In the digital age, meeting players' demands for multi-platform, seamless gaming experiences has become a new growth engine for operators. Zoe Ebling, Vice President of Interactive at leading global game provider AGS, delved into the commercial value and player benefits of a unified gaming ecosystem following the launch of a landmark omni-channel game.
The Fragmentation and Pain Points of Traditional Experiences
In today's fast-paced, one-click lifestyle, players' expectations for gaming experiences are higher than ever. However, there has long been a clear barrier between physical casinos and online slots—winnings from Las Vegas cannot be used online, and popular mobile games are untraceable in real casinos. This fragmented experience not only causes inconvenience but can also weaken player loyalty and engagement.
The Value of an Omni-Channel Strategy
Zoe Ebling of AGS points out that a strong omni-channel strategy can effectively eliminate player pain points. Just as Netflix and Spotify allow users to freely watch shows and listen to music on any device, modern players also want to be able to continue their gaming progress and experience on any platform, anytime, anywhere.
Players desire to choose games on any platform, whether physical or online, with their progress, achievements, and even rewards seamlessly synchronized. "Players now, more than ever, want the freedom to choose their gaming environment and for the gaming experience to continue naturally and smoothly," emphasizes Ebling.
The discontinuity caused by fragmentation can lead to a loss of player interest, weakening loyalty, and players feeling that their time and effort are overlooked. An omni-channel approach can link these scattered experiences together, forming a complete and tight player journey.
Understanding Players, Shaping Seamless Experiences
To achieve a true omni-channel experience, operators must deeply understand players' behaviors and preferences in both digital and physical venues. AGS pays special attention to covering all touchpoints in product development, ensuring that games and features are suited to online habits as well as physical venue needs.
This strategy has led to a cross-channel loyalty and rewards system. For example, players playing slots online can redeem free dining or accommodation rewards at physical casinos, breaking down the barriers between online and offline, and enhancing overall player activity and loyalty.
Ebling states, "Operators have a tremendous opportunity to enhance game adoption and player retention through cross-channel reward strategies. At the same time, the omni-channel loyalty platform allows operators to have a more comprehensive understanding of player behavior, helping to achieve precise personalized operations."
The Business Impact of Omni-Channel Gaming
Implementing an omni-channel strategy not only enhances the player experience but also significantly promotes revenue growth. A game that sells well in physical casinos, when synchronously released online, can significantly expand the player base and lifecycle, surpassing the competitive limitations of a single channel.
As an industry pioneer, AGS offers a comprehensive range of products including Class II and III slots and table games, trusted by partners. In early 2024, AGS achieved a key breakthrough in cross-channel gambling with the synchronized physical and online launch of the slot game "Rakin’ Bacon Odyssey" in New Jersey.
Ebling reveals that during the game's launch period, relying on the omni-channel operating model, the game's turnover achieved double-digit growth, proving high player recognition of the unified experience. Promotional activities brought strong retention and high engagement, showing that cross-channel gameplay is highly popular among players.
Tailored Omni-Channel Operational Solutions
The omni-channel strategy allows operators to flexibly design activities around specific goals. For example, by driving physical casino traffic through online tournaments, or encouraging loyal members to increase online betting. AGS works closely with partners to set key metrics (such as new user numbers, cross-platform activity, and incremental betting), ensuring each activity precisely meets targets.
"There is no uniform standard for measuring omni-channel success; the key is to capture the mutually promoting effects of online and offline channels," Ebling concludes.
Creativity and Future Outlook
Operators embracing the omni-channel trend will experience sustained growth. For AGS, 2025 is also a key year: it has signed an agreement to be acquired by private equity firm Brightstar Capital Partners, planning to further strengthen its omni-channel layout. The company's internal physical and online teams are increasingly collaborating, driving innovation and product integration.
Ebling looks forward with anticipation: "The future of interactive gaming will be a deep integration of online and physical experiences. As boundaries gradually blur, the gaming industry's creativity will reach new heights, allowing players to enjoy smooth, enjoyable gaming experiences no matter where they are."
