Omnichannel has quickly become a crucial component of the strategies adopted by diversified US betting and gaming businesses, in contrast to the decade-long journey it took to establish its presence in the UK betting landscape. This edition of the Market Monitor explores the current state, resurgence, and future potential of omnichannel in the US market.
The reasons behind the rapid adoption of omnichannel in the US are manifold. The swift progression of state-by-state regulation and the surge of cashless gaming driven by the pandemic have played significant roles. Unlike their UK and European counterparts, US operators have had the advantage of leveraging existing loyalty programs, which have been established for up to 20 years, to facilitate the integration of omnichannel strategies. This head start has allowed operators like Penn National to report early success in attracting online customers to their physical venues, thereby driving new product development.
In this edition of the Market Monitor, we engage with stakeholders across the industry spectrum to gauge the current state, the resurgence, and the future prospects of omnichannel. We trust that this report will provide you with valuable insights and information. We encourage you to reach out if you have any questions or wish to share your feedback.
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