CasinoBeats Malta, Martin (SKS365): “This emergency and the crisis have given a boost to the omnichannel strategy”

SKS365’CEO participated in Day 3 at CasinoBeats Malta: “The pandemic has revolutionized the habits of people, it’s time to talk about innovation, customization and integrated experience also in gaming.”

Malta, 02 July 2020 – The panel entitled The Future of Gaming opened the final day of the 2020 edition of CasinoBeats Malta, this year necessarily in a digital version.

During the panel, the strategies for adapting the industry to the upheaval caused by Covid-19 were debating, starting from how the operators faced the lockdown and discussing opportunities and threats for the future.

Speakers include Alexander Martin, CEO of SKS365, who described the company’s experience in the Italian context, one of the markets – and one of the countries – most affected by the virus: “There are three pillars we have worked on, both as SKS365 and as Planetwin365: digital, physical and human. Regarding the first, we increased the number of partnerships and new products on our portfolio to enrich our online offer; about the second, we focused on keep supporting the retail network and implementing new cutting-edge solutions both during the lockdown, and especially for the reopening of the betting shops. Finally (but not least) the third pillar, our people: employees on one side and retailers on the other, on which we have never stopped investing time, resources and energy – commented Martin – But all this is part of a single direction that we have decided to take for some time, the omnichannel approach. Many companies have already developed a multichannel strategy that allows customers to engage with the brand through several touch points, both online and offline. But that’s not enough – added the CEO of SKS365 – These channels are often separated from each other and generate a segmented customer experience. In our business, it is essential to immediately understand the trends, languages and needs of market. Looking at the future with an omnichannel approach can be the right solution at least for three reasons: it increases loyalty and the customers relationship with the brand; it improves recognition and brand reputation; it levels up the process of customer engagement. This pandemic has revolutionized people behaviours – ended Martin – It’s time to talk about innovation, customization and integrated experience also in gaming.”