OMEGA Systems: Creating a true omni-channel experience
The trend in the gambling industry in recent years of business increasingly shifting to online verticals is showing no signs of slowing, and for OMEGA Systems it has informed the core development of its product.
Taking time to discuss the company’s movements with SBC’s Joe Streeter, Editor of Payment Expert, at ICE London 2022 last month, OMEGA’s Chief Commercial Officer, Patrick Mann, gave an overview of the developer’s omni-channel and social responsibility offerings.
Observing that ‘omni-channel is at the heart’ of OMEGA Systems operations, Streeter quizzed the company on the development of its multi-vertical product and the enhanced importance of this offering in the modern gaming space.
“A lot of our customers are land-based entities that want to go online or have gone online,” Mann explained. “Connecting land-based systems to an online platform is what they want to do.
“We work with some of the most leading front-end designers as well to deliver that product. We’ve integrated offline loyalty systems with our online to create a true omni-channel experience.
“Obviously there’s a common wallet as well, we can do cross-bonusing to improve loyalty, they’ve all the responsible gaming features as well, social responsibility has become a major thing – to be proactive as an operator, us as the platform software provider, we need to underpin and support that.”
In pursuit of its plans, OMEGA has developed the ‘Mars’ risk analysis tool, which identifies and highlights players who are at risk of gambling related harm, whilst also enabling operators to spot customers who may be high risk from an AML standpoint.
Product development is not OMEGA’s only key focus, however, with the CCO detailing that the group has completed international growth plans in recent years, and aims to build on this by targeting further expansion globally across a range of jurisdictions.
“In the last two years we’ve gone with our clients to free licence markets in Argentina on a province by province basis, the Dutch market as well,” he explained.
“I guess the outlook is constantly going to new regulated markets and adding customers on the way and hopefully actually getting some today and tomorrow.”
He later added: “This time next year, I’m hoping to have a much bigger customer base. It’s my job to bring in clients, and retain them – reaffirming our position in the market is massive and that’s solely down to how we deliver on the product side.
“I think that’s massive for anybody in the software business, never mind online gambling. It’s about pushing the product to be the best it can be. In 2023, I want to be here with more customers and a better product.”
For OMEGA, product is King – and in Mann’s view, this has helped instil confidence in the firm’s services among its clients, noting that ‘people have gotten a huge comfort in us’.
“I think with our product we have a lot of responsibility for clients to take control of their destiny,” he remarked. “Essentially, they almost become the platform, so I think people are really seeing the value in that.”