INSIGHT
SBC SUMMIT NORTH AMERICA May 7-9, 2024
TABLE GAMING GALAXY GAMING
The concept of omnichannel has evolved in a couple of ways. Firstly, on the interactive side you're really seeing the take-off of live dealer and game show type formats. It's not only RNG, which is typically what it was on the slot side, but you're also seeing RNG tables. Now we're seeing this proliferation and growth of live dealer and these live dealer studios being put up everywhere. That's giving table games players
Matt Reback President and CEO Galaxy Gaming
How do you reflect on your first few months at Galaxy Gaming? What was your remit coming in and what attracted you to the role?
I see Galaxy Gaming as a company that is ripe for growth and poised to scale with the right leadership and direction and that's something I've always been excited to bring to any organisation. So that kind of focus. My career background is littered with experience that involves brands and products which, for me, strikes to the core of what Galaxy is all about. It's a collection of the world's greatest table game brands and that collection is something that I've spent quite a bit of time working on and considering - and I've had success doing that.
Products and brands are almost inextricably linked but understanding product development and innovation is something that I've had quite a bit of experience with at Konami, Caesars, AGS, and most recently at Bravery Gaming. My focus is on setting and executing a new product strategy which has seen us hire Michael Ratner as the company's Executive Vice President of Product. He's a seasoned industry executive that I've spent some time working with, but crucially he's also got experience across in both operations and supply. We're going to build this team up and continue to add resources and brands to the impressive library that Galaxy already has.
Is your passion in the land-based or online gaming industry?
It's a coin toss. I cut my teeth on the land-based side, but at AGS I ran the iGaming side where I really came to understand just how significant a high growth channel it is. Tere are so many things that are happening in iGaming that's not possible in the land-based side insofar as scale, speed, distribution, and data are concerned.
Even with the limited number of regulated iGaming markets in the US that are live the potential and growth opportunity is clear. Tat's not to mention live dealer and all the developments that are happening on the table side. I really like both [land-based and online] and I see them as left-handed or right-handed, which hits at this notion of omnichannel distribution of products.
At SBC Summit North America you're slated to
options, offering them the choice of how play games the way that they really prefer to play them, which is interacting with a real person.
speak on a panel examining the effectiveness of omnichannel. How has the concept of 'omnichannel' changed - or not - during your time in the industry? What does 'omnichannel' mean in 2024? Is it a buzzword?
It's a buzzword, but not in a pejorative sense. It's okay to be a buzzword. It's evolving. Te core meaning of the phrase omnichannel is about making brands and products available to customers in whichever channel they prefer to play our games. At its most basic level that regardless of whether customers are in Michigan or London, and they want to play blackjack with 21+3 with a particular casino, whether that's onsite or online, they can.
Te concept of omnichannel has evolved in a couple of ways. Firstly, on the interactive side you're really seeing the take-off of live dealer and game show type formats. It's not only RNG, which is typically what it was on the slot side, but you're also seeing RNG tables. Now we're seeing this proliferation and growth of live dealer and these live dealer studios being put up everywhere. Tat's giving table games players options, offering them the choice of how play games the way that they really prefer to play them, which is interacting with a real person. Te game show format is another new flavour of omnichannel. Ten there are the more extreme and novel ways we're seeing games appearing. For example, in video games like Grand Teft Auto you have a digital casino that players and avatars can enter. At ICE, we met with some folks who are doing AR and VR.
Again, these are flavours of digital so you could call them new channels or flavours of the digital channel. If you're a player who wants to play with a VR headset on Apple's got their new headset coming out and if you want access and
play the game that way - or play social casino that way - products are becoming increasingly available to do so.
Is Galaxy interested in pursuing the metaverse environment or is that something that you'd potentially look at further down the line?
Interested, yes. Is it our core focus? No. To the extent that somebody who was building real estate or developing real estate within the metaverse comes to us and says, hey, we want your brand for our experience, we would look at it the same way. We would look at any licence deal where we're going into a digital environment. Te key is going be regulatory. Galaxy Gaming is compliance before commerce. So, making sure that everything is regulatorily sound and legal. We're interested in getting our brands into as many legal channels as we possibly can.
Is omnichannel the subject Galaxy is discussing most with operator partners - how products can help achieve results across multiple channels?
Tinking about all the conversations we have; we've got such diversity in our customer base. If we're talking to a land-based operator in one of the regulated iGaming markets in the US or in the UK, generally, the conversation includes omnichannel access to our brands. So, in that sense, yes, that's very important to them. But we're also speaking with the likes of Evolution, Pragmatic Play and Playtech, distributors of iGaming content.
For them, reach is important and understanding the breadth of their distribution is important. When we talk to people who are in markets where there is no legal iGaming we will explore the potential of social casino which is a stopgap
Thinking about all the conversations we have; we've got such diversity in our customer base. If we're talking to a land-based operator in one of the regulated iGaming markets in the US or in the UK, generally, the conversation includes omnichannel access to our brands. So, in that sense, yes, that's very important to them. But we're also speaking with the likes of Evolution, Pragmatic Play and Playtech, distributors of iGaming content.
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