The Smart Casino playbook: Merging online precision with offline experience
In the fast-changing world of gaming, securing a player is only half the battle. The real challenge lies in keeping them engaged and invested. At SiGMA Asia 2025, speaking on the SiGMA Stage, industry veteran Niall Murray, Chairman of Murray International (Macau) Co., delivered a keynote that tackled this head-on. Titled The Smart Casino: Online and Offline Best Practices to Attract, Engage and Retain Players, the session offered a deep dive into how operators can create seamless, player-centric ecosystems by blending tech with human touch.
The shifting casino landscape
Murray opened by highlighting the evolution of the casino market, particularly in Asia. He pointed to Macau’s transition from VIP gaming to a premium mass and non-gaming focus. “It’s not a choice, it’s government-mandated,” he said, noting how this directive has led to some stagnation in gaming but also innovation in how casinos care for players.
He urged operators to prepare for future shifts “We need to stay on our toes and start planning for what’s needed in 3–5 years’ time. If not, we’ll be left behind.”
Markets like the Philippines are racing ahead due to favorable regulatory conditions, while Thailand and the UAE are emerging as competitive threats.
Attracting players
From onboarding to initial contact, attracting players now requires more than flashy ads. Online platforms are embracing fast KYC, low wagering bonuses and TikTok-style influencer campaigns. Meanwhile, land-based casinos are fighting for foot traffic with airport promotions, event tie-ins and even tactical moves like shuttle bus efficiency. “It’s hand-to-hand combat when attracting people in Macau,” Murray noted, citing tourist partnerships and giveaways like Chinese New Year red envelopes as proven draws.
Engaging and retaining players
Engagement is where the battle for loyalty is won. Murray emphasised personalisation through AI, gamified loyalty programs and 24/7 live support as essentials for online platforms. Offline, the focus shifts to facial recognition, RFID and smart tables to streamline and elevate the in-person experience. “The real big push is on the facial recognition and the RFID,” he said. “If you don’t have your mobile wallet integration, you’re going to be falling behind.”
He also emphasised the unification of loyalty programs across online and offline channels and the need for host-driven relationships that go beyond points and comps.
Online vs land-Based
Murray laid out a side-by-side comparison of strategies for online and land-based casinos:
Online:
- Acquisition through TikTok ads, influencer marketing
- Engagement through AI game suggestions, gamified missions
- Payments with USDT, GCash and fast mobile integration
- Retention with loss rebates and bonus tiers
Land based:
- Acquisition through airport promos, event partnerships
- Engagament with smart tables, facial recognition
- Payments with RFID chips, mobile wallets
- Retention through luxury perks, personalised host attention
“Online wins in convenience, but land-based can still dominate in luxury experiences,” Murray said.
Future trends
Looking ahead, he sees trends like metaverse VIP rooms in land-based venues and crypto-integrated platforms online. But the ultimate differentiator will be personalised service and hybrid strategies that connect both worlds.
Murray notably ended with a quote detailing the future of online vs land based casinos, “The future winner in Asian gaming won’t choose between online or offline they’ll dominate both.”
From tech innovation to real-world hospitality, Murray’s message was clear that the smart casino isn’t about being digital or physical, it’s about being human-centered, efficient and prepared for the future.Want more takeaways like this? Stick with SiGMA Asia for full coverage of SiGMA Asia 2025, including expert insights, keynote summaries and the strategies that will define the next era of successful casino experiences, online and off.
