Unified Victorious Advancement: Exploring the Role of Cross-Platform Gaming in Reshaping the Gaming Sector's Tomorrow
In the ever-evolving world of gaming, traditional land-based games are finding a new lease of life online, thanks to omnichannel strategies. This approach not only boosts the return on investment (ROI) and cuts new-content costs but also offers players a seamless gaming experience across different platforms.
Tom O'Halleran, Director of Operations at Blueprint Gaming, discusses the opportunity of adopting an omnichannel approach for building a strong, synchronised online and retail brand presence. Longstanding ties with Entain have enabled Blueprint Gaming to develop a series of omnichannel releases for its comprehensive LBO estate and online platforms. One such example is Cash Strike, launched for The Rank Group in March, which was rolled out simultaneously across its Mecca Bingo retail estate and online platform.
Zoe Ebling, VP of Interactive at AGS Interactive, highlights the importance of bridging the gap between online and land-based gaming. True omnichannel experiences extend beyond the screen, including pop-up lounges in casinos, themed activations, and high-value events for both digital and land-based players. AGS Interactive aims to engage players and extend game sessions by offering a consistent experience across both online and physical operations.
Unified data and loyalty programs are essential for any successful omnichannel strategy. They enable personalized deals, specific bonus rounds, and special promotions for players. This unified data from both channels delivers complete player insights, powering more innovative floor layouts, precision marketing, and targeted bonuses.
An omnichannel approach helps maximize player retention by offering a more dynamic and rewarding user experience. It benefits operators by providing a comprehensive view of customer behaviour, enabling data-driven decisions and more effective marketing. Blueprint Gaming licenses its games to different companies for both land-based and online use, such as Big Catch Bass Fishing to Gaming Arts and top-performing game families to White Hat Studios.
However, implementing an omnichannel strategy is not without its challenges. Operational complexity, data fragmentation, and consistency in customer experience across channels are significant hurdles. Maintaining seamless and personalized interactions requires overcoming silos in data and technology, adapting to multiple onboarding processes, and ensuring consistent support across in-game chat, social media, and other platforms. There is also a risk of increased costs and inefficiencies due to channel proliferation and measurement silos.
In summary, the benefits of an omnichannel strategy in the gaming industry include enhanced customer engagement, increased revenue, and unified player experiences. However, these benefits come with challenges such as operational complexity, data fragmentation, and consistency in customer experience across channels. Industry experts emphasize that successful omnichannel strategies in gaming hinge on integrating platforms smoothly, leveraging customer data effectively, and maintaining high-quality, consistent player support across channels, while managing associated complexities and costs.
Simultaneous in-venue and online launches amplify promotions, driving double-digit lifts in visits and turnover per title. Omnichannel strategies ultimately foster loyalty, driving higher-value interactions, and underscore Blueprint Gaming's reputation as a trusted omnichannel supplier for the industry's leading brands.
References: [1] PENN Entertainment’s omnichannel approach shows significant growth in customer engagement and theoretical play across retail and online channels. [2] Operational complexity and data fragmentation in omnichannel strategies. [3] Managing complex technology and measurement in omnichannel strategies. [4] Balancing cost control and support quality in omnichannel strategies.
Casino-and-gambling operators can leverage an omnichannel approach to boost their return on investment (ROI) and cut new-content costs, offering players a seamless gaming experience across different platforms. For instance, Blueprint Gaming licenses its casino-games, such as Big Catch Bass Fishing, for both land-based and online use, ensuring a consistent experience across channels.
In the effort to bridge the gap between online and land-based gaming, AGS Interactive aims to engage players and extend game sessions by offering a consistent experience across both online and physical operations, even extending to themed activations in casinos. This strategy helps increase player retention by offering a more dynamic and rewarding user experience.
