Land-based operators moving online need to de-silo, leverage data from casino floor and entire offerings portfolio: panel
Land-based casinos that are shifting into the online space have a long way to go in regards to the proper utilization of their data from their physical properties, with a group of industry experts noting, however, such operators have a huge advantage compared to before the smart-table era.
The comments were shared during a panel session at the opening day of the IAG Academy Summit at the Hilton in Newport World Resorts in Manila moderated by Ben Blaschke, CiG Group Managing Editor and Managing Editor of Inside Asian Gaming and featuring Tangam Systems SVP of Gaming Optimization & Strategy David Croft, Syntril Founder and CEO Laurent Fresnel and Angel Manufacturing Singapore Director Bryan Jenkins.
Fresnel highlighted how land-based operators moving into online typically set up an online division separate from their casino division and its other operational “silos,” noting that “no one knows who the customer is” and that there are “pockets of data in file systems that are not connected properly,” as operators “don’t think carefully about the identity of the customer.”
Fresnel notes bringing together the data from players’ online gaming behavior together with their land-based gaming, as well as other departments such as hotel, retail and restaurant, means that the different operational divisions won’t be wasting time by double-marketing to the same consumer. The key, he explained, lies in the proper processing of the customer data with a view towards predicting their behavior based on past activity, only possible when information is shared across divisions.
In an intensely competitive environment such as the Philippines, “it’s about how relevant your communication is to your customers,” notes Fresnel, indicating that the ability to have real-time offers, suggestions and treatment of guest on property or through online offerings maximizes operators’ potential engagement from customers.
While online has always benefitted from being able to measure players’ behavior, land-based gaming has always had a disadvantage when it comes to data from table games.
Bryan Jenkins noted that Angel’s smart table offerings have effectively solved that problem, highlighting the “granular level of data – bets placed, value, game win and loss, turnover” and attribution of bets to individual players – not just at one table, but across the entire casino floor – provides a huge amount of player understanding that previously wasn’t available.
David Croft noted that the accuracy of this data is absolutely key and that we’re now entering an era where operators have data from slots and table games on their properties, that consumers are increasingly trusting in the use of their data (as long as they see the benefits) but that operators also need to ensure they’re processing this massive amount of information properly and effectively.
The panel highlighted how land-based casinos with an online component can further beat out other solely online competitors due to the uniqueness of having a physical property, with Jenkins indicating that the “gap between land-based and online is becoming closer and closer and eventually operators want that gap closed completely.”
The executive noted that creating a well-oiled transition from online to land-based, and vice-versa, and the processing of the data from both sides, would create not only a “seamless operation for the operators but then it also becomes seamless for the player as well.”
And that can extend to multiple players, with Fresner noting that operators can cut down on offers to players who are known to play together by providing the offer to one player, knowing that the other will follow.
Fresner warns that online gaming continues to be much cheaper than land-based but online will never be able to offer the uniqueness of a physical environment. To best leverage that advantage, operators need to be able to understand their player behavior both in the physical and online casino space – even though such behavior may differ – and know how to process that information to ensure customer satisfaction.
David Croft noted that the key is “getting the right offer to the customer at the right place, at the right time, so that they use your platforms – whether that’s online or whether they’re looking to choose a (physical) venue.”
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The Backstory
Casino data becomes the bridge between channels
The push by land-based casino operators into online gaming has made a long-running industry problem more urgent: Casinos often know a great deal about their players, but not in a unified way. Data may sit in separate systems for table games, slots, hotel stays, restaurants, retail spending and digital play. As operators add online casino products, those divisions can become more pronounced unless companies build a common view of the customer.
That was the central issue raised by industry executives at the IAG Academy Summit in Manila, where panelists said land-based operators have an advantage over online-only rivals but must first dismantle internal silos. Physical casinos can use information from resort visits, loyalty programs and gaming activity to create a fuller picture of player behavior. But when online divisions are run separately from casino floors, the same customer can be targeted twice, offered irrelevant promotions or treated as two different people.
The stakes are commercial as well as operational. Online competitors can measure every click and spin, giving them a long-standing edge in segmentation and retention. Land-based operators historically lacked that depth of information, particularly at table games. Smart tables, card and chip tracking and improved slot analytics have narrowed that gap, giving casinos more precise data on wagers, turnover, win-loss patterns and player movement across the floor. The challenge now is turning that information into real-time decisions across both physical and digital products.
Omnichannel strategy meets uneven player behavior
The industry’s optimism around omnichannel gaming has grown as suppliers and operators seek to move familiar casino experiences onto digital platforms. But recent market experience shows that the strategy is not uniform across jurisdictions or customer groups. In the Philippines, Light & Wonder found that some online players had little attachment to land-based casino brands because they lived far from integrated resorts and had not developed familiarity with casino-floor titles.
