iGaming supplier BtoBet highlighted the importance of focusing on players when looking at Omnichannel solutions in a dedicated conference panel at last week’s SiGMA.
[dropcap]B[/dropcap]toBet, the iGaming and betting industry tech pioneers, confirmed the need for focus on player satisfaction when investing in Omnichannel solutions.
The importance of the Omnichannel solution for land based and online operators formed a significant part of the conversation during many conferences at Summit iGaming Malta (SiGMA) last week.
BtoBet claim that despite everybody talking about Ominchannel, very few operators are ready for it and a large proportion of them are still using a different platform for each channel or adapt a platform to be used in a multichannel environment.
Speaking on the ‘Omni-channel sports betting’ panel at SiGMA, Alessandro Fried, CEO at BtoBet, explained: “Retail operators are not directly focused on the player at the moment because of a lack of instruments. Their clients are anonymous pointers; they do not have any data and they cannot build any strategy on the player himself. In some cases, retail operations are multichannel, with different independent channels totally disconnected between each other. The future of Retail is the Omnichannel approach which puts the player at the centre, independently of the channel the player will use.”
Commenting on the trend, Fried added: “In an Omnichannel environment the platform is able to track the player on all the channels, to provide the operator cross channel data analysis tools and give him the possibility to improve his retention strategies and cross channel services.”
BtoBet will give additional insight into the topic at the EEGS – East European Gaming Summit in Sofia this week where the company’s Head of Product Development, Vasilije Shkoro will be a panelist at the conference, ‘Channelization of Gaming experience’ at Inter Expo Centre.