About MrQ

Frustrated with the limitations of traditional white-label casino platforms, the team behind MrQ decided to do something about it: they built their own.

Launched in 2018 under a UK Gambling Commission licence, MrQ is a mobile-first online casino offering slots, live casino, bingo and jackpots, with more than 900 titles from providers including Evolution, Pragmatic Play and Blueprint.

The platform is built on a simple idea: players deserve transparency. But in this industry, they aren’t getting it.

So MrQ stripped away the usual casino loopholes, hurdles and nonsense and replaced them with zero wagering requirements, instant withdrawals and straightforward communication with players.

Players respected honesty. Fraudsters noticed it too.

As more players joined the platform, bad actors followed. And some of them were far better at blending in than expected.

The challenge had been set.

Challenge

As a new platform, MrQ had limited historical data to reference when identifying suspicious behaviour.

Data sits at the very heart of the business, and their internal Business Intelligence tools were effective at spotting patterns within their own ecosystem. But outside of it was another matter. 

There were blind spots.

Key risks included:

• Multi-accounting
  Players creating duplicate accounts to repeatedly claim cash bonus offers.
• Bonus abuse
  Cash-based promotions exploited by bad actors, cutting directly into promotional budgets.
• Limited external visibility
  In-house BI tools couldn’t detect fraud signals beyond MrQ’s own data.
• Blind spots at onboarding
  No real-time enrichment to assess player legitimacy at sign-up.

To stay ahead of fraudsters, MrQ needed deeper visibility into player behaviour beyond their own platform.

Solution

After a recommendation from a fraud consultant, MrQ introduced SEON to complement its internal Business Intelligence system.

The combination created what the team describes as a real-time events engine: MrQ’s internal data working alongside SEON’s external signals to build a fuller picture of every player.

One feature that quickly proved valuable was SEON’s AI-powered rule creation.

Instead of analysts writing complex equations or code, rules can be created using natural language, dramatically speeding up how quickly the fraud team can respond to new threats.

The AI also generates clear summaries of player risk, allowing analysts to interpret fraud signals without needing deep technical expertise.

“One of the features that works well for us is the AI feature, because it helps us to add rules with free text rather than having to learn equations and codes. It empowers our fraud team to make changes quickly. The AI feature also gives summaries about players, so you don’t need an encyclopedia to figure out what certain information within the rules means.”

Claudia Farrugia, Head of Operations, MrQ

MrQ also partnered with SEON’s Managed Risk Services, giving access to a dedicated fraud expert who helps identify emerging threats, refine rules and analyse suspicious behaviour patterns.

For MrQ, the value goes beyond the technology. It’s a proactive partnership.

“When you have someone externally helping you – teaching your team what they might not be seeing, patterns that are new to them – you can act quickly. But they are also learning from it.”
— Claudia Farrugia, Head of Operations, MrQ

Key reasons MrQ chose SEON

• AI-powered rule creation – Fraud rules added using natural language without technical complexity
• AI player summaries – Clear explanations of player risk signals
• 900+ first-party data signals – Digital footprint analysis across the full customer journey
• Device intelligence – Accurate insights into deposits, withdrawals and transaction behaviour
• Managed Risk Services – Dedicated fraud expertise to identify new patterns and threats
• Long-term partnership – Continuous collaboration as fraud tactics evolve

Results

For the first time ever, SEON’s device intelligence and transparent machine learning models gave the MrQ team total visibility into player behaviour.

They can now analyse activity across the entire customer journey — from onboarding to deposits and withdrawals — using detailed device-level data without adding friction for legitimate players.

“Once SEON was up and running, we started to see around 10% of signups were potential multi-accounts looking to abuse our offers. We are very data-led, and there were still points our system didn’t pick up. So we started complementing it with SEON. Together the tools create a sophisticated real-time events engine.”

Claudia Farrugia, Head of Operations, MrQ

The partnership also helped the internal team build stronger fraud expertise.

Through ongoing collaboration with SEON specialists, the team gained a deeper understanding of fraud tactics and patterns — enabling them to prevent abuse before it happens rather than reacting after the fact.

Key outcomes

• 10% reduction in bonus abuse
  Multi-accounting and promotional exploitation significantly reduced.
• Faster fraud response
  AI rule creation enables the team to act quickly on emerging threats.
• Greater visibility across the customer journey
  900+ signals now cover activity from onboarding through to transactions.
• Stronger internal capability
  Managed Risk Services helped upskill the internal fraud team while supporting day-to-day risk management.

Conclusion

Where MrQ once had blind spots in its fraud detection, the team now has a far clearer view of the risks across its platform.

By combining its internal analytics with SEON’s external intelligence and Managed Risk Services, MrQ has built a proactive fraud defence system that evolves alongside new threats.

The result is a balance that every casino platform aims for: protecting the business without compromising the player experience.

“We have a long-term partnership with SEON. We’re striking a balance between protecting the player and protecting the business, while making sure the player experience is still top-notch.”

Claudia Farrugia, Head of Operations, MrQ