Smart Casinos: Digital Sportsbooks, Casinos, and the Omnichannel Experience (Part 3)

This is Part 3 of our 5-part article series, Smart Casinos: Consumer Engagement at the Edge. In Part 2, we looked at continuous feedback loops and marketing personalization. Here in Part 3, we’re diving into how casinos secure their digital sportsbooks and provide an omnichannel consumer experience. Written by Les Ottolenghi, former CIO at Caesars Entertainment, Smart Casinos spans everything from real-time marketing and digital sportsbooks, to 5G wireless casino networks. With this series, gaming executives will learn how their organizations can digitally transform their operations, maintain a competitive advantage, and grow revenue, all while meeting the changing needs of digital-first patrons.

Digital sports betting has proliferated across the country in recent years with over 25 states now allowing the practice. With the ongoing issues related to COVID-19, it may be a while before in-person casino attendance recovers. This reality has caused many brick-and-mortar casinos to adopt an omnichannel business model. More specifically, casinos around the country have begun offering digital sportsbooks as a new product.

Some growing pains are expected during the addition of a new online business. However, most potential problems can be prevented with technology-based solutions. Data management and security will be of utmost importance to companies that choose to expand to an omnichannel business model. In this way, casinos can cater to and engage with customers beyond in-person entertainment with solutions that span formats and meet customers where they spend their time.

Digital Saves the Day

Due to the COVID-19 pandemic, casinos around the world were forced to shut down. While some businesses have been able to slowly reopen their doors, many casinos still face an uncertain future due to restrictive guidelines and low attendance.

Digital sportsbooks have become a savior for many struggling casinos. Customers are able to enjoy casino services from the comfort of their own homes, making it the perfect product for restricted casinos to offer. Creating multiple sources of revenue through digital avenues is one of the best ways for casinos to survive in the modern business environment.

Data and Privacy

With new advancements in sportsbooks and betting technology, extra attention will need to be placed on data collection and security. Operating an online sportsbook requires the collection of highly sensitive data including names, locations, and social security numbers. Customers will want to know that their data and privacy are being handled in a professional manner.

A third-party compliance audit can help ease customer anxieties as they hand over their personal data. Even with the best intentions, unprepared organizations can make mistakes and lose the trust of their customers. Auditing companies can help casinos offer a digital sportsbook service, ensuring that the product is provided with safety and security in mind.

Location Tracking

In recent years, the accuracy and prevalence of geotracking have improved by leaps and bounds. Geotracking is common in just about every smartphone application, so most people are accustomed to having their location tracked for various purposes. For online sports betting, geotracking ensures that gambling services are only provided to those who are legally allowed to participate.

In order to prevent the illegal use of their products, casinos that offer a digital sportsbook will need to ensure that their services can only be accessed in legal jurisdictions. Advancements have been made to prevent location spoofing or manipulation of location data. This technology has been tested through the ultra-popular smartphone game, Pokemon GO, among other applications.

Through the proper management of data, as well as precautionary measures against illegal use of online betting, brick-and-mortar casinos have the opportunity to expand their services and thrive in these uncertain times.