How retail can aid omni-channel strategies

How retail can aid omni-channel strategies

Friday, October 16, 2015 Totally Gaming
Pegasus' Lydia Barbara is a speaker at EiG 2015

Lydia Barbara, head of Microgaming’s consulting division Pegasus Gaming Solutions, is delivering a presentation titled ‘Learning from retail omni-channel strategies’ at EiG 2015. Here, she tells TotallyGaming.com more about Pegasus and some of the key points on omni-channel strategies that she will be raising in Berlin…

TotallyGaming.com: What is ‘omni-channel’?

Lydia Barbara: There are multiple definitions for ‘omni-channel’. From my perspective, omni-channel is a new approach to customer management, one that starts from the player perspective and works seamlessly across all available channels. It is sometimes described as the most customer-centric approach to marketing and customer management. An omni-channel strategy is one that works to make the customer’s gaming experience the same (or as similar as possible) across land-based, PC and mobile.

Put into the context of gaming, releasing new games across mobile and PC simultaneously would be a part of an operator’s omni-channel strategy, allowing customers to deposit and withdraw funds for gaming from kiosks or online.  

Omni-channel is such a new and all-encompassing concept that we’re really just starting to scratch the surface of its potential. A good omni-channel strategy is all about managing players in a world where everything is converging. Online and land-based coming together, HTML5 starting to dominate browser-based gaming, second-screening, et cetera – a good omni-channel strategy works to solve all these problems. 

TotallyGaming.com: What would be one key piece of advice in developing an omni-channel strategy?

Lydia Barbara: Approach everything from the customer’s perspective. This strategy isn’t mobile-first; it’s customer-first. Today’s consumers expect their experience with your brand to be consistent regardless of the access point. 

TotallyGaming.com: Could you tell us more about Pegasus and what role it can play in aiding omni-channel progress?

Lydia Barbara: Pegasus Gaming Solutions is Microgaming’s consulting division. It is a collective of industry experts whose sole job is to work with operators to increase their net revenue across all of their channels. We work hand-in-hand with land-based companies moving online, online companies expanding to new markets, established companies modernising for success with millennials, and so on. 

Omni-channel strategies are working well for the gaming operators adopting the approach, and we want our customers to do well, so omni-channel naturally plays an important part in what we do with our customers. 

TotallyGaming.com: What are you looking forward to discussing at EiG this year?

Lydia Barbara: I’m excited to be presenting on day two of the show. With reference to my presentation, I think there’s just so much we can learn from retail companies and how they are interacting with consumers through new touch points. So I will be exploring a couple of cases of successful omni-channel retail strategies to see what our industry can learn from them. 
 

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