment method that slows them down — especially when moving between brands, devices, or games.

Neosurf’s insight is that players want simplicity without sacrificing control. This is where WagerWallet differs. It lets players manage multiple Neosurf affiliated accounts and wallets through one interface. And because WagerWallet offers direct integration with the Neosurf platform, it’s easier to deposit, transfer, and withdraw funds, all with a fraction of the steps.

IMPROVING OPERATOR MARGINS

Operators are also feeling the squeeze on margins. WagerWallet was designed to help with processing fees of lower value. Multiply that across a player base and it becomes a major drag on margins.

The right wallet changes that equation, by creating efficiencies that result in better value both short- and long-term, much like in other betting budgets. Our field research within the industry shows that many retail players manage their bankrolls more carefully when using digital wallets and payment systems designed around lower fees per transaction. That extra margin, saved over time, leads to better operator economics and player retention.

SHARED COMPLIANCE = SAFER PLAY

In a regulated environment, both sides win when compliance and payments work together. Neosurf helps gaming brands stay compliant while simplifying both deposits and withdrawals. Shared compliance design reduces risk and helps ensure that operators and players can trust the ecosystem they’re operating in.

The result? Players can enjoy their gaming experience with less worry about fund safety or complex KYC processes. For operators, this means fewer barriers to onboarding and retention.

THE CASH ECONOMY STILL MATTERS

Digital is king, but there’s no reason we can’t bridge both worlds. Players still like to use cash — it’s familiar, and it works. In many regions, cash remains a key part of the iGaming ecosystem, especially for retail bettors who prefer cash-based budgeting features — 79% said they’d like a way to fund their bets in-store and back it by a structure that also lets them balance their overall budget with online gaming. What they really want isn’t one method over another, but a cohesive ecosystem that makes every money movement both safe and simple.

THE FUTURE OF eWALLETS

As digital payments get smarter and AI adoption rises, the expectation gap between industries is shrinking. The future of iGaming payments will see player wallets evolve into full financial management tools. Players will expect to see their entire betting journey, from spend to winnings, displayed clearly with control over limits, alerts, and transparency.

At Neosurf, we’re already exploring how this next phase of wallet evolution can deliver new forms of player empowerment while also reducing operator friction.

Ultimately, payment isn’t the destination — it’s the enabler. By making payments seamless, secure, and player-centric, we’re helping shape a future where iGaming experiences are more balanced, inclusive, and transparent.

SUE PAGE
CEO – Americas, Neosurf