Omnichannel has been a big talking point across the industry this year. Why do you think this trend is rising?
The growing demand for omnichannel solutions is reshaping the industry across all segments. Official statistics for the global gaming industry project consistent double-digit growth every two years, largely driven by the iGaming sector. These challenging times, coupled with intense competition, require gaming companies to rethink their strategies to enhance the end-customer journey by adding multichannel access to products and services. First, the rapid expansion of the interactive segment is driving changes in customer behaviour and shifting player preferences. Second, demographic changes are influencing market dynamics. Third, there is a significant difference in how the two sectors acquire and retain customers. Competition is stronger than ever, as digital platforms empower consumers with real-time information about gaming products and services. Customers face low barriers to entering, browsing and switching between service providers, gravitating toward those that offer more perceived value.
In response, land-based operations strive to invest in new gaming equipment, systems, indoor and outdoor attractions, gamification and other added value services including loyalty programs. These efforts incentivise customers to stay engaged and repeatedly visit their venues. Moreover, the popularity and success of walk-in venues largely depend on the trust in the brand, which is built and maintained through memorable social experiences created by personnel.
By contrast, iGaming service providers and licensed operators establish brand loyalty through the reliability of their platforms, the diversity of their game offerings and enticing bonuses, welcome offers, tailored perks and interactive experiences. However, despite the marketing magic, virtual gaming involvement still cannot replace the immersion of a real casino environment and the social aspect of sharing emotions with others. As a consequence, businesses must adopt omnichannel solutions.
When it comes to opening up to omnichannel gaming, what are some of the biggest factors?
First and foremost, the regulatory framework, which defines the legitimacy of transactions, customer data protection and the technical standards behind the solution’s architecture. In today’s fast-paced world, technology often advances faster than legislation, creating gaps that operators, manufacturers and regulatory bodies must work together to bridge.
What remains to be seen will be the impact of AI on regulatory frameworks, business models, development speed and product novelties in our industry. But what is certain is that those trends will be with us not only in 2025 but for years to come
Future-proof omnichannel platforms should feature secure and transparent transactions, as well as data monitoring and analytics enabling operators to create personalised marketing campaigns tailored to customer profiles, behavioural patterns and preferences. The foundation of these real-time, customer-centric features lies in sophisticated casino management systems. The modern CMS employs smart intelligence algorithms and proven CRM functionalities, tailored to navigate direct marketing activities related to the classic table games, slot machines, electronic betting terminals and electronic table games
Hence, know-how in the land-based segment is a key factor for conceptualising an omnichannel solution and will serve as the business’s backbone, while the interactive interface and layers facilitating multiple gaming transactions will deliver added value to enhance the customer journey across all channels.
What other big market trends did you notice this year?
When visiting casino properties around the globe, it is evident that gaming operators are redefining their casino floors, moving away from traditional layouts. Instead of the familiar rows of similar game types – such as slot machines, electronic table games and classic live tables – there is a growing trend toward creating mixed-game zones. This shift is accompanied by an emphasis on larger, more interactive slot machine displays as well as enhanced comfort.
A prime example of this evolution is the modernisation of classic Privé or VIP areas in land-based venues. These spaces now integrate cutting-edge display technology, ergonomic seating for maximum comfort and exclusive privacy, all while offering a regal experience that aligns with players’ adrenaline-fueled expectations. Our V.I.P. X series, inclusive of V.I.P. X Galaxy 2.65, V.I.P. X Royal 1.85, V.I.P. X Dream 3.43 and V.I.P. X Lounge 2.32 gaming machines, resembles the aspiration for exceptional experience that elevate the gaming adrenaline and performance power.
Another notable trend shaping both gaming performance and player preferences and driving changes in casino layouts – is the rise of linked progressive slot machine islands. These setups feature a diverse selection of thrilling game titles connected to a shared, themed progressive jackpot all wrapped into a state-of-the-art sign package.
What do you think will be the biggest game-changer for the market in 2025?
I believe we will see a number of things in the upcoming year. With regards to ongoing digitalisation, a further integration of online and land-based offerings via single-wallet and transaction clearing solutions, or additional payment solutions also for the terrestrial players. More immersive gaming content and new business models of land-based and online offerings may grow.
Where live game streaming is already a large segment for online operators, other terrestrial products may be added. Integrated marketing initiatives and games being available via all channels will become key. Feature-enriched gaming content and provision of additional player comfort in land-based venues will round up such omnichannel strategies.
What remains to be seen will be the impact of AI on regulatory frameworks, business models, development speed and product novelties in our industry. But what is certain is that those trends will be with us not only in 2025 but for years to come.