ICE365_EUROPEAN-LANDBASED-REPORT_JULY2021 - Page 12

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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