Strategies for Creating a Unified Gambling Experience
The omni-channel concept is becoming more common in the entertainment industry. Instead of focusing on just one option for interacting with players, operators use different platforms and channels at the same time.
Experts of the Rosloto studio talk about the features and benefits of a cross-platform environment. You will learn how to improve customer experience and increase casino project revenues.
Strategies for Interacting with the Audience
Communication with people in many ways is the main trend in the iGaming niche.
Modern entrepreneurs use different points of contact with visitors, from the acceptance of bets in land-based halls to the continuous spinning of reels on mobile devices. One of the most popular approaches is to combine the capabilities of desktop sites and sportsbook applications designed for personal gadgets into a single cross-platform interface.
The goal of its integration is to ensure the maximum number of interactions with the gambling brand. Users are offered various target actions (from viewing advertising messages to registration, the launch of slots, and participation in tournaments).
Let us consider the most common strategies for communicating with the audience.
Multi-Channel Approach
This is the application of many methods separately. It was in demand about 6 or 8 years ago when cross-platform gaming was just beginning to develop.
Features of the tool:
- single KPIs for all contact points;
- interactions that compete with each other;
- simplified analytics and a pattern for tracking results.
Omni-Channel Approach
The main drawback of the previous option was poor coordination of the platforms used. Therefore, over time, the strategy was transformed.
The term “omni-channel” is not new. The Forbes online edition mentioned the importance of such an experience back in 2013, but recently, it has become mandatory.
The key advantage of the concept is the seamless combination of all points of interaction with the audience, which ensures:
- continuous and maximally comfortable play;
- a stable inflow of new solvent clients;
- increased loyalty of regular customers.
According to the Invesp online media:
- 89% is the retention rate for those companies that have created a single iGaming brand across multiple portals. For providers with weak omni-channel connections, this parameter is only 33%.
- 45% of operators have chosen to follow the strategy as one of their top priorities for 2024. Another 23% of entrepreneurs plan to create a cross-platform environment in the next 3 years.
- 47% of casino visitors call consistent and personalised play a key advantage of modern gambling. The audience values the opportunity to place bets on different platforms and the easiness of their synchronisation with each other.
Thus, the implementation of an omni-channel option is a priority for all owners of entertainment projects. Without this, it will be difficult for them to quickly attract and retain customers and maximise profits.
Benefits of a Cross-Platform Environment
The simultaneous deployment of both casino websites and mobile betting apps has many advantages:
Increased Competitiveness
The industry is saturated with large brands and young startups. To stand out, it is important to offer a high-quality experience and support trouble-free play on various devices.
Companies that only manage one digital resource or a mobile app are lagging behind their competitors. They are losing solvent customers who go to other portals to place bids.
Broad Coverage
Support for omni-channel wagering makes it accessible to a wide range of consumers:
- generation Z who prefers continuous play on the go;
- 35–45 year olds who bet from multiple devices;
- clients from 45 to 55 years old who are comfortable betting from home via a PC.
Cross-platform online casinos meet the needs and preferences of different age and demographic groups. This has a positive effect on the traffic and profitability level (for entertainment sites).
Flexible User Experience
Omni-channel applications offer a greater choice of:
- functions;
- skins;
- individual settings, etc.
Such diversity has a positive effect on the gaming experience and ensures continuous interaction with customers, as well as stable retention indicators.
Reduction of Disruptions in the Operation
Omni-channel projects are considered more advanced. They are characterised by good performance, increased fault tolerance, and lightning-fast response to any delays.
If, for example, one platform fails for technical reasons, the other can continue to accept bets, accrue bonuses, and conduct contests and missions. Such a high level of stability increases the reliability of the iGaming brand, making it popular and competitive.
Optimised Marketing
This means the use of multiple advertising channels to attract and retain the audience.
Specialists can conduct parallel and interconnected promotion campaigns aimed at different age and social groups. Thus, among the available options, we can name sending push notifications (for mobile applications) or publishing SEO content (it is mostly applied by online casinos).
