Unified Winning Streak: The Impact of Cross-Platform Gaming on the Industry's Future Development
In the ever-evolving world of gaming, operators are increasingly adopting omnichannel strategies to offer a more dynamic and rewarding user experience. This approach, as noted by Zoe Ebling, VP of Interactive at AGS Interactive, is crucial in bridging the gap between online and land-based gaming, keeping operators relevant in today's mobile-first society where players expect to play their favourite games wherever they are.
Omnichannel gaming aims to address several specific challenges and opportunities for both suppliers and operators in the gaming industry. Operational complexity, maintaining a consistent player experience, data fragmentation, compliance and regulatory hurdles, and building brand loyalty are some of the challenges that omnichannel gaming seeks to overcome.
Operational complexity arises from managing disparate payment and gaming channels separately, leading to inefficiencies and higher operational costs. Omnichannel platforms unify these through a single API or interface, simplifying operations for gaming operators. The challenge of maintaining a consistent player experience is addressed by offering a seamless, uniform experience across diverse environments, whether online, in a land-based casino, or other platforms like cruises.
Data fragmentation, caused by disjointed channels, impedes the ability to understand player behavior comprehensively. Omnichannel solutions aim to consolidate data, enabling holistic insights for targeted marketing and personalized engagement. Compliance and regulatory hurdles, posed by different jurisdictions and contexts, are carefully navigated by omnichannel operators to maintain brand integrity. Building brand loyalty is facilitated by unifying loyalty programs and offering consistent promotions to deepen player engagement.
On the other hand, omnichannel gaming presents several opportunities. Enhanced player experience is achieved by breaking down barriers between online and offline play, leading to frictionless transitions across touchpoints. Data-driven decision making and marketing are empowered by consolidated reports and player behavior analytics. Global reach with localized approaches is facilitated through operators expanding markets with localized payment methods and compliance modules embedded in omnichannel platforms.
Revenue growth through deeper engagement is another advantage, as operators can increase playtime and spending by engaging players consistently across channels and verticals. Innovations in hybrid environments, such as hybrid casinos on cruise ships or integrated land-digital casinos, are also supported by omnichannel gaming, creating new revenue streams and unique player experiences. Influencing household purchasing behavior is another opportunity, as gaming audiences are influential in broader consumer choices, making omnichannel gaming a powerful platform for cross-category advertising and partnerships.
In summary, omnichannel gaming transforms challenges of fragmentation, complexity, and inconsistency into opportunities for unified operations, personalized player journeys, enhanced brand loyalty, and scalable growth across global and hybrid gaming markets. Unified data from both channels delivers complete player insights, powering more innovative floor layouts, precision marketing, and targeted bonuses that hit the mark every time.
Blueprint Gaming, a leading supplier in the gaming industry, is leveraging omnichannel strategies to its advantage. By collating player data across online and retail verticals, Blueprint Gaming can tailor loyalty programmes that meet player desires, driving strong synchronized performance across both formats. Top-performing land-based games earn a second life online through omnichannel strategies, boosting ROI and cutting new-content costs.
The adoption of an omnichannel approach also allows suppliers to build a strong, synchronized online and retail brand presence. To ensure a seamless cross-channel experience, it is fundamental that the core mechanics of a title resonate with players within the online market, while also aligning with stake variations in the retail space.
Turning a game launch into an experience, such as a pop-up lounge in the casino lobby or high-value events, is a part of true omnichannel strategies. Consistency of brand identity is also imperative in ensuring a harmonious player experience across different channels. This includes visual design, theme, and audio.
Longstanding ties with Entain have enabled Blueprint Gaming to develop a series of omnichannel releases for its comprehensive LBO estate and online platforms, supporting the operator in precise player targeting. By providing operators with a comprehensive view of customer behaviour, omnichannel strategies ultimately benefit operators by providing data-driven decisions and more effective marketing.
In conclusion, the future of gaming lies in omnichannel strategies, which promise to revolutionize the industry by offering a seamless, engaging, and rewarding experience to players across all platforms.
- To provide a seamless and engaging gaming experience across all platforms, Blueprint Gaming is implementing omnichannel strategies by offering casino-games like slots in both online and land-based gaming environments.
- Operators, such as those partnering with Blueprint Gaming, are leveraging omnichannel approaches to navigate the challenges of data fragmentation, compliance, and operational complexity, all while aiming for revenue growth through deeper player engagement in casino-and-gambling verticals.
