Greentube, a prominent player in the digital gaming and entertainment industry, has recently made significant strides by launching online sports betting and Video Lottery Terminal (VLT) games on Loteriesport.lu, the online platform of Luxembourg’s national lottery, Loterie Nationale Luxembourg. This launch is part of Greentube’s broader strategy to expand its omnichannel gaming solutions, providing players with a seamless experience across various platforms.
Phase Two of a Strategic Partnership
The integration of sports betting and VLT games onto the Loteriesport.lu platform marks the second phase of a strategic initiative to enhance the online presence of the Luxembourg national lottery. This integration is powered by the Greentube Plurius server-based gaming solution, a sophisticated platform designed to unify gaming experiences across online and offline channels.
In 2021, Greentube won a major tender to supply Loterie Nationale Luxembourg with an omnichannel solution. The first phase of this collaboration saw the introduction of land-based VLT and sports betting terminals, effectively bridging the gap between physical and digital gaming environments. With the second phase now complete, Luxembourg players can enjoy the same sports betting content available at retail locations from the comfort of their homes.
Georg Gubo, COO of Greentube, commented on the launch, stating: “Our Greentube Plurius technology is designed to create a unified and engaging experience for players across all platforms. We are excited to see it in action on Loterisport.lu alongside Loterie Nationale Luxembourg and look forward to the full 360 integration later this year.”
A Comprehensive Gaming Solution
The Greentube Plurius system is not just a gaming platform; it’s a comprehensive solution that allows casinos, VLT operators, and B2B suppliers to connect their land-based terminals to a centralized core system. This integration enables access to games played on an online server, creating a unified platform for both digital and physical gaming experiences. Currently, the system hosts nearly 60 games, with more being added weekly, ensuring a dynamic and ever-expanding library for players.
One of the key features of the Greentube Plurius system is its ability to facilitate cross-channel promotion, player tracking, and depositing features. This means that players can enjoy a consistent and personalized gaming experience regardless of the platform they choose to play on. The system’s flexibility and scalability make it a valuable asset for operators looking to enhance their service offerings and retain customer engagement.
Looking Ahead: Full Plurius Integration
Greentube has announced plans to launch the full Greentube Plurius solution next year. This advanced integration will provide Loterie Nationale Luxembourg with deeper insights into player habits and needs, enabling more targeted marketing and personalized player experiences. The full integration is expected to further enhance the platform’s capabilities, providing a more robust and versatile gaming environment for players.
Loterie Nationale Luxembourg CEO Léon Losch expressed optimism about the partnership: “The launch and continued development of Loteriesport.lu is a pivotal moment for us and we are thrilled to be working alongside Greentube in delivering this evolving digital solution. Greentube has a strong reputation as a reliable and experienced technology provider with a proven track record in lottery integrations, so we are confident that this partnership will support our customer base and operator partners’ evolving needs.”
The Growing Importance of Omnichannel Solutions in Gaming
The conversation around omnichannel play has gained significant traction in the gaming industry, particularly as operators seek to provide more integrated and seamless experiences for their customers. At a recent panel at SiGMA Manila 2024, industry experts discussed the state of omnichannel solutions in gaming, highlighting both the opportunities and challenges associated with this approach.
Kurt Quartier, President of Tyche Gaming International, noted that there are “few true examples of omnichannel” currently on the market, suggesting that while the concept is widely discussed, its implementation is still in its early stages. Joe Pisano, CEO of Jade Group, echoed these sentiments, emphasizing the need for a more cohesive strategy to bring omnichannel solutions to life.
In the September/October edition of Gambling Insider magazine, several contributors pointed out that omnichannel solutions might only be viable for larger operators, particularly in markets like the United States. Stephen Crystal, Founder and CEO of SCCG Management, highlighted how “BetMGM leveraged MGM Resorts’ brick-and-mortar presence for omnichannel experiences,” illustrating the advantages that established operators have in this space.
Opportunities and Challenges for Smaller Operators
While large operators with established physical and digital presences are well-positioned to capitalize on omnichannel strategies, smaller operators may face more challenges. Jeff Ifrah, Founder of Ifrah Law, explained that smaller operators in the U.S. might benefit from refining their offerings rather than attempting to compete on all fronts. “If you notice, Betway announced that they were leaving. But, then they announced they’re staying in Michigan and New Jersey on the online casino side. That’s because they recognize that’s a profitable market. Maybe sports aren’t. Maybe we don’t need omnichannel, maybe we don’t need to be able to sell our consumer customers everything.”
This perspective underscores the importance of a targeted approach for smaller operators, who may need to focus on specific markets or verticals to achieve profitability. By understanding their unique strengths and the needs of their customers, smaller operators can carve out a niche for themselves in an increasingly competitive landscape.
Greentube’s Expanding Network of Partnerships
Beyond its collaboration with Loterie Nationale Luxembourg, Greentube has been actively expanding its network of partnerships across the gaming industry. The company has formed alliances with various operators, including Sunbet, NetBet, and Caesars Digital, to name a few. These partnerships enable Greentube to extend its reach and enhance its service offerings, further solidifying its position as a leading provider of digital gaming solutions.
By leveraging its expertise in omnichannel solutions and its robust portfolio of games, Greentube is well-positioned to continue its growth trajectory and drive innovation in the digital gaming space. As the company prepares to launch the full Plurius solution next year, it will be interesting to see how it continues to evolve and adapt to the changing needs of the industry.
The launch of Greentube’s online sports betting and VLT games on Loteriesport.lu represents a significant milestone in the evolution of digital gaming. By integrating these offerings with the Luxembourg national lottery’s platform, Greentube is not only enhancing the player experience but also demonstrating the potential of omnichannel solutions in the gaming industry.
As the conversation around omnichannel play continues to evolve, it’s clear that this approach has the potential to reshape the gaming landscape. Whether through enhanced player tracking, personalized experiences, or seamless integration across platforms, omnichannel solutions offer a wealth of opportunities for operators looking to stay ahead of the curve.
However, the path to omnichannel success is not without its challenges. As industry experts have noted, true omnichannel solutions require a significant investment of time, resources, and expertise. For smaller operators, finding the right balance between innovation and practicality will be key to navigating this complex landscape.
It will be exciting to see how companies like Greentube continue to push the boundaries of digital gaming and shape the future of the industry. With the full Plurius solution set to launch next year, the possibilities for growth and innovation are endless. For now, one thing is certain: the future of gaming is digital, and the journey has only just begun.