“Omnichannel” is the casino industry’s “word of the moment,” but its definition varies from one operator or jurisdiction to another, Phil O’Toole says.
In some cases, it might mean adapting a popular land-based slot game for phones or tablets, said O’Toole, director of content for IGT’s PlayDigital. It also could refer to “shared liquidity” jackpots that grow through both land-based and online play, with the same prizes available on either platform. Or it could be developing an omnichannel brand by merging online-original game mechanics with a top-performing land-based slot title.
IGT, which operates in more than 100 jurisdictions worldwide, takes an all-encompassing approach to omnichannel games, O’Toole said. “IGT has a renowned presence in land-based markets, and we have part of our online portfolio dedicated to bringing over the best-proven content from land,” he said. “We also are taking an online-first approach to new content, so we have a balanced portfolio.” In addition to slots, PlayDigital offers online versions of blackjack and other table games as well as video poker, keno, and games designed for online-only play.
O’Toole said an IGT “tap game” called Shootin’ Hoops illustrates how some game mechanics are best suited for online play. The RNG game, live in Europe and soon to be released in North America, is based on shooting a basketball, with the player tapping their phone screen to take a shot. Making baskets yields a prize, and players can qualify for random multipliers or a bonus round. “It’s a really simple game mechanic that’s more appropriate for a mobile phone than for a physical slot machine,” he said.
He said the recently released Cleopatra Megaways online game offers “the best of both worlds” by combining the popular land-based slot theme with the Megaways online slot mechanic that changes the number of paylines and symbols on each spin.
The just-released Cleopatra Hyper Hits uses a different online mechanic, in which players collect jackpot symbols and increasing wilds. “We think it has a lot of potential, not just because of the Cleopatra brand but its online style and game mechanics as well,” O’Toole said. Eilers & Krejcik consistently ranks the Cleopatra brand among the top performers in the United States and Canada.
The online version of Prosperity Link Wan Shi Ru Yi, one of IGT’s top-performing land-based titles, debuted in July and is expected to post high rankings as well, he said.
“A good game is a good game – to a degree,” O’Toole explained. “But certain types of games and game play mechanics do better in one medium. Sometimes that’s in the land space, because the screens are 55 inches and animations make use of that space.” On a phone, some slot players are doing other things at the same time, he continued. “They like a game that has quicker results and is simpler to play. It just needs variety.”
O’Toole theorized that a tap game like Shootin’ Hoops appeals to a younger-adult segment of online players, while games adapted from popular land-based titles attract an older demographic.
PlayDigital’s slot lineup will continue to expand. One addition will be Mystery of the Lamp Treasure Oasis, an online version of the land-based game that won the 2024 Eilers and Krejcik award for top-performing new premium game. Another is Greenback Attack, an online iteration of a popular land-based VLT machine. O’Toole noted that PlayDigital’s online Cash Eruption game, also converted from a VLT title, has been the top-performing game by GGR in the United States and Canada for the past five months.
The company also will debut a blackjack game that allows one person to play five hands at a time, comparable to a multihand video poker game. O’Toole said he has “high expectations” for it because the game offers players more variety and new side bets, two initially and two that will become available later. IGT also will release an online Power Keno game later this year.
Noting that he and Head of Content Brett Jackson have worked extensively with both land-based and online offerings, O’Toole said PlayDigital focuses on incorporating game elements that players enjoy. “We are experienced in all aspects of omnichannel,” he said.
