Omnichannel Explained by Experts: Strategies to Lead the New Era of Gambling in Latin America

The conference “ Omnichannel Strategy: Maximizing Revenue and Achieving Operational Efficiency ,” moderated by  Víctor Arias, Vice President of Arrise Powering LATAM at Pragmatic Play, generated a very interesting and fruitful debate in which Bernie Gamboa, Director of Online Marketing at Ainsworth Latam, and   Víctor Cardoso, COO of Palmsbet Perú, participated.

In this article, we review the key points of a debate that is as topical as it is essential for the current times in the gaming industry.

 What is Omnichannel Strategy?

To begin, Víctor Arias emphasized, "We've been asked to discuss the importance of the omnichannel strategy in Peru. Basically, what we want to do is have a conversation rather than an interrogation; we want to share each other's successful experiences on the topic."

Arias also explained that “ omnichannel means bringing the user experience to all existing channels within a model” and “It's a huge challenge. It's basically bringing the user experience from online to the physical part or from the physical part to the online part.”

Then,  Bernie Gamboa, Ainsworth Latam's Online Marketing Director, introduced himself, explaining that his company "has grown for many years. And we recently launched our national brand, our online marketing product." He went on to emphasize that the omnichannel strategy puts "the player at the center, and they have the choice of being in a gaming room or playing the same game online."

And he added, "There is talk of cannibalization between both modalities,  but we see that it is the opposite: it is an opportunity to retain the customer and generate a new ecosystem."

The key is Coexistence

Then,   Palmsbet Peru COO Víctor Cardoso emphasized that " The issue is how the different gaming verticals complement each other, with opportunities for socialization . The challenge is to maintain the same user experience, seeking a link between both industries through, for example, a loyalty program.

He also noted,   "I think the challenge is to maintain the experience. And what experience tells us is to find a common anchor between the online world and the physical world."

And he concluded that "there is a generational component to take into account when defining it, so that both channels complement each other" and highlighted that " The need must be created for the player to offer them a maximization of benefits when interacting between both channels."

To conclude his presentation, he stated,   "Obviously, strategically, both segments must coexist. That's part of the operator's strategy for how to create that experience."

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