Omnichannel Gaming Future As Online Matures

There is always unique and insightful operator content in Casino Life. This issue is no exception. In this issue, and from different perspectives, operators note the growth opportunities from integrating online gaming with their land-based operations. This makes perfect sense on multiple levels, not least from a responsiblegaming perspective – licensed, land-based operators will protect their reputations (and licenses) by following the regulations in their respective jurisdictions. Such channelization makes sense for all stakeholders.

As our industry adapts to new operating models to optimize customer engagement and satisfaction, we are learning from the innovations we have placed into each market. Sometimes we are learning quickly and making the necessary changes to optimize consumer-protected performance. With ICE London as our next, big, industry event, there are a lot of opportunities to discover new opportunities to enhance operators’ customer closeness.

New Operating Models

It is my belief that we are on the cusp of a new era in our gaming industry – partially brought about by our embracing digital distribution as an enhancement of our longer-established, land-based gaming products. However, the main driver is the continuing merging of TMT (Technology Media Telecom) products, layered onto the changes those are bringing about in consumer acceptance of new channels. As noted in our Borgata article, operators are looking to the near future to create immersive-reality experiences for patrons.

Will regulators be able to adapt as quickly as the market? Probably not. They never do in any industry – markets are always ahead of laws. However, gaming regulators have been exposed to more and more rapid change in the last 15 or so years, and are now much more responsive to innovation and change. On the perspective of TMT, a market I also work in, products are not there yet … but the backbone infrastructure is. This has reached the point where a licensed operator could offer its products beyond its jurisdictional boundaries – something addressed by EU and ECJ laws many years ago, but which remains to be fully addressed across other continental jurisdictions. https://www.linkedin.com/groups/1813053/

The growth over the years of ICE London as a very strong EMEA event is testament to the initial leadership position Europe held in online and, by default, omnichannel. However, first rarely equals best. Other jurisdictions have learned from Europe and are, in my opinion, now doing a better job of delivering a more seamless, omnichannel patron experience – although gaming remains behind the curve when compared to a market such as retail. However, gaming is getting there.

And we at Casino Life will be there – at ICE London, that is. Our team will be there to learn from our industry what are the development pathways and exciting innovations open to our industry. We hope you enjoy this issue and we also look forward to meeting with you during ICE London. Drop by one of our booths and say “Hello” to us: We’re at ND6-C and ND6-A at the N6 entrance.

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Editor EMEA Damien Connelly