Omnichannel may have taken a decade to become embedded in the UK betting landscape, but it’s on track to become core to the strategies of diversified US betting and gaming businesses in a far more accelerated time frame.
The reasons for this are multiple, from the rapid pace of state-by-state regulation to the pandemic-driven rise of cashless gaming. And while in the UK and Europe, operators had to effectively build omnichannel offerings from scratch starting with the creation of loyalty schemes they then used to convert bettors to online, US operators are starting far higher on the curve with as many as 20 years of loyalty programs behind them.
As a result, US operators such as Penn National are already reporting seeing success in leveraging omnichannel strategies in the other direction and bringing online customers into their physical venues, with this approach also driving new product development.
This edition of the Market Monitor speaks to stakeholders across the spectrum to take the temperature of the present, the second coming and the future of omnichannel. We hope you find it informative and useful. Please don’t hesitate to get in touch if you have
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Stephen Carter, Editorial Director