What Is Omnichannel?
Omnichannel is a business model which incorporates various multi-channels to offer customers an integrated experience across platforms. Whether shopping, booking, or gaming, the customer can enjoy instant interaction and seamless transition online from a desktop or mobile device, or in a bricks and mortar venue. Before we go further, we need to first clarify that there are substantial differences between omnichannel and multi-channel, mainly when it comes to integration since multi-channel gives customers the chance to use various platforms but the omnichannel makes them work together for a seamless transition.
Omnichannel experiences integrate multiple channels, but multi-channel experience is not by definition an Omnichannel. A casino might have land-based halls, an optimised site for desktop, a native app, and social media platforms but if they don’t work together, that’s still not Omnichannel. However, betting operators realise the demand for continuity between the different platforms, so they’re responding with an integrated approach that minimises the effort from the customer in interacting via these channels and devices that the customer will use to play. With an increasing proportion of customers wanting to use both digital and land-based channels to gamble, particularly among the youngest customers, casinos are already cross-launching games for gaming machines, desktop platforms and mobile apps, with these games consistently out-performing single-channel games.
How Omnichannel Affects the Gambling Industry
Modern-day users utilise various devices to work and play – since we’re a gambling site and we like making bets, we’re willing to make a wager that there’s at least one other device in close proximity to the one you’re reading this on. Being able to use your devices with the same credentials to play, deposit, or withdraw funds is an option that casino operators have made available years ago but now not only can you log in with the same username across the different platforms but thanks to the omnichannel experience, you can even keep your progress in the games.
So, next time you’re lying in bed playing roulette on your smartphone and your battery dies, you can just reach for your tablet or laptop, pop your login details in and pick up where you left off, keeping your progress, wins, and bonuses. Yet better – you can now walk into a land-based gaming hall and with a simple swipe, continue your game in its version for a brick-and-mortar betting shop or casino. We’ve come a long way since the early days of multi-channel when land-based, desktop platform and mobile app went three separate ways. But now, thanks to cutting-edge technology, the virtual and the real blur.
Software developers and online gambling websites are now integrating them into a single-engine that offers a seamless and effortless approach. High-quality omnichannel software with easy transfer of gameplay from one device to another is the way for developers to go and you as a customer can only benefit from the flexibility and convenience it’s designed to offer. Imagine a day when you wake up, start playing your favourite casino game on your tablet while you sip your coffee, then switch to your smartphone during your commute, and at the end of the day come home to kick back playing on your desktop or just visit a land-based casino and continue playing there with all your credits and bonuses at the tip of your fingers all the time. This day is today.
Playtech’s First Omnichannel Game
Leading brands in the gambling industry are already co-launching games for their land-based casinos, desktop and mobile platforms, allowing players to bet anytime, anywhere. William Hill are offering blackjack, roulette and baccarat games on shared content roadmaps, to bring the in-house experience to online customers and are also envisioning making online sports betting available to retail customers through self-service betting terminals. And in February 2017, Playtech, the world’s leading gaming content and software developer was the first systems provider to launch a fantastic new slot game that presented customers with unique enhanced experiences, features and bonuses that they get to enjoy through the ease of use of the Omnichannel.
Tiki Paradise was launched together with Coral across all platforms, available on all devices and in all 1800 UK outlets. This five-reel, 10-line slot game is made available on all channels thanks to the innovation and cutting-edge platform technology of Playtech, available as a unified system. The cross-channel play brings various rewards to the customers – for example, customers in-shop get an extra ‘Wild Nights’ feature if they use Coral’s Connect card. Playing online or on mobile within the next 14 days lets them unlock a further two free games features to choose from when in the free spins bonus. All in all, Omnichannel turned the industry to a much better one, allowing players to enjoy their gameplay without an interruption.
