All three panellists highlighted the complexity of transferring land- based expertise into digital operations. Technological dependence on external providers, unexpected cultural resistance inside organisations, and the realisation that land-based and online players overlap less than anticipated have forced operators to rethink acquisition and CRM strategies. Regulation and advertising restrictions have also become major cost drivers and barriers to growth.
On the question of omnichannel strategy, Casino Gran Madrid uses its land-based brand to build online trust but finds regulatory and technical barriers prevent seamless integration. Win2day has experimented with bringing online content back into its physical casinos, but Wawer admitted that regulatory pace and technical hurdles slowed implementation. Holland Casino Online, by law, must keep its online and land-based businesses separate, preventing cross-use of databases for marketing.
Te panellists also reflected on lessons learned. Ledesma pointed to early mistakes in platform selection, stressing the importance of treating suppliers as long-term partners. Wawer acknowledged that win2day underestimated the impact of offshore competition and only later expanded into sports betting to defend market share. Fleiderman said that costly early sponsorships proved to be a misstep, as the business had not yet fully defined its positioning.
Unlicensed operators were described as a persistent issue across all jurisdictions. In Spain, the grey market is estimated at about 20 percent of activity, fuelled by illegal apps and cloned brands. Austria struggles with limited enforcement, where low fines make offshore activity difficult to control. In the Netherlands, regulators have tightened oversight, but offshore sites continue to attract customers.
Te discussion concluded that while online expansion is essential for casino groups, regulatory restrictions, the resilience of unlicensed competition, and the operational differences between digital and land-based channels mean true integration remains limited. Success, the panellists agreed, will depend on careful technology choices, adaptation to evolving regulation, and developing dedicated online strategies rather than attempting to replicate land-based models.
THE FUTURE OF CROSS-BORDER GAMING IN EUROPE
Legal expert Philippe Vlaemminck outlined how EU courts and regulators are reshaping cross-border online gambling, placing Malta’s Bill 55 at the centre of contention.
He noted a wave of player refund lawsuits in Germany and Austria, with courts already awarding €200m and lawyers projecting potential claims up to €1bn. Many cases target Malta-based operators, prompting Malta’s legislative response.
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