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Market Monitor The second coming
The second coming
● Agenda setting ● Channel crossing
● Value proposition ● California dreaming
PART TWO
AGENDA SETTING
Omnichannel is not a new proposition in the gaming sector but the opportunity engendered by the state-by-state regulation of sports betting and igaming in the US has brought the question of engagement with a previously land based-only customer to the fore of discussions .
In particular , the linkage that is often made at a legislative level in many states between obtaining a licence for online and mobile betting and gaming and already being in possession of a land-based licence provides a further push for omnichannel .
“ At a high level , to the point about the current landscape in the US and the premise that to have a digital offering you need a land-based licence , that has pushed the agenda on omnichannel to a large extent ,” says Anthony Evans , vice president for product strategy at Playtech .
In the UK and European sector , the process of converting customers to omnichannel had to start with the basics and the creation of loyalty schemes , which could then be employed as the facilitator to an online conversion . This is what took place in the last decade with UK betting shop estates , while the casino sector was even further behind the curve and is effectively only now looking to move online .
However , not only is the pace of change in the regulatory landscape in the US happening at speed , but the main players are also starting from a different point in a customer loyalty sense . “ A lot of these casinos have wider loyalty programmes ,” Evans points out . “ They have been embedded for 20 years or more . The casinos have mechanisms that are different from the land-based bookies for attracting customers .”
While the starting point might differ , then , Evans suggests there are lessons that can be applied from the European experience .
“ There is a huge amount in terms of the utilisation of the marketing strategies ,” he says . “ The technology is the enabler here . You can integrate the systems to give you the fundamental ability to be able to offer direct to the customer , so the learnings are about how you can design solutions that enable you to do that .”
He points to an example in the UK with Rank ’ s Grosvenor Casinos . “ The essence of that is exactly the solution for the US gaming giants ,” he adds . “ You get a loyalty card , you get tracked in different games , and entertainment and F & B , and then you can go online and connect your digital card and start iGB Market Monitor