Watch: Can omnichannel gaming ever truly unite land-based and online operations?
The promise of omnichannel gaming has been discussed for more than a decade, yet many operators still struggle to turn theory into reality. At SiGMA Central Europe 2025 in Rome, industry leaders came together to examine whether land-based and online gaming can genuinely function as a single business or whether fundamental differences will always keep them apart.
Moderated by Ewa Bakun, Director of Industry Relations at Clarion Gaming, the panel titled Omnichannel Operations: Different Channels but the Same Business? brought together Filip Jelavic, Secretary General, Croatian Gaming Association (CGA), Francesco Gatti, Founder & CEO, Bull Gaming, Giuseppe Donato, Country Manager – Italy, Kiron Interactive and Andrei Frimescu, Marketing Director, Game World Romania. They unpacked the operational, regulatory and technological challenges standing in the way of true integration.
One brand, multiple realities
From the outset, the panel agreed that while the core gaming product may be shared, the way it is delivered differs dramatically by channel. Andrei Frimescu, explained that omnichannel success depends on complementarity rather than uniformity. “The core product is the same, but everything else is different, marketing, engagement, and execution,” he said, noting that blending experiences across channels offers a powerful competitive advantage.
In Italy, Francesco Gatti, Founder & CEO of Bull Gaming, highlighted how the pandemic accelerated online adoption in a traditionally retail-focused market. “Players discovered the same games in a different channel, but with different bonuses, timing and behaviours,” he said. According to Gatti, omnichannel is “one business, but two approaches,” requiring a shift in product mindset rather than simple replication.
Regulation barriers
Regulation emerged as one of the most significant barriers to omnichannel development. Filip Jelavic, Secretary General of the Croatian Gaming Association (CGA), described how overregulation has weakened land-based viability while pushing players toward illegal alternatives. “Players don’t stop playing they just move channels,” he warned, calling for more “responsible regulation” alongside responsible gambling.
Data regulation also plays a critical role. Frimescu pointed to GDPR and fragmented licensing systems as obstacles to unified player profiles and loyalty programmes, both essential components of a seamless omnichannel experience.
A hybrid future
The panel identified artificial intelligence as a key driver of future integration. Giuseppe Donato, stressed that AI is already reshaping gaming operations, though its potential remains underused. “We’re only using a small fraction of what AI can do,” he said, particularly in personalisation, compliance and operational efficiency.
The discussion concluded with a shared vision of a hybrid future, where digital tools enhance, rather than replace, physical venues. From personalised mobile journeys to data-informed in-venue experiences, the consensus was clear: omnichannel success lies in cooperation between channels.
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