MARK MCGUINNESS COLUMN
The future of land-based casinos with digital innovation
Mark McGuinness brings over 24 years of experience in digital marketing leadership, specifically within private and public iGaming operators across diverse regulated markets. As a former scientist and a recognised authority in iGaming, focused on affiliate marketing, Web3, social poker, and casino gaming, he firmly champions the integration of neuroscience and behavioural economics in online marketing strategies.
blockchain, smart contracts, cryptocurrency and Web3 could be a seminal year for 2025.
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Therefore, the land-based gambling industry is entering a new era where digital and physical experiences converge. By embracing Web3 NFTs and tokenomics, land-based casinos can create immersive, player-centric ecosystems that drive engagement and loyalty, like never before, to digital natives or Generation Z.
These Web3 technologies do more than enhance the gaming experience; they reimagine it, offering players new ways to connect, compete, and celebrate. For casinos, the result is a sustainable growth model with higher retention, increased spending, and expanded reach.
As the line between online and offline gaming continues to blur, NFTs and tokenomics are poised to be the new bridge that defines the industry’s future.
NFTS AND TOKENOMICS: REVOLUTIONISING THE LAND-BASED CASINO EXPERIENCE The gambling industry has always been at the forefront of innovation, blending tradition with modern technology to enhance player experiences. In recent years, integrating digital assets like NFTs (non-fungible tokens) and tokenomics has gained momentum, primarily in online gaming, such as Fortnite, poker brands such as DevilFish Poker and some crypto-based online casinos. However, the potential for these technologies extends far beyond the virtual world. By adopting NFTs and tokenomics, land-based casinos can bridge the gap between physical and digital experiences, creating an immersive ecosystem that boosts engagement, player loyalty, and lifetime value (LTV). Land-based casinos are synonymous with glamour, excitement, and exclusivity. However, as player expectations evolve, the challenge lies in enhancing these experiences with digital innovation. NFTs and tokenomics provide the tools to achieve this by introducing new personalisation, engagement, and value layers.
NFTS: ENHANCING OWNERSHIP AND PERSONALISATION
NFTs represent unique digital assets that can be owned, traded, or displayed by players. In a land-based casino, these could take the form of...
Collectible casino memorabilia: Casinos can create limited- edition NFTs that commemorate events, jackpots, or tournaments. For example, a player hitting a significant milestone in a blackjack tournament might receive a one-of-a-kind NFT trophy. These assets serve as digital souvenirs and foster an emotional connection to the casino.
14 DECEMBER 2024 GIO
ith recent developments in the USA, President-elect Donald Trump, and leading technologist and crypto evangelist Elon Musk, the momentum behind
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