Tue, Jun 3, 2025
A land of opportunity awaits for those operators that can satisfy growing customer demand for a multi-platform gaming experience. Following a milestone omnichannel game launch, Zoe Ebling, vice president of interactive at global gaming supplier AGS, discusses the tangible benefits delivered by a unified approach.
This article was produced in partnership with AGS.
In a world where the click of a button can summon instant gratification, the modern gambler expects no less from their play. Yet, for too long, the divide between casino floor and online slot has fractured the player journey – a bonus hit in a Las Vegas resort does not echo online; a favorite title found on a mobile is nowhere to be seen in the real world.
This fragmentation is not just inconvenient – it is disruptive. By pulling players out of the experience they came for and eroding loyalty before it ever truly begins, operators risk losing dissatisfied customers.
Enter the omnichannel evolution. By unifying the player journey across digital and physical realms, today’s forward-thinking operators and suppliers are dissolving the boundaries of where play begins and ends.
Customer pain points
According to Zoe Ebling, vice president of interactive at leading land-based and online gaming supplier AGS, a robust omnichannel strategy dismantles several customer pain points.
Inflexibility in the era of Netflix and Spotify is the gambling sector’s most conspicuous failing. Just as consumers expect to enjoy their favorite shows or songs across any device they choose, so they demand the flexibility of being able to play the games they love and brands they recognize where and when they choose.
Fragmentation is not just about flexibility, however. Customers rightly wonder why they cannot carry over their progress, status or achievements from one platform to another. Imagine hitting a new tier status or unlocking a bonus feature on a slot cabinet but not being able to take those successes from a land-based casino online.
“More than ever, players demand the freedom to engage on their own terms,” says Ebling. “They want to pick up a game on whatever platform suits them at the moment and expect their experience, and even their progress, to carry over seamlessly.
“This kind of discontinuity causes engagement to drop and erodes the loyalty that a cohesive journey would otherwise foster. In short, fragmentation makes players feel like their time isn’t valued.”
Player journey focus
Operators can take their customers from fragmentation to fulfilment only if their behaviors are identified and individual preferences understood. While many industry suppliers have historically excelled in either the digital realm or the traditional casino realm, very few have successfully merged the two in a way that feels natural to the player.
For leading suppliers such as Las Vegas-headquartered AGS, it is crucial to map out the full player journey across all touchpoints when developing new products and solutions. Having identified a gap in the market, AGS set out to tailor its strategy to serve both types of players simultaneously, building its omnichannel approach on an understanding of the nuances of each environment.
Ebling says: “Only by understanding player behavior and preferences in both the online arena and the land-based venue can the supplier create games and features that resonate across the board.”
This laser focus on customer satisfaction could be taken to the next level with operators that have holistic loyalty and rewards programs which stitch together a unified player journey. A well-integrated loyalty program could form the connective tissue between channels, ensuring that a player’s activity is recognized and rewarded no matter where they play.
Impact on in-game turnover
The retention of satisfied, well-serviced customers directly leads to tangible benefits for operators and their suppliers. By deploying an omnichannel approach, operators can extend a game’s reach and longevity beyond that of a single channel. A title that thrives on the casino floor can also dominate online, essentially outpacing single-channel rivals by being present in both arenas.
Helping to lead this move towards the truly omnichannel approach are established suppliers such as AGS. The business is well positioned as it offers a comprehensive range of land-based casino and online products, including Class II and Class III slots, cabinets and table games. As well as producing some of the most fun and creative content in the industry for many years, AGS has become a trusted adviser to its operator partners as they seek to stay ahead of the competition.
In early 2024, AGS led the industry’s first-ever simultaneous omnichannel launch of a slot game across both land-based casinos and online platforms in New Jersey. The introduction of Rakin’ Bacon Odyssey, executed in partnership with Caesars Entertainment, marked a major milestone in cross-channel gaming. As well as being a notable technical achievement, it provided proof that an omnichannel launch would deliver strong results across revenue, player retention and other key performance indicators (KPIs).
This kind of uplift, directly tied to offering a game on both online and land-based channels simultaneously, is a strong indicator that players responded positively to the unified experience.
In addition to revenue uplift, AGS identified strong retention indicators and high opt-in levels for the associated promotions, meaning players not only tried the game in both venues, but they kept playing and actively opted in to the cross-channel experience. An increase in the number of players who play in both environments, versus just one, is another telling KPI, as it highlights that the omnichannel strategy is successfully driving crossover interest.
Specific campaign targets
The benefits of omnichannel for operators are wide-ranging, and leading suppliers such as AGS are able to customize campaigns with specific targets in mind.
If an operator’s aim is to boost on-property visitation via an online tournament, AGS will focus on metrics like visit lift on specific days. On the other hand, if the goal is to increase online play from existing loyalty club members, AGS will watch the online wagering activity of that segment specifically.
“We’ve learned that flexibility in metrics is important, essentially, tailoring the success criteria to the goals of the initiative,” Ebling adds. “In our collaborations, we often sit down with the casino operator to agree on what metrics matter most, whether it’s new sign-ups, cross-play frequency or incremental spend, and then design the campaign to hit those marks.
“The bottom line is that measuring omnichannel success isn’t one-size-fits-all, but it must capture how well the two channels are amplifying each other.”
New heights of creativity
The coming year promises to be one of sustained progress for those operators that embrace the omnichannel opportunity. It is also a significant period for AGS itself. Last year AGS, which has been listed on the NYSE since 2018, announced it had signed a definitive agreement to be acquired by private equity firm Brightstar Capital Partners in a deal worth approximately $1.1 billion (£812m), meaning the company will no longer be publicly traded.
AGS has strong partnerships established and further omnichannel collaborations in the pipeline for 2025 and beyond. Internally, the developer has been bolstered by recent senior appointments, while once-separate land-based and online divisions are collaborating closer than ever as they embrace the omnichannel opportunity.
“I’m incredibly excited about the future of interactive gaming and the continued convergence of online and land-based experiences,” Ebling concludes.
“What excites me most is that every step toward convergence is a win for the player. It means more choice, more convenience, and more engagement.
“The lines between online and offline will continue to fade, and as they do, I believe the industry will reach new heights of creativity in delighting players wherever they choose to play.”
Zoe Ebling, vice president of interactive, AGS