igamingbusiness . com
Questions ? Comments ? Email stephen . carter @ clariongaming . com
3
Editor ’ s Letter
Covering all bases
Omnichannel may have taken a decade to become embedded in the UK betting landscape , but it ’ s on track to become core to the strategies of diversified US betting and gaming businesses in a far more accelerated timeframe .
The reasons for this are multiple , from the rapid pace of state-by-state regulation to the pandemic-driven rise of cashless gaming . And while in the UK and Europe operators had to effectively build omnichannel offerings from scratch ( starting with the creation of loyalty schemes which were then used to convert bettors to online ), US operators are starting far higher on the curve with as many as 20 years of loyalty programmes behind them .
As a result , US operators such as Penn National are already seeing success in leveraging omnichannel strategies in the other direction and bringing online customers into their physical venues , with this approach also driving new product development .
This edition of Market Monitor speaks to stakeholders across the spectrum to take the temperature of the present , the second coming and the future of omnichannel .
We hope you find it informative and useful . Please don ’ t hesitate to get in touch if you have feedback on this or any other product we produce under the iGB and ICE 365 brands .
“ US operators such as Penn National are already seeing success in leveraging omnichannel strategies in the other direction and bringing online customers into their physical venues ”
Stephen Carter Editorial director , iGB