When it comes to multichannel operating, there isn’t a “one-size-fits-all” approach for tribes. However, as the future of gaming moves toward digital, ignoring it not only leaves money on the table, but it also ignores the obvious fact that customers will go elsewhere.
Moderated by Jonathan Pettemerides, founding partner of Kypock Group, a session on “Online Gaming: Preparing Tribes for a Multichannel Operating Future” focused on how tribes can prepare for a multichannel gaming future.
David Bretnitz, vice president of sales at Kambi, opened with a practical framework, emphasizing that before anything else, tribes need to understand their regulatory environment and internal capabilities. “You have to start with the compact and regulatory framework,” he said, noting that strategy should follow, not the other way around.
Valerie Spicer, president of Trilogy Group Partners, reinforced that timing and approach are just as important as strategy itself. “Tribes are methodical for a reason,” she said, pointing to the importance of aligning digital expansion with both business objectives and operational readiness rather than rushing into new verticals.
Pettemerides encouraged operators to think long-term, noting that investment should start with data before technology. Bretnitz agreed, adding that strong data is only part of the equation; knowing how to use it ultimately drives results.
That data becomes even more valuable when applied to the customer experience. Jonathan Edson, senior VP of business development at FanDuel, emphasized the importance of shifting to a “single-customer” mindset, rather than a digital customer versus a retail customer. “There’s one customer, whether they’re digital or retail,” he said, stressing the need for alignment across marketing, loyalty, and engagement strategies.
Spicer pointed to the Seminole Tribe of Florida as a leading example, noting their ability to use a centralized database to connect those experiences and target players more effectively.
Pettemerides added that the payoff can be significant. “The multichannel customer is three to four times more valuable,” he said, emphasizing the importance of creating a seamless journey across platforms.
Panelists acknowledged that moving into digital requires a shift in mindset. Concerns about online gaming pulling from retail revenue still come up, but Pettermerides pushed back on that idea, “Your customers are playing online already and tribes need to move into this world and secure that share of wallet.”