Methods of interaction with clients can be divided into 2 categories:
- Offline. These are SMS messages, phone calls, outdoor advertising, mentions in traditional media (in printed editions, on radio and television), conferences, summits, and other industry events.
- Online. These are social networks, desktop and mobile versions of websites, email newsletters, media blogs, chatbots, online marketplaces, and other communication channels.
The integrated use of all these methods helps to better attract and retain the audience. When operators have 2 platforms with a seamless transition between them, it simplifies communication with users and increases the effectiveness of advertising.
Data Collection
The omnichannel environment simplifies the collection and analysis of customer data. This is information about user preferences and habits, behavioural analytics, betting models, and other information.
The received and processed data can be applied for a variety of purposes, from personalised service to the prevention of fraud and ludomania.
Characteristics of an Omni-Channel iGaming Brand
Features of cross-platform digital resources:
- Uniformity. The products look and work the same on all portals. Branding (visual elements, texts, and user interface components) should be the same regardless of the way of interacting with clients.
- Accessibility. This is the passage of the same scenarios on different types of gadgets. This approach ensures smooth gameplay and makes the rotation of wheels understandable and convenient. This should be repeated both in the main interaction models (registration, deposition of funds, and the launch of reels in slots) and secondary ones. This is participation in the loyalty system, subscription, etc.
- Continuity. Players can change devices or communication channels, receiving an identical experience without interruptions and delays. If, for some reason, a person has to stop playing, they can return and continue the session from the same place. The betting history, completed levels, and scored points are also saved.
- Contextual optimisation. Certain functions are launched only on those platforms that are technically prepared for this. For example, face scanning is activated only in mobile betting applications, while in traditional online casinos, this identification stage is not available.
Where to Order Cross-Platform Software
High-quality and well-thought-out solutions can be found in the catalogues of many European providers:
Pragmatic Play
The company's signature product called PAM ensures continuous play on several types of devices at once. These are land-based terminals, desktop PCs, and compact gadgets. The service is compatible with all browsers and types of the OS.
The advantages of PAM include:
- flexible and modular API interface;
- full control of the front-end;
- powerful CRM system;
- prestigious licensing.
In 2024, Pragmatic Play won the Full Service Platform of the Year nomination.
Betsoft Gaming
The firm has developed a convenient, customisable, and cross-platform Casino Manager engine. The solution generates detailed reporting on KPI and financial and gaming indicators. It also contains a convenient notification system.
The product can be ordered together with the Betsoft Drive collection of promotional tools. This is a flexible and adaptive service for rewarding players. It works flawlessly on different types of devices. The catalogue includes interactive wheels of fortune, themed tournaments, missions, leaderboards, and random multipliers.
Relax Gaming
Relax Apex is an innovative environment with support for multiple advertising channels and communication options. The option covers several European markets at once and can be deployed on desktop PCs and mobile gadgets.
The solution contains settings for the successful operation of a virtual casino, online bingo, and a poker site. All 3 areas interact well and complement each other. Players get a unique experience, and entrepreneurs attract solvent regular customers.
The Main Things about Omni-Channel Gambling Products
is the key to attracting and retaining customers, increasing loyalty, and boosting revenue
Engagement Strategies
Different channels operate independently
Integration of all channels for seamless and smooth interaction
customer retention for operators with a unified brand (Invesp)
of providers are prioritising omnichannel in 2024
Benefits of an Omnichannel Environment
Key Features of Cross-Platform Solutions
Top Cross-Platform Software Providers
The strategy of creating a unified brand on different platforms has become one of the most successful in the market.
Key aspects that business owners need to take into account:
- The advantages of a cross-platform environment include a wide audience reach, reduced failures and interruptions in work, and increased competitiveness. Operators can optimise their marketing policies, automate data collection, etc.
- Omni-channel solutions are available in the catalogues of Pragmatic Play, Betsoft Gaming, Relax Gaming, and other providers. These are accessible, flexible, and scalable systems with a large selection of functions and user settings.
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