Omnichannel Gaming: How Operators Merge Physical and Online Worlds

The divide between visiting a local casino and enjoying a quick spin on a smartphone is rapidly disappearing. A concept known as omnichannel has taken root in the industry, changing everything about how operators approach their business. It is no longer enough just to offer both retail and digital products; they must be so tightly integrated that the player hardly notices the transition. Major players like Banijay Gaming and Flutter Entertainment are currently spending billions to secure this hybrid future, with markets like Germany and Italy at the heart of their European expansion plans.

The goal of this strategy is simple, but the technical execution is demanding. A player earns points on their loyalty card at a betting shop in Berlin and can redeem them that same evening on a mobile app from home. What previously failed due to technical hurdles or operator resistance is now becoming the standard. Andrew Flynn of AACASINO Solutions emphasizes that technology alone is not enough. Instead, people and procedures must align. A truly unified experience requires one wallet across all channels, one loyalty program with shared points, and a CRM system that understands player behavior in both environments.

Numbers and facts

The financial scale of this development is striking. In October 2025, Banijay Gaming announced the acquisition of the Tipico Group, a deal that was completed in April. At that time, Tipico operated more than 1,250 betting shops in Germany and Austria. Even more massive was Flutter Entertainment’s deal to acquire Snaitech for 2.3 billion Euro. Flutter expects this move to grant them a 30 percent market share in Italy. The success is also visible in Australia: operator Tabcorp reported a one percent increase in H1 revenue to 1.34 billion AU dollars, with EBITDA rising by 14.3 percent to 217.4 million AU dollars.

„Our priority now is to unlock the full potential of this combination to drive growth across all our markets." - Nicolas Béraud, Chairman of Banijay Gaming

Background

Why is this happening right now? Experts point to several factors. The Covid pandemic accelerated the acceptance of digital products, while regulatory requirements for KYC (Know Your Customer) and AML (Anti-Money Laundering) have become more stringent. Once an operator has identified a customer in a land-based venue, moves into the online business become legally and administratively much easier. In France, Banijay is pursuing a similar strategy by acquiring 33 casinos from Groupe JOA. Although online casinos are not yet fully regulated there, the company is securing physical infrastructure to be ready for "Day X."

„Players want to pick up a game on whatever platform suits them at the moment and expect their experience, and even their progress, to carry over seamlessly." - Zoe Ebling, Vice President of Interactive at AGS

Why it matters for German players

For players in Germany, this trend primarily means more convenience, but also seamless monitoring. The State Treaty on Gambling 2021 (GlüStV 2021) provides the legal framework for this evolution. When large providers like Tipico or Betway link their retail shops with online offers, central systems like LUGAS and OASIS operate in the background. This means the monthly deposit limit of 1,000 Euro and the stake limit of 1 Euro per spin on virtual slots must be strictly observed, regardless of the channel used for access.

This interconnectedness leads to more effective player protection, but it is also more noticeable for the individual. Anyone who chooses to be barred at a land-based hall is immediately barred from all legal online GGL casinos through the central OASIS file. This total integration is the price of the convenience of depositing funds at a retail location to use them online. German customers should ensure they play exclusively with operators on the GGL whitelist, as only they can offer these omnichannel benefits safely and legally within the German legal framework.

What it means for GGL-licensed casinos

For operators with a German license, omnichannel is no longer a luxury but a survival strategy. High licensing costs and strict tax regulations make customer acquisition expensive. A hybrid model, where customers are transitioned cost-effectively from the retail sector into the online world, can drastically reduce marketing costs. GGL-licensed casinos can stand out with exclusive loyalty programs that offshore-based MGA or Curacao providers simply cannot offer, as they lack physical access to the German market. Focusing on data quality and building unified player profiles also helps operators meet regulatory requirements more efficiently.