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Part 3: Crossing the channels: Developing an omnichannel offering Building an omnichannel future for European casinos
CROSSING THE CHANNELS: DEVELOPING AN OMNICHANNEL OFFERING
The majority of brick-and-mortar operators in Europe already have a digital presence. But for these operators to compete effectively with their online-only peers, they have to create an integrated proposition that reaches the customer across all channels. By Marese O’ Hagan
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DURING THE PANDEMIC lockdowns and the subsequent social distancing requirements, capacity limits and curfews imposed on inperson gambling, igaming numbers have ticked steadily upwards.
In Great Britain, the Gambling Commission reported that online casino games accounted for £ 1.9bn in gross gambling revenue( GGR) between April and September 2020, a figure that equates to more than 60 % of the overall market between April 2019 and March 2020. Most of the £ 1.9bn came from slots.
With this rise in online play, and the ongoing impact of Covid-19, there is renewed impetus for the brick-andmortar sector to build out its online offerings. But unlike online-only operators, this has to be achieved in a way that feeds into the existing physical proposition.
That in turn leads to further pressure to create an offering that reflects the heritage and brand position of the existing business.
For Jonathan Pettemerides of Rank Group, which owns Grosvenor Casinos, the brand is the unique selling point and key to omnichannel success.“ Whether you join the brand invenue or online, you become a member of Grosvenor Casinos, which means that we can communicate with you based on your marketing preferences.”
This integrated approach to marketing helps push Grosvenor’ s
Building an omnichannel future for European casinos