Bridging the gap: AGS' strategy in omnichannel slot game launches

With omnichannel gaming presenting a unique opportunity to bridge the gap between land-based and online players, operators and suppliers alike are exploring the best ways to optimise this approach. In 2024, AGS spearheaded a groundbreaking project by partnering with Caesars Entertainment to achieve an industry first: a simultaneous launch of Rakin’ Bacon Odyssey® across both online and land-based platforms in New Jersey. Leveraging this success, AGS has since expanded its collaborative efforts with other operators, demonstrating how an omnichannel approach can thrive in markets where land-based gaming remains a cornerstone.

Zoe Ebling, VP of interactive at AGS, provides an in-depth look into the motivations, challenges and outcomes of this collaborative initiative, offering a comprehensive case study on effective omnichannel implementation.

EGR: What motivated AGS to pioneer an omnichannel launch approach?

Zoe Ebling (ZE): Our primary motivation was to provide players with a cohesive and engaging gaming experience across both digital and physical platforms, and we wanted to do something unique that has never been done before. By launching a game simultaneously online and in-person, we aimed to meet players through their preferred channel, enhancing accessibility and enjoyment.

The decision to implement a dual launch was driven by the recognition that players today seek flexibility in how they access gaming content. At AGS, we have developed a successful portfolio of land-based titles as well as a suite of high-performing interactive games and we wanted to utilise our experience and expertise to bring the best of both worlds to players.

EGR: What challenges did AGS encounter during this dual-platform rollout, and how were they addressed?

ZE: Integrating online and land-based gaming for titles is primarily an operational endeavour rather than a technological one. Coordinating development timelines between our online and land-based teams was a significant challenge, given their distinct processes and schedules. Each team operates with its own set of priorities and timelines, which requires careful coordination to ensure a unified launch. Regular cross-departmental meetings were established to facilitate open communication, allowing us to identify potential bottlenecks early and adjust plans accordingly.

EGR: How have players responded to the unified gaming experience across digital and physical channels?

ZE: Our omnichannel initiatives have generated significant positive engagement from players across both digital and land-based channels. We’ve implemented a variety of campaigns tailored to each property’s specific goals, all delivered through a turnkey approach that simplifies implementation for our partners. In our most successful campaigns, we have seen an average lift of around 30% in-game turnover, along with strong retention indicators and high opt-in levels. Feedback indicates that players value the seamless integration between the online and land-based versions of the game. The familiar gameplay mechanics and thematic elements across both platforms provided a consistent experience, which was well received.

EGR: What insights did AGS gain from its omnichannel initiatives in 2024?

ZE: Our 2024 initiatives have underscored the importance of mutual commitment and open communication in executing successful omnichannel strategies. A key insight is that leveraging established loyalty programmes can significantly enhance player engagement across both online and physical environments. Our collaborations have demonstrated how a well-integrated loyalty platform enables us to track and optimise player behaviour seamlessly. More broadly, these initiatives have confirmed that our experience in land-based gaming gives us a distinct advantage, enabling us to replicate successful models and customise strategies for various markets. This approach is not only setting new benchmarks for us but is also proving effective across our partnerships with other operators.

EGR: How does AGS view the future of omnichannel gaming, and what role does the company plan to play in its evolution?

ZE: We anticipate that omnichannel gaming will become increasingly integral to player engagement strategies. AGS is committed to being at the forefront of this evolution, developing innovative solutions that seamlessly integrate digital and land-based gaming experiences. Our goal is to continue collaborating with partners to deliver cohesive and engaging content that meets the evolving preferences of players.

We’ve partnered with other operators, including BetMGM, PENN Entertainment and Hard Rock, and noticed similar successes, leading us to develop a customisable, turnkey guideline to tailor plans based on specific business objectives and player engagement metrics. We have a number of partnerships in the pipeline for 2025 that we are very excited about.

Looking further ahead, we see significant potential in expanding omnichannel offerings. By embracing emerging technologies and player trends, we aim to create a comprehensive gaming ecosystem that offers diverse and immersive experiences. Our focus will remain on adaptability and innovation, ensuring that we meet the dynamic needs of the gaming community.

EGR: Reflecting on the early omnichannel launches, what were the biggest lessons learned from the projects?

ZE: One of the major takeaways is that early and thorough collaboration is crucial, such as conducting joint planning sessions with all stakeholders to align objectives and timelines. Flexibility and open communication between partners are key to navigating the complexities of a dual-platform launch successfully.

One practical lesson we learned is to organise on-site meetings at the physical venue early in the planning process. This allows all parties to visualise the space and brainstorm ideas that can enhance the player experience. For example, an early site visit can reveal opportunities for optimised game placement and tailored promotional activities that might otherwise be overlooked. Such proactive engagement paves the way for more effective and innovative solutions, contributing to the overall success of the launch.

Zoe Ebling joined AGS in early 2023 as director of interactive sales and quickly advanced to vice-president of interactive. In her current role, she leads the expansion of AGS’s interactive division, overseeing commercial sales, partnerships and the development of original content for online operators. Before joining AGS, Ebling spent four years as commercial manager at a leading real-money gaming supplier and social casino app developer in Scottsdale, Arizona. She also previously served on the board of GET Phoenix Young Professionals, an organisation focused on leadership and career development for young professionals in Phoenix.