Omnichannel gaming has long been hailed as the future of the industry, promising seamless integration across various platforms for a unified user experience. While discussions on its potential abound, the reality on the ground seems less rosy. A recent panel at SiGMA Manila, a prominent event in the Asian gaming market, shed light on the existing landscape, revealing both the challenges and glimpses of success.
Current State of Omnichannel Gaming:
Kurt Quartier, President of Tyche Gaming International, and Joe Pisano, CEO of Jade Group, painted a sobering picture. Despite the industry buzz, true examples of omnichannel integration remain scarce. According to Quartier, the integration of essential components like wallets and slots across different channels is still a distant goal. Pisano echoed this sentiment, emphasizing the lack of holistic integration in today’s market.
Success Stories:
Amidst the skepticism, there are glimmers of hope. Land-based casinos, traditionally seen as separate entities from their online counterparts, are beginning to reap the benefits of iGaming. Angel Sueiro, COO of PH Resorts, emphasized the opportunity presented by iGaming, highlighting its potential to complement rather than cannibalize traditional casino revenues. Pisano pointed to Caesars as a case study, showcasing how online platforms can drive foot traffic to physical casinos.
Adapting Traditional Games:
One intriguing aspect highlighted by Quartier is the adaptation of classic land-based games into popular online products. This underscores the interconnectedness of different gaming channels and the potential for synergy between them.
Challenges Ahead:
Despite these success stories, the panelists were unanimous in their assessment that true omnichannel integration remains a distant goal. Yo-Sien Low of Moloco Singapore echoed this sentiment, emphasizing the long road ahead for the gaming industry to achieve seamless integration across channels.
While the concept of omnichannel gaming holds immense promise, the reality on the ground paints a more nuanced picture. While success stories exist, the industry as a whole still has a considerable distance to cover before achieving true omnichannel integration. As we navigate this evolving landscape, it’s crucial to acknowledge both the challenges and opportunities that lie ahead.