Bringing the omni-channel revolution to Asia

 Omni-channel’s transition from industry buzzword to transformative strategy has been swift, but will it have the same impact in Asia? Anyone who was in London in February for ICE may have noticed that the usual divide between the online and land-based suppliers displaying at the exhibition appeared to have diminished. While the business of selling slots to casinos and online operators remains distinct, the two have been brought closer together in recent years by a new strategic approach which stresses the importance of offering consistency in product, payment and marketing  – both in-venue and online. Omni-channel has been a favorite term on the industry conference circuit for some time now, but it appears to finally be having a tangible impact on the strategy and results of many of gaming’s biggest firms. “Omni-channel is at the core of providing casino and gaming content wherever players are and at any time, giving instant and reliable...

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