We are definitely at the early stages as just a few jurisdictions are even considering Omni- channel solutions. Established land-based regulations have rarely considered online in the past, and as such, the online offering has very often been regulated separately. New online offerings, however, are usually regulated differently.


I recently started to compare the situations to electric cars, even though I try to avoid explanations by analogy as much as possible for many reasons, but in this case the analogy fits: Te charging infrastructure is not widely available yet, the range could be improved, but you still see them on our streets more and more – some as pure electric cars but the majority as hybrids.


Te same is true for Omni-channel. Even though there are few applications for true Omni- channel solutions, parts can be launched in many markets to support either online or land- based operations.


Mastering those hybrid deployments, and testing Omni-channel offerings where possible, allows us to fully understand two industries that


have historically been very different. Most teams or even companies have deep knowledge in one of these channels, but very few have excelled in both. It is an opportunity to learn exactly that.


Why is the player data derived from Omni- channel so valuable?


In an industry that has historically been segregated into online and land-based delivery channels, data is very often aggregated manually or with significant delays.


An Omni-channel approach, however, which is recording all gaming operations and transactions centrally, has unparalleled access to real-time data. Te data itself has the additional dimension on how and, especially for land-based offerings, exactly where the player is accessing the gaming offering.


For operators used to land-based offerings, the speed and direct access to data will be interesting; for online operators the connection to the real end user is most likely an exciting new option far beyond the obvious marketing and loyalty features; and for the players and


regulators, the key advantage is convenience, transparency and security.


A single wallet and gaming account allows responsible gaming limits to be set across all operations, augmented with automated and pro- active early warning systems, as well as protect online accounts with two-factor authentication on request and have transaction records readily available to settle disputes. And these are just some the obvious examples of what is possible.


Going forward an Omni-channel offering will be in a much better position to manage critical data, such as payment details and personally identifiable information (PII), in a single and secure area for the whole operation. Segregating such data will be key to adequately cater to the requirements of various regulatory bodies as well as cross-cutting concerns like PCI-DSS and GDPR.


How do you gather and deliver this data to the operator, and how is the solution designed to enable operators to respond to the data?


Data is gathered centrally and in real-time. It is accessible to personnel via dashboards, reports,


NEWSWIRE / INTERACTIVE / 247.COM P91


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