Omnichannel frontier: landbased and online gaming

Lea Hogg June 4, 2024

SiGMA news

Omnichannel frontier: landbased and online gaming

At the the SiGMA Asia Summit 2024 which was held in Manila this week, a panel of industry experts, moderated by NYCE International MD Harmen Brenninkmeijer, offered a realistic evaluation of the current state of convergence between land-based and online gaming. The concept of omnichannel gaming, while frequently discussed with optimism, is yet to see many successful implementations in the market.

“I see the online enhancing traffic to land based properties – it is a good marketing tool for those who play at home, then they may come to the property and play”
Joe Pisano, CEO – Jade Group

The panel acknowledged the potential of server-based slots integrated with the casino floor through the CMS, suggesting the existence of omnichannel. However, the challenge lies in data collection and analysis, given the stark differences between office and online games, as well as the player profiles.

The panel noted that while a multitude of games are created, the number of games actually being played is less clear. Online players tend to spend less, and the success of live slots is largely due to the trust factor, with players preferring real slot machines over virtual ones. Offline slot players, on the other hand, are often looking for a longer gaming experience.

The panel, which included Kurt Quartier, President of Tyche Gaming International, and Joe Pisano, Jade Group CEO, agreed that there are few true examples of omnichannel gaming today, with the need for integration of various elements like wallets and slots.

Despite this, the panel also highlighted the benefits land-based casinos have seen from iGaming. Angel Sueiro, PH Resorts COO, viewed iGaming as an opportunity rather than a threat, with Pisano noting that online gaming has increased foot traffic to casinos, citing Caesars as an example.

Quartier added that the most popular online products are often based on traditional land-based games. While the components for omnichannel gaming exist in the market, the panel, concluded with Yu-Sien Low of Moloco Singapore, agreed that the gaming industry still has a significant journey ahead to fully realize true omnichannel gaming.