That insight complicated the assumption that successful land-based games will automatically drive digital engagement. In an interview on emerging markets, Light & Wonder’s Magdalena Podhorska-Okolow described the Philippines as a dual market, with casino patrons and online-first players behaving differently. The supplier’s experience, detailed in Light & Wonder’s new markets expansion strategy, underscored why operators need data that distinguishes between customers who are migrating from casino floors and those entering gambling through mobile devices.
For land-based operators, that distinction matters. A casino patron may respond to an online version of a familiar slot, a hotel offer or a promotion tied to a visit. A remote online player may care more about mobile usability, payment convenience, game speed or localized themes. Without integrated data, operators risk overestimating the power of their physical brand online or missing opportunities to introduce digital players to resort experiences.
Slots show why familiar formats still matter
The movement of stepper slots online illustrates both the promise and limits of translating casino-floor products into digital channels. Traditional steppers remain popular because of their simple mechanics, recognizable sounds and nostalgic design. Those attributes can work well on mobile devices, where quick and intuitive play is important. They also appeal to players who already know the games from casino floors.
Executives from IGT, AGS and Light & Wonder said in a roundtable on bringing stepper slots online that the key is preserving the core mechanics while adapting presentation, bet structure and user experience for digital play. A successful land-based title can carry strong recognition online, but not every physical cabinet feature can be replicated on a phone screen. Large cabinets, lighting and tactile elements may be central to the floor experience but less meaningful in digital form.
That is why data from both environments is increasingly valuable. Operators and suppliers can compare which games hold attention on property, which convert online and where player segments overlap. If a stepper performs well with high-denomination casino players but weakly among mobile-first customers, that insight can shape marketing, game placement and product development. The same logic applies to jackpots, bonus features and volatility profiles. Omnichannel strategy is not simply about offering the same title everywhere; it is about understanding when sameness helps and when adaptation is required.
Live-streamed machines push authenticity further
Some companies are trying to close the land-based and online gap by allowing remote players to interact with actual slot machines. Awager, an Aristocrat Gaming company, partnered with BetMGM in New Jersey to offer live-streamed slots to BetMGM and Borgata Online players. The launch, covered in Awager’s BetMGM partnership for live-streamed slots, gives players access to physical cabinets through live video, real machine audio and real-time responsiveness.
The product is notable because it addresses one of online casino’s persistent weaknesses: the absence of a tangible machine. Instead of simulating a land-based cabinet, Awager connects players to real machines in regulated studio settings. The approach seeks to preserve the trust, sounds and pacing of casino-floor play while making it available on digital devices.
For operators, live-streamed slots also create another layer of data. They can observe how players engage with physical machine formats remotely, how long sessions last and which cabinet brands have appeal beyond the casino floor. That could help operators determine whether online play complements on-property activity or serves an entirely separate use case. It also raises the bar for personalization, because players who favor authentic cabinet play may respond differently from those who prefer native digital slots.
Localization becomes a competitive requirement
The U.S. market has shown that a strong land-based history does not eliminate the need for localized digital strategy. Games Global executive Mark MacCombie said suppliers must understand state-level differences, operator goals and player preferences rather than trying to import global products unchanged. His comments in an analysis of localization in the U.S. iGaming market emphasized that land-based dynamics remain influential, but online products need to fit the specific audience and regulatory environment.
Slots dominate U.S. online casino revenue, making casino-floor knowledge valuable. Simple mechanics, jackpots and familiar brands often translate well. Still, suppliers are tracking session time, average stake, spins per player and retention to refine their portfolios. That data-driven iteration mirrors the broader challenge discussed by the Manila panel: Operators need to process information across channels quickly enough to act on it.
Localization is not limited to game content. It also affects promotions, responsible gambling tools, loyalty offers and messaging. A customer in New Jersey may behave differently from one in Michigan or Pennsylvania. A player who visits a casino resort monthly may have different motivations from a customer who only plays online. The more fragmented the regulatory and commercial environment, the more costly it becomes to rely on generic assumptions.
Influencers and trust shape the next phase
As online casino expands, player education and trust have become part of the omnichannel equation. Slot influencer Brian Christopher built his audience in land-based casinos before moving into real-money online slots, arguing that online play can introduce customers to games they may later play in casinos. His position, explored in Brian Christopher’s push to demystify online slots, reflects a broader industry view that digital and physical casinos can coexist if products are transparent and responsibly marketed.
Christopher’s emphasis on showing wins and losses, setting an entertainment budget and working only with operators he considers reputable speaks to a key risk for operators moving online. The convenience of digital play can expand engagement, but it also increases scrutiny around responsible gambling, data use and promotional practices. Players may be more willing to share information when they see clear benefits, but misuse or irrelevant targeting can erode trust quickly.
That makes the current debate over data integration more than a technical issue. The operators best positioned for the next phase of casino growth will be those that connect their systems, understand channel-specific behavior and use information to improve the customer experience without overwhelming or misleading players. Land-based casinos have assets online-only rivals cannot replicate: resorts, hospitality, entertainment and familiar machines. Whether those advantages translate online depends on how effectively they convert fragmented data into timely, relevant and responsible engagement.
