As the worlds of online and land-based gaming increasingly converge, industry experts look at the advantages and disadvantages for both sectors.
AS online gambling continues its march towards global domination, the links between it and land-based gaming are increasing all the time.
Even though many online gaming companies have made themselves into famous brands on their own, the attraction of adding strong land-based brands to their portfolios has proved impossible to resist.
At the same time, those big bricks and mortar names have seen the value of going online themselves, both to counter online competition and to further strengthen their brands and their links with their customer base.
Oliver Lynch, director of international business development at ComTrade Gaming, a provider of technology solutions to the gaming industry, told InterGaming: “There are two key drivers for convergence between land-based and online gaming. Firstly, new markets regulating where existing land-based operators move online, e.g. the US, Spain and Holland.
“In these markets existing land-based operators have a huge advantage as they have a loyal customer base that can be leveraged. It would be difficult for these operators to outspend large international online operators; however, they can compete with them by converging land-based and online players.
“Secondly, technology is now making convergence a reality, as the operator can now effectively integrate its online and offline business and cross-sell online products to its land-based customers and vice-versa. Technology such as our single view i-gaming platform enables operators to monitor a player’s activity across multiple channels. The platform also enables the operator to provide a unified CRM, bonusing and loyalty programme.”
