Creation of a Unified Experience on Different Gaming Sites

What is an Omnichannel Gaming Environment

This is a popular business strategy in the casino niche. It is aimed at ensuring the integrity and consistency of interaction with customers via available communication channels.

The concept has replaced “multimedia”. Both approaches imply talking to players using different devices (from land-based consoles to compact gadgets).

Cross-platform experience ensures a smooth transition between channels while maintaining viewing history and context. Transitions in a multimedia environment, on the contrary, are often not coordinated with each other. It negatively affects client experience.

Features of omnichannel entertainment platforms:

1. Diversity. In gambling, the most common interaction methods include desktop sites and mobile betting applications. It is also possible to connect instant messengers, social networks, call centres, chatbots, and other modern solutions.
2. Channel integration. Operators guarantee the same level of service for all casino visitors, regardless of what devices or portals they use to place bets. Cross-platform support is provided by advanced software, innovative payment gateways, and a reliable IT infrastructure.
3. Personalisation. This is an individual approach to players, based on their gaming habits, preferences, history of bids, and other behavioural data. The key task of this characteristic is to increase the period of the person’s stay on the website, which directly affects entrepreneurs’ profits.
4. Adaptability. This is the presence of flexible settings in a cross-platform environment. They allow business owners to instantly respond to any changes in the market, from legislation amendments to the emergence of risks and threats.

Omnichannel is actively used not only in gambling but also in other sectors of the economy.

For example, via mobile phones, it is possible to book a table in a restaurant, talk to a concierge, etc. In many European cities, payment of parking fees can be made both at a land-based terminal and through a special mobile application.

Why Omnichannel Projects Are Popular in the Market

Let us consider the main benefits of the approach in the entertainment niche:

Customer Retention

According to Statista, a smooth transition between platforms is a priority for 42% of gamblers. Approximately 3 out of 4 visitors would return to the platform again if their first interaction with it was provided with an omnichannel experience.

Supporting such a strategy increases audience engagement. In practice, this means that a client is more likely to make an additional bet or launch another round if his previous impressions were positive. Thanks to this, newcomers quickly become regular customers, and operators maximise their profits.

Audience Loyalty

If a player’s mobile application does not synchronise with his gameplay on a PC, he will most likely switch to another provider. A cross-platform approach reduces this risk. Users have greater trust in the casino and remain loyal to it for a long time.

A Holistic View of Gamblers

When all communication channels are coordinated, entrepreneurs receive valuable data from each contact with clients.

Data collection and analysis allow businessmen to better understand their audience:

• habits;
• preferences;
• behavioural patterns, and other characteristics.

Implementation of an omnichannel strategy is the right way to guarantee a personalised experience. Operators only offer content (products, bonuses, and payment services) that will definitely interest their customers.

Competitiveness

Gambling is a dynamically developing sector of the economy. It is important for project owners to use all available communication options, making sure that the environment is safe and cross-platform. Manufacturers that do not pay enough attention to diversity risk losing their position in the market.

Protection Against Fraud

Integration of all communication channels allows entrepreneurs to perform the following actions:

• collect complete and accurate information on the users’ behaviour;
• control the accrual of incentives;
• monitor transactions;
• respond to any suspicious activity (multi-accounting, hacking attempts, and theft of confidential data).

Synchronised work of entertainment platforms makes it possible to effectively combat bots, bonus hunters, cybercriminals, and other fraudsters. As a result, the gambling business becomes more transparent, safe, and profitable.

Professional Support

Multi-channel communication strategies optimise customer support and provide fast response time to the audience’s requests.

For example, players can receive lightning-fast feedback on such common tasks as registration on a casino portal, accrual of bonuses, and withdrawal of prizes. More complex issues are redirected to a personal manager who solves them on an individual basis.

Effective Marketing

A holistic view of the audience helps to create successful advertising campaigns that will bring real and measurable results. It is possible to use different techniques and tools, from traditional SEO optimisation to targeted email distribution or personalised targeting on social networks.

Synchronisation between different directions allows operators to quickly track the results for each of them. Entrepreneurs see which marketing channels bring income, and which solutions are better to refuse.

