In part one of this feature last month we looked at the convergence of land-based and remote gaming and the advantages and disadvantages of such to both sectors. This month we ask whether both parties actually need each other and look forward to the future of this convergence.
One of the big questions is, given the rate of expansion of the online gaming industry, does that industry need land-based connections?
“Not necessarily,” says Oliver Lynch, director of international business development at ComTrade Gaming, a provider of technology solutions to the gaming industry.
“There are many very successful online brands that do not have a land-based product. However, successful land-based brands most definitely need an effective online offering and brand if they are to compete and grow in the online world. “This has been recognised by most large successful land-based brands who are now implementing multi-channel product offerings for their clients, e.g. larger US operations are now partnering with online suppliers and successful land-based brands can and are extending their brand online with great success, for example Genting.”
Said Andrew Flynn of AA Casino in Malta, a training, recruitment and consultancy company: “Recently, one of the world’s largest betting companies had a shake-up of their executive management and subsequently merged their land-based with online operations. Sales went up, running cost declined, share price climbed and the company's visibility returned to the prominent position it had previously held.
“When the general public now sees the brand either in the high street or online it serves to publicise both operations. Each sector is now making a conscious effort to cross-pollenate other products within the company and encourage their customers to use them as a one-stop shop rather than use alternative companies for other betting products.
