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give players a seamless experience when moving between the two worlds.


One of the main benefits of our omnichannel solutions is the dual registration function, which presents one seamless registration process for players across all channels, allowing for an uninterrupted player journey between the retail and online sites.


With dual registration the player only has to submit their details once, whether this be at the player desk or online, this data is then stored and linked to the player’s account, allowing them to continue their playing journey from one site to the other.


GIG Claire Alexander, Head of Sports Product


How has the US market repsonded to GiG’s omnichannel retail solution?


GiG first launched its omnichannel solution in 2019 in New Jersey, which was a great first given that online channels can only operate with a land-based casino. We wanted to give players a seamless experience when moving between the two worlds (online and offline). We wanted to


P38 WIRE / PULSE / INSIGHT / REPORTS


In addition, we also launched a shared loyalty system, so that player’s playing online could also receive loyalty points in real-time to their offline loyalty card and visa-versa, providing players with the choice of where they use their loyalty points and when. Tis also has benefits for the operator in that it allows them to increase engagement and build on their relationship with their players by monitoring and tailoring their loyalty systems to suit the wants and needs of their players based on the patterns they are seeing. And finally we strengthened our offering further by offering a wallet system that would allow players to deposit and withdraw between the land-based casino, either at the cage or directly from a slot machine, and their online wallet.


GiG’s omnichannel approach allows customers to support and complement their retail offering. How exactly do they complement each other?


How does GiG’s sportsbook solution add value to land-based casinos in the US?


Te GiG omnichannel solution is built across three pillars: registration, loyalty and wallet. Te purpose of omnichannel aims to provide a seamless approach for the customer across both retail and online, opposed to creating a complementing conduit. At GiG, we believe the customer experience should be paramount and ultimately, whether they are in a land-based casino itself or gambling from the comfort of their own home, they should be able to ‘feel’ a consistency in the approach and the values underpinned by the brand itself.


By integrating consistent digital touchpoints across retail and digital and unifying these elements, you provide your customers with the benefit of choice in a consistent environment. GiG’s omni solution can provide customers with these options and with that, increase revenue generating insights. Tis is where the value truly begins to become evident. With increased data points of the ‘customer journey,’ our partners can begin to paint a much fuller picture of how their consumers interact with their brand. Armed with this data, they can make much better, data informed decisions and drive a sustainable strategy where customers can truly engage with their brand and experience.


Is the omnichannel approach particularly useful for the US market where different states are permitting online, retail, or sometimes both? And can you configure existing sportsbook solutions to adapt to laws in different states as sports betting laws in the US continue to evolve?


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