The Most Valuable iGaming Customers Are Doing All Forms Of Gambling
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The term "omnichannel strategy" is used too often in the online casino industry. It's a catchall term for the idea of giving consumers choices and games to play. Online casinos are already catering to all types of customers. New Jersey, Pennsylvania, Michigan, Delaware, and West Virginia have legalized and implemented online casinos. iGaming is still small by comparison to legal sports betting. However, it provides more revenue for operators and governments than does sports. iCasinos will continue to be profitable.
The most valuable customers are those who do all forms of gambling. Online casinos are able to attract them by offering multiple options. Marketing is important because of the costs inherent in acquiring new customers. The most profitable customers enjoy playing both online and within one of their properties. The company that owns BetMGM and Rush Street has been able of recovering within six months the average cost it takes to acquire a new player. It spends a lot on technology and data to gain good understanding of which customers to pursue. and the right incentives to offer them to play. iGaming is profitable when it finds, and develops, gamblers who enjoy both the online games and sport betting.
There is a modest pace of iGaming legalization in the U.S. but the industry is expanding. The best accelerant may be competition among states that eye successful launches by their neighbors. MGM Resorts President and CEO William Hornbuckle believes omnichannel is to the benefit of organizations doing it at scale. iGambling is on the map in U.,S., but players go to gray markets. iGamers are doing all forms of gambling. They are valuable customers. There is an urgent need for more igaming states.