How to Create an Omnichannel Casino

The development of a cross-platform environment is not just a simple connection of several programs. It is necessary to take care of a smooth transition between platforms, automatic data exchange, and other nuances.

How iGaming Portals Function

There are 2 levels of omnichannel:

• Frontend. This is a description of the elements of user experience with which players and casino employees interact. For example, an interactive slot machine should work flawlessly on all pieces of hardware. Many parameters are taken into account, including the product’s design, functionality, and bonus options.
• Backend. Here, there are elements of the customer journey that clients and staff do not always see. The option is presented in the form of a program code. It is responsible for a seamless transition between devices, preservation of history, etc. Thus, if a person starts registration on a PC, then they should be able to finish it on a smartphone or any other gadget.

Key Features of Omnichannel

Let us consider what needs to be taken into account when creating a modern entertainment brand:

1. Data infrastructure. All solutions must be interconnected. If there is no synchronisation of information, the system will quickly collapse, and operators will lose their customers. Specialists use C Sharp, Java, Python, or other programming languages, as well as cloud data storage and more kinds of IT infrastructure.
2. Design philosophy. Each platform (land-based, desktop, and mobile) should have an identical appearance so as not to distract the client’s attention from the gameplay. The omnichannel layout is not only about aesthetics but also functionality, consistency, and the general logic of interaction with the casino.
3. Instant feedback. This is a continuous collection and analysis of information about preferences, reactions, and comments of the audience, as well as requests to the support service. Thanks to this, entrepreneurs will be able to quickly adapt to changes in the market, making their projects more efficient and profitable.

How Industry Leaders Follow the Omnichannel Strategy

Let us consider the experience of well-known providers in creating cross-platform casino solutions:

EveryMatrix

The European company supplies CasinoEngine. This is a modular and adaptive product that can be interconnected with third-party digital portals or wallets, and also function in autonomous mode.

Key features of the service:

• access to more than 27 thousand games from 300 licensed developers;
• flexible system of personal settings;
• modular and scalable API architecture;
• dedicated account management;
• 24/7 technical support.

EveryMatrix is ​​one of the pioneers in the creation of omnichannel solutions. The vendor’s assortment includes cross-platform products for bookmakers and lottery operators, as well as the owners of poker rooms and land-based gambling halls. The company offers various cooperation options and full support of business.

GammaStack

The manufacturer develops omnichannel options with a responsive interface, reliable backend, and advanced gamification tools.

Advantages of the software:

• compliance with regulatory requirements;
• effective risk management;
• advanced data analytics;
• live streaming and In-Play functions;
• professional customer support.

The brand has 15 years of experience in the market and obtained licences in more than 20 jurisdictions. The provider’s cross-platform products are approved in Malta, Curacao, Romania, the United Kingdom, and other countries where entertainment for money is legal.

Playtech

In accordance with the innovative ONE Omni-Channel strategy, the developer offers a unified system for:

• self-service betting terminals (SSBT);
• desktop computers;
• gaming consoles;
• smartphones and gadgets.

The proprietary PAM+ system supports fast and secure gambling on different devices, instant data exchange between platforms, and a seamless UX. The solution includes tools that ensure an adequate attitude toward the placement of bids, a flexible digital wallet, and other options.

The Main Things About Omnichannel in the Casino Niche

Key aspects that operators need to take into account:

• The approach is based on the use of a large number of communication channels with the audience, as well as on their coordination with each other. In the iGaming sector, data synchronisation, responsive design, and instant feedback play a huge role.
• The benefits of the strategy include good customer retention, the formation of a loyal audience, and effective marketing. This approach provides a holistic view of clients, making casino brands more competitive and risk-resistant.
• Today, omnichannel products are offered by many providers. These are EveryMatrix, GammaStack, Playtech, and other market leaders.

Our proprietary system can be launched on all platforms: desktop sites, mobile applications, or programs for land-based clubs. The product has a UX interface, proprietary security settings, and a huge catalogue of entertainment.

We also provide the following useful services:

• games for sale and rent;
• connection of payment options;
• security software installation;
• consulting, and much more.