Synchronised Success: How omnichannel gaming is shaping the industry’s future

In today’s rapidly evolving gaming landscape, the convergence of online and land-based experiences is no longer a trend, it’s an expectation. Players demand flexibility, familiarity, and convenience, seamlessly switching between casino floors and mobile screens without compromising on the quality or consistency of their experience. For suppliers and operators alike, adopting an omnichannel strategy offers a unique opportunity to meet these demands while tackling key industry challenges such as player retention, brand consistency, and data integration.

In this interview, we speak with Tom O’Halleran, Director of Operations at Blueprint Gaming and Zoe Ebling VP of Interactive at AGS Interactive about how their companies are embracing omnichannel innovation to elevate player engagement, enhance loyalty, and create cohesive brand experiences across multiple touchpoints. From simultaneous game launches to unified loyalty programs, they explore what it takes to deliver a truly synchronised gaming journey and why it’s become essential for long-term success in the industry.

From your company’s perspective, what specific challenges or opportunities does omnichannel gaming in the industry aim to address?

Tom O’Halleran, Director of Operations at Blueprint Gaming: Adopting an omnichannel approach allows suppliers to build a strong, synchronised online and retail brand presence across a range of slot titles and their respective series. From a Blueprint perspective, March of this year saw the branded launch of Cash Strike for The Rank Group, which was rolled out simultaneously across its Mecca Bingo retail estate and online platform. Despite the longevity of the series and its continued strong performance online, working alongside the Mecca Bingo name, which has been synonymous with entertainment since the 1960s, has enabled us to enhance the marketing effectiveness of the series, maintain favourable brand assets and themes, and in turn strengthen player loyalty.

Our licensing of Big Catch Bass Fishing to Gaming Arts in the US for the land-based sector, as well as a host of our top-performing game families to White Hat Studios for online use, works in the same vein. Offering a seamless and familiar omnichannel experience for player bases we know will resonate with our offering, allows us to continue elevating our international image.

Zoe Ebling VP of Interactive at AGS Interactive: Today’s players expect to play their way. They want their favourite games available wherever they are, whether that’s right on the casino floor or on their phone. It’s clear that as player tastes change and technology improves, the lines between playing in person and playing online have become increasingly blurred. Bringing online and land-based gaming together helps bridge that gap, allowing operators to stay relevant by reaching both audiences simultaneously. It’s all about giving players convenience and a consistent experience. Players can enjoy a round on the casino floor, then head home and dive into the same game online. From our perspective, this approach effectively engages players and extends game sessions, ultimately generating more revenue from both online and physical operations.

Beyond the core game mechanics, what are some of the other crucial elements that must be carefully managed when converting a slot game to ensure a seamless cross-channel experience?

TOH: To ensure a seamless cross-channel experience, it is fundamental that the core mechanics of a title resonate with players within the notoriously competitive online market, while also aligning with stake variations in the retail space, as well as prize nuances and specific player behaviours that typically favour classic gameplay. Consistency of brand identity is also imperative, as maintaining a harmonious approach to the visual design and theme, as well as audio, avoids a disjointed player experience.

ZE: Beyond syncing reels and payouts, true omnichannel is about crafting moments that go beyond the screen. It’s about turning a game launch into an experience, such as a pop-up lounge in the casino lobby or high-value events where digital and land-based players can mingle. We’ve also been experimenting with themed activations to give players reasons to engage both online and on the floor. This layer deepens emotional connections and keeps players coming back. When players feel part of something bigger than a single spin, whether it’s an exclusive party or a shared jackpot celebration, the lines between channels truly blur, and our omnichannel promise comes to life.

How crucial is unified player data and loyalty programs in realising the full potential of omnichannel?

TOH: An omnichannel approach plays an integral role in maximising player retention, and infusing loyalty systems with gamified elements helps our operator partners offer a more dynamic and rewarding user experience. By collating player data across our online and retail verticals, we can dissect the underlying factors that drive players to engage with specific titles and work with our partners to tailor loyalty programmes that meet player desires. For example, if land-based users engage with a particular game and you offer them an appealing promotion for the online version, you are giving players exactly what they want, and in turn will be able to drive strong synchronized performance across both formats.

ZE: Unified data and loyalty programs are key for any successful omnichannel strategy. When you connect everything a player does to a single loyalty ID, you get a complete picture of their preferences. This seamless connection enables you to offer personalized deals, specific bonus rounds, and special promotions that keep players engaged, regardless of where they choose to play. If their loyalty points don’t transfer smoothly between your physical and online presence, players will feel cheated and might leave. By ensuring you have a single integrated loyalty platform, you can effectively supercharge your promotions across various channels, keep players coming back, and build trust. Why? Because players will know their loyalty and play are consistently recognized and rewarded, no matter where they are.

How do omnichannel strategies ultimately benefit the operator?

TOH: Omnichannel strategies ultimately benefit operators by enhancing player experiences through seamless integration and personalised interactions across online and retail platforms. This leads to increased engagement and retention, as players enjoy consistent, convenient access to their desired slot titles whilst enjoying tailored promotions.

With more touchpoints, operators can drive higher-value interactions and foster loyalty. Additionally, omnichannel approaches provide a comprehensive view of customer behaviour, enabling data-driven decisions and more effective marketing. Our longstanding ties with Entain have enabled us to develop a series of omnichannel releases for its comprehensive LBO estate and online platforms, supporting the operator in precise player targeting. This also underscores our reputation as a trusted omnichannel supplier for the industry’s leading brands.

ZE: Operators gain three core advantages with an omnichannel approach. First, simultaneous in-venue and online launches amplify promotions, driving double-digit lifts in visits and turnover per title. Second, top-performing land-based games earn a second life online, boosting ROI and cutting new-content costs. Third, unified data from both channels delivers complete player insights, powering more innovative floor layouts, precision marketing, and targeted bonuses that hit the mark every time.