OPERATOR SPOTLIGHT
Bridging the gap between online and land-based casinos
Deborah Conte Santoro, Managing Director ReelLink at Swiss Casinos, says its
pioneering ReelLink technology will change the game for land- based operators, bringing online content to physical slot cabinets instantly, seamlessly and compliantly.
O
ne of the greatest challenges land-based casino operators face is keeping their gaming fl oors fresh and exciting for players. This is because it’s incredibly diffi cult to update slot machine cabinets – these machines have a long lifespan and can spend several years in situ before they are replaced.
This means players spin the reels on the same slot games week after week, month after month and year after year – regardless of new mechanics coming into play, or player trends shifting. This sits at odds with the online world, where casinos add hundreds of new games to their lobbies each month, so players always have something new to discover. This has made it hard for land-based casinos to keep pace with their online counterparts.
PIONEERING SOLUTION Sure, retail casinos provide a unique atmosphere in which to play slot and table games, but that counts for little if we don’t offer the games players actually want to play. It also prevents retail casinos from being able to follow and even set trends. Megaways slots are hugely popular online, but have yet to make it onto our casino fl oor.
Nor can we take advantage of seasonal events such as Christmas and Halloween, with
12 OCTOBER 2025 GIO
themed slots and promotions that draw players through our doors and into the casino. It’s a challenge Swiss Casinos has long been trying to overcome, but now we have fi nally arrived at a solution – a pioneering and proprietary technology we have named ReelLink. This means we can bring an almost endless range of iGaming content directly to our existing machines, almost instantly. For the fi rst time, we can join forces with pioneering online slot studios and bring their most iconic and innovative titles to our players on the casino fl oor. It also means we can adapt to changing player preferences and trends, and not have to wait several months or even years to do so.
The Swiss Casinos team that built the platform has ensured that it has plug-and-play integration with our existing slot cabinets, with no hardware replacement needed. It’s also compatible with our wider casino ecosystem, including management systems like EAKS, with remote game management so we can update or switch content instantly and without downtime.
It’s super customisable, too, allowing us to tailor content based on market preferences and
even supplier agreements. Finally, it’s secure and scalable, having been designed to operate across multiple venues with minimal latency.
TRANSFORMING TRADITIONAL SLOT MACHINES
We truly believe that ReelLink transforms traditional slot machines into high-performance content engines, where, with a single click, we can switch up the experience offered on any given machine. This, in turn, will allow us to drive engagement, participation and ultimately revenues, simply by bridging the gap between the digital and physical worlds. We are so confi dent in ReelLink’s ability to transform our casino fl oor that we are planning to offer it as a B2B solution once it’s been live in the wild for a few months. Land-based casinos are often seen to be behind the curve, but Swiss Casinos is passionate about changing that, and in ReelLink, we have a truly game-changing technology.
Not only does ReelLink allow us to catch up to online casinos, but given the unique environment a land-based casino provides, I think it has the potential to catapult us far ahead.
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