Methods for Forming a Single Casino Ecosystem

Modern gambling companies strive to create a special environment that unites land-based and digital entertainment locations. This approach allows operators to increase customer loyalty, improve user experience, and maximise their revenues.

Key Elements of the Gambling Ecosystem

For effective integration of the 2 environments, it is necessary to connect the following components:

Total Client Base and Single Account

Thanks to synchronisation, players can use the same details when visiting a land-based hall, desktop site, and mobile betting application.

The supplier’s task is to provide a simplified login process with the ability to quickly switch between online and offline modes.

Each subsequent visit to the platform should save information about:

• customer balance;
• history of bids;
• achievements;
• the level of a loyalty program, and other aspects.

Cross-Platform Payment Gateway

The formation of a single ecosystem involves using a universal financial approach. It combines popular settlement methods (both cash and bank transfers) and has convenient functionality, as well as low commission fees.

For fast transactions, it is possible to connect:

• cryptocurrency services;
• electronic wallets;
• traditional bank cards.

A great idea would be to add QR codes. With their help, people can instantly replenish their accounts in a land-based gambling hall using a verified online cabinet.

Integrated Reward System and Loyalty Program

Offline and digital casinos use the same bonuses. They can be spent on bets, goods, tickets to tournaments, or VIP services. The user’s progress and accumulated points must be saved when switching from one resource to another.

An important aspect is creating personalised offers based on the client's behaviour in both environments. If, for example, a person chooses themed slots on an iGaming site, then they should receive the same product range when visiting a land-based location.

One of the most popular options in the market is the launch of cross-platform promotions. Users can receive additional free rotations and re-spins if they place bets both in virtual and offline casinos.

Hybrid Products

Phygital solutions are a new format in the entertainment niche. They include the following elements:

1. Live casinos with VR objects. People can participate in real games in a land-based hall thanks to a special headset.
2. Betting via mobile applications. Visitors place bids in offline clubs using smartphones without the need to pay cash.
3. Cross-platform tournaments. Within the framework of a single event, it is possible to unite players from online and digital sectors, providing deeper involvement and interactive experience.

Omnichannel Marketing

It is the simultaneous promotion of a gambling product across several channels. Its main objective is to attract the audience and increase its activity in both environments.

Advertising of this kind means the application of various instruments in combination:

• Big Data and AI for personalisation of offers and communications with users;
• gamification with the integration of all achievements and ratings into one system, motivating clients to visit both types of platforms;
• smart push notifications, email newsletters, and bonus offers, depending on the player’s activity.

Benefits of Creating a Single Environment

Let us consider the main advantages of real and online casino mergers:

1. Improved user experience. Gamblers receive a unified interface and seamless transition between virtual and offline formats. Besides, there is full synchronisation between payments and bids with simplified access to them.
2. Increased loyalty. Thanks to a single bonus system, customers are happy to participate in cross-platform events. Flexibility in choosing a game format (online, land-based, or hybrid) also makes clients more interested.
3. Marketing optimisation. A single ecosystem involves collecting information about user behaviour on all portals. Operators create personalised offers and improve retention rate, LTV, as well as other KPI metrics.
4. Income growth. Synchronisation provides a large number of entry points for gamblers (online, offline, mobile applications, and VR products), which increases the entrepreneur's profits. The average check also becomes bigger because of the access to additional services: NFT, VIP statuses, and exclusive clubs.

Successful Examples of Integrated Ecosystems

Let us consider how industry leaders create unified gaming solutions.

Caesars Entertainment

The vendor is one of the most experienced in the American market. The company was founded in the 40s as an operator of land-based casino complexes. It manages more than 60 facilities located in different states.

In 2020, the firm decided to change its profile and partially switch to the online segment. To do this, it launched Caesars Rewards — a unified bonus system operating in about 50 offline gambling halls and digital resources.

Features of the branded loyalty program:

1. Accumulation of scores. Clients can earn credits for various activities: placing bets, staying in hotels, visiting restaurants, and shopping in stores that take part in the campaign.
2. Redemption of points. They can be exchanged for free entertainment, meals, guest rooms, and other services at Caesars. Besides, the provider offers cross-platform incentives for deposits in land-based locations, which can be applied to virtual portals, too.
3. Participation levels. These are Gold, Platinum, Diamond, and Seven Stars. The transition to a new stage opens access to such privileges as discounts, priority service, and exclusive products.

BetMGM

It is a joint venture between Entain Holding and MGM Resorts International. The supplier’s main activity is accepting sports bets. The company also launched a branded loyalty program, M life Rewards, together with its associates.

BetMGM customers can accumulate scores and receive various privileges when visiting hotels, casinos, restaurants, and other establishments of the MGM network. These are discounts on accommodation and entertainment, access to exclusive events (for example, tournaments or VIP activities in Las Vegas), and offers from partners.

Points are awarded for bids on sports competitions, digital casino solutions, and poker on the BetMGM portal.

Hard Rock Digital

A division of Hard Rock International specialises in online betting and interactive entertainment. Besides, the provider successfully creates a unified ecosystem of online and offline platforms with generous payouts and an authentic user experience.

Key solutions of the company:

• a branded mobile application where customers can replenish their accounts and place bids in land-based establishments without cash;
• a virtual casino with live dealers, bringing together players from different parts of the world;
• purchasing NFTs and inverting them into special VIP programs of physical locations.

Evolution Gaming

In 2021, the enterprise presented Gonzo's Treasure Hunt — the first release with the participation of real croupiers. It is based on the iconic slot Gonzo's Quest from NetEnt.

The solution provides a new level of interaction, combining live gameplay, slot machine elements, and complete immersion in virtual reality. Entertainment can be launched in both online and land-based casinos.

Key features of the product:

1. An original storyline. There is also a professional host and a 3D character, Gonzo, which is based on the legends of the Spanish conquistador Gonzalo Pizarro.
2. Cross-platform support. You can follow the protagonist through standard devices (PCs, monitors, smartphones, and tablets) or VR headsets (controllers and glasses).
3. Interactive experience. Clients manually select stones on the wall (6x7 panel), not just simply place bets. The supplier offers a high level of graphics and animation, providing a realistic user experience.

Entain

The vendor is actively working to create a single ecosystem that combines online and offline betting. The company's goal is to provide its customers with a seamless and integrated experience without being tied to the device used to log in.

Key strategies of Entain:

1. Multichannel approach. The cross-platform environment is achieved by synchronising virtual services with physical places, such as bookmakers’ offices and land-based halls with slot machines.
2. Unified loyalty program. To encourage regular clients, the brand implements bonus systems that operate in both online and offline environments.
3. Integration of technology. The main efforts are aimed at creating a single account for access to various services, implementing payment systems, as well as ensuring the convenience and security of transactions. For example, Entain successfully employs artificial intelligence to predict user behaviour and form personalised offers.

The Main Things about the Connection of Real and Digital Casinos

The creation of a single ecosystem is a key trend in the entertainment industry.

Key aspects that entrepreneurs need to take into account:

• Synchronisation of gambling platforms increases customer loyalty and business efficiency. Integration of payments, bonuses, and cross-platform tournaments allows operators to boost revenues and retain their audience in the long run.
• Industry leaders show that the decision to combine online and offline locations helps create a seamless user experience and increase the casino’s profitability. The most interesting products can be found in the assortment of Caesars Entertainment, Hard Rock Digital, BetMGM, Entain, Evolution Gaming, and other top suppliers.

From us, it is also possible to order the following useful services:

• project licensing;
• connection of payment services;
• security software installation;
• equipment and control systems for offline clubs for rent;
• marketing and consulting.