From offline to online: what has changed in the (gambling) world?- Part 2

Twenty years later

With the advent of online gaming, it was of course not just about the casino boss’s ideas about the technical possibilities สล็อตออนไลน์. He had to take into account all kinds of other matters, of which political policy , for example, was an important part and in many cases still is. Twenty years later, this is clearly visible in the differences per country.

But there is also a common thread of adjustment and of the results. As technological advancements continue, it is clear that online and offline casinos have found a certain balance. They have grown towards each other and have come to an almost synergistic symbiosis (two different worlds that together are more than the sum of the two separately).

Stronger and bigger

There are casino bosses who have released their conclusions about the changes in the past four years. Scientists have also looked at how online and offline interacted. Together it gives a nice picture. It also becomes clear that people can still learn from each other, in cases where offline and online gambling games providers work separately.

A researcher notes that offline casinos (in the US they call them ‘land based’) got a lot of new customers by also offering online games. A large part of those customers only played online before. But many also started playing in the offline casino. And of existing customers, who had not been in a while, several came back thanks to online play.

The occasional offline play in the physical casino was done by many players on their own initiative. But casino bosses realized that they could also use the database with registrations as a promotional medium. With online premiums they lured players to the casino. And vice versa, because in the end it does not matter to them where the income comes from.

Offline and online

For the latter benefit, offline and online play had to be in one hand. For the offline casino with its existing licenses, the step to also offering online was easier. In some countries, the government is still aiming for that one hand when issuing online gambling licenses . But offline and online can also work together if they are not in one hand.

This happened in Great Britain, for example, a country group with its own gambling history. The government operates an open market there. There are offline betting providers. This does not only concern casinos as we know them, but also bingo halls, for example. And there are online providers who maintain one or more gambling websites.

Playing online now appears to have been only an addition to the existing gambling environment. It resulted in extra income from (gambling) tax , more employment and the like. And collaboration by two or more independent companies (offline and online) gave them cost savings, a greater reach to a target group and other benefits.

Expansion of the public

In almost all countries with offline and online casinos, researchers and gamblers find that the composition of their audience has expanded. In the beginning online games mainly appealed to young people. Many then also found their way to the physical casino. That did depend on the situation; for example, in remote areas, the step to offline was greater.

Researchers don’t just look at age. They also look at gender, nationality, ethnicity, occupation and sometimes even sexual orientation. They are the so-called demographic aspects. In practice, it is only in such quantities that some distinction can be made between online and offline players. Then it turns out that in a certain area the Chinese prefer to play offline and Mexicans especially online.

Growth

We let some casino bosses speak again. A New Jersey brick-and-mortar casino began offering an online casino for home players a few years ago. After three years, three clearly distinguishable groups appeared in their member database. Besides only offline or online roulette players, almost 10% use both forms. Almost every player of that group has started playing roulette online . Conclusion of the casino boss: online generates extra income and appeals to a new target group, from which the physical casino also benefits.

The manager of the well-known Caesar Palace notes something similar in poker. He saw revenue from playing poker in his casino grow after Caesar Entertainment also offered online poker. Its membership base consists of many players who started online. And 80% of the holding company’s database consists of players registered online after the introduction of online.
Caesar also experiences that many online players are going to play physical poker. How much he does not want to say, but that online is a great marketing tool for offline. Incidentally, also to make old inactive players enthusiastic again for the game of poker in the physical casino.

Government

As mentioned, external factors play an important role in the creative adjustment process of gambling companies. Several countries are still struggling with a policy on online gambling games and / or the combination of offline and online. In addition, the government is often the most important stumbling block for casino bosses in the implementation of online business models.

In some countries, the previously discussed fear of the unknown emerges. For example, they have income from state lotteries and foresee a decline in income. Other governments are betting on the UK’s observations of growing income and employment, sometimes without directly embracing the open market model.

Several forms are conceivable. Casino bosses now know that combining offline and online brings benefits. What individual countries decide is important. But the casino bosses can adopt a more or less casual attitude. The past learns, they adapt to it.…

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