ICE365_EUROPEAN-LANDBASED-REPORT_JULY2021 - Page 3

03

Editor ’ s Letter

Integrate expectations

Questions ? Comments ?
robin . harrison-millan @ clariongaming . com
In Europe , the igaming industry has largely developed in parallel to , rather than in tandem with , the brick-and-mortar sector . But with properties shuttered for months by Covid-19 ( and only now reopening across Europe ), operators may be prompted to look into new channels for future growth .
Technology is overhauling the in-person experience , and if digitisation is occurring on the casino floor , will this prompt operators to become more involved online ? If the customers can ’ t come to the property , will the property come to the customers ?
While the in-person and online sectors have existed in parallel up to now , there are multiple points of contact between the two . In Great Britain , for example , Rank Group has led with unified customer propositions , using technology as an enabler to facilitate these cross channel experiences .
This is aided by igaming in the UK being almost as mature a market as land-based . For newer markets , such as Switzerland , things are not so simple , as Casino Luzern CEO Wolfgang Bliem points out in the report .
But as the European Casino Association secretary general Hermann Pamminger notes , there ’ s a reason for igaming remaining something of a novelty for the land-based sector . While 63 % of ECA members have some form of online presence , they were slower to launch , as a result of regulators warning them against it . When a business has a significant brick-and-mortar presence , it ’ s hardly likely to put that operation in jeopardy by rolling out a product attracting regulatory suspicion .
This may ultimately prove to be beneficial . While casino operators have work to do to catch up with their online-only counterparts , at a time when the European regulatory climate has significantly worsened , there is scope for a new breed of socially responsible brands to emerge . Businesses , already used to tight regulation and high costs , could see this as the perfect opportunity to grow .
My thanks to Gaming Innovation Group for sponsoring the report ; to Ron Goudsmit , Andrew Tottenham and Wiggin for their contributions ; and to Nosa Omoigui and Marese O ’ Hagan for their excellent analyses .
Robin Harrison Editor , B2B
ICE365 Building an omnichannel future for European casinos
Published July 2021 . © iGaming Business Ltd 2021 . All rights reserved . No part of this publication may be reproduced , stored in a retrieval system , or transmitted in any form or by any means , electronic , mechanical , photocopying , recording or otherwise without the permission of the publisher . The information contained in this publication is believed to be correct at the time of going to press . While care has been taken to ensure that the information is accurate , the publishers can accept no responsibility for any errors or omissions or for changes to the details given . Readers are cautioned that forward-looking statements , including forecasts , are not guarantees of future performance or results and involve risks and uncertainties that cannot be predicted or quantified . Consequently , the actual performance of companies mentioned in this report and the industry as a whole may differ materially from those expressed or implied by such forward-looking statements .
Editors : Stephen Carter and Robin Harrison Design : Ogo Ikeogu Production : Guy Parsons Published by iGaming Business , part of Clarion Events . Registered office : Bedford House , 69-79 Fulham High St , London SW6 3JW . Tel : + 44 ( 0 ) 207 384 7763 Registered number : 3934419
July 2021