IAGA SUMMIT FOCUS: OMNICHANNEL PLAY’N GO
available to players on their mobiles or desktops.
Tis not only makes for a new attraction in the land-based casino but, by having players use their player account whenever they play and enabling them to switch devices without losing their progress in the games, also creates the type of connection between land-based and online, which allows the gaming experience to be seamless and cross-selling to be effective.
In addition, omnichannel solutions can help address what uncountable consumer behaviour research studies have shown, which is that what today’s generation of gamblers want and expect out of entertainment in the gambling space has changed significantly compared to what older generations wanted.
Today, it is not merely about being able to gamble somewhere anymore. Regulations permitting, players can gamble online from anywhere they like. Te value lies in how good the overall experience is. Quality service, content, loyalty programmes and attractive additional leisure and entertainment options offered at the premises therefore have gained in importance, as has the overall level of convenience of the customer journey.
Omnichannel solutions provide for many synergies and possibilities to meet these needs, both to enrich the land-based gaming experience and the online gaming experience.
ADVANCED SAFER GAMBLING AND AML STANDARDS
Part of the experience that players are increasingly looking for and the industry has a responsibility to cater to is further linked to safer gambling.
In order for gambling to truly be able to be perceived as entertainment, players need to be protected from gambling harms and provided with information and tools to control and reflect on their gambling behaviour.
Te way player protection is and can be traditionally handled in land-based and online gaming environments differs significantly due to the nature of the respective operations and means of interacting with players.
Where igaming operators rely heavily on the data they have on their customers and work with complex risk monitoring and detection systems, land-based operators have the advantage of being able to see the player operate in real life right in front of them.
In a true omnichannel setup, operators will have data, insights and means of risk control and customer interaction beyond what any traditional online operator or traditional land- based operator can offer.
P68 WIRE / PULSE / INSIGHT / REPORTS “Until such regulations are
introduced and in jurisdictions which are not considering igaming regulation, the
potential of the omnichannel will not be possible to utilise fully. However, it will be possible to partly achieve some of the benefits
mentioned above with an outlook that seeks to manage the digital transformation including the roll out of cashless gaming systems and introduction of new content in land-based gaming
establishments to modernise and future-proof the industry.”
“Today, it is not merely about being able to gamble somewhere anymore. Regulations permitting, players can gamble online
from anywhere they like. The value lies in how good the overall experience is. Quality service, content, loyalty
programmes and attractive additional leisure and
entertainment options offered at the premises therefore have gained in importance, as has the overall level of
convenience of the customer journey.”
A major benefit of omnichannel solutions therefore is the potential for the advancement they can offer in the safer gambling space.
Similarly, omnichannel solutions can significantly contribute to raising anti-money laundering protection standards, e.g. by enabling operators
● to identify and verify a player’s age and identity through a combination of digital
means and face-to-face interactions.
● to eliminate money laundering risks connected to cash handling, specifically the
risk of not knowing the source of funds used by the player to play by all transactions being digitally trackable and linked to verified payment methods/bank accounts.
● to understand a player’s depositing, transaction and withdrawal behaviour and
identify relevant risks promptly.
● to trigger additional due diligence, including source of funds and source of wealth checks
once players’ deposits or transactions reach certain thresholds.
CHALLENGES
Te implementation of true omnichannel solutions does not come without its challenges.
Quite a few of these challenges are connected to the fact that regulations do not tend to address omnichannel setups specifically or that regulations and technical standards are too static or outdated to easily adapt to rapidly evolving technologies.
However, given the advantages that omnichannel solutions can bring, there arguably is a regulatory mandate to consider ways of enabling such solutions in the interest of meeting key public policy objectives. Omnichannel solutions will therefore also be relevant to consider in jurisdictions looking to regulate igaming for the first time.
Until such regulations are introduced and in jurisdictions which are not considering igaming regulation, the potential of the omnichannel will not be possible to utilise fully. However, it will be possible to partly achieve some of the benefits mentioned above with an outlook that seeks to manage the digital transformation including the roll out of cashless gaming systems and introduction of new content in land-based gaming establishments to modernise and future-proof the industry.
I very much look forward to discussing the matter in more detail at the IAGA Gaming Summit in Boston where I will be moderating a panel featuring industry executives with experience in traditional brick-and-mortar operations, online gaming, sports and lottery.
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