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A RELATIONSHIP ISSUE
Online play can support a landbased counterpart . But it ’ s a complex relationship . Omnichannel offerings have the ability to bring in more customers by leveraging traditionally land-based offerings , and most crucially , allow operators to increase share of wallet .
“ Some customers only want to play online , which is fine ,” Pettemerides says . “ Some customers will only want to play in a venue , but your most valuable customers will want to do both .”
Again , the importance of not making one subsidiary superior to the other comes up . For his part , Bliem says channels must work together to bring forward the most valuable forms of engagement .
“ What we see as popular in Switzerland is live casino operation being broadcast from land-based ,” he says . “ Our customers can play offline in the casino , and can play on the same table online .”
It comes down to whether operators are willing to merge land-based and online channels where possible . According to Pettemerides and Bliem , customers seem keener to engage with offerings that are familiar to them , rather than dazzling new services . Simply put , this is how operators can ensure a balanced relationship between online and land-based play , as opposed to one channel inherently supporting the other .
July 2021