iGB-Market-Monitor_OCTOBER-2021 | Page 9

“ There is a fair bit of work that needs to happen to further advance an omnichannel experience , a core component of which is simplifying the customer experience and making it more efficient ”
igamingbusiness . com
What ’ s your view ? Tweet @ iGamingBusiness

9

“ There is a fair bit of work that needs to happen to further advance an omnichannel experience , a core component of which is simplifying the customer experience and making it more efficient ”
ADI DHANDHANIA , BALLY ’ S CORPORATION benefiting from the global brand offering . We did exactly the same for Coral and Ladbrokes .”
CHANNEL CROSSING
By creating an integrated experience , the hope is that a customer will be more valuable but designing a pathway that is truly seamless is the difficult bit . “ There is a fair bit of work that needs to happen to further advance an omnichannel experience , a core component of which is simplifying the customer experience and making it more efficient ,” says Adi Dhandhania , senior vice president for strategy and interactive at Bally ’ s Corporation . “ This requires not only technological advances but also changes to the regulatory framework and requires data integration across products and channels .”
Josh Ford , associate vice president for omnichannel experience at Rush Street Interactive , concurs that developing an omnichannel journey is an engineering project . “ Putting omnichannel in focus from the beginning allows for products and features to be built that can easily expand rapidly throughout various partners and different mediums ,” he suggests .
“ We are starting to see omnichannel reach its true potential as more products and services are being built with the intent of providing frictionless interactions for the online guest in the offline world ,” he adds .
“ RSI ’ s platform also includes chat functionality for our customers . Our team reads messages that come through and passes appropriate concerns or ideas off to various teams to ensure that we are truly creating the experience our customers are asking for .”
Ensuring the experience is frictionless also involves the issue of content . Sara Slane from Slane Advisory points out that in this area , the gaming world can find parallels in other sectors including retail .
“ I think to be most effective in maintaining a strong , positive experience for customers , operators need to meet them where they are and offer similar
October 2021