Ahead of the SBC Summit Americas in Florida next month, we spoke to Oliver Bartlett, the Director of Gaming at BetMGM, who provided greater detail into the firm’s ingredients for omnichannel success and why.
iGX: How much have modern player demands evolved when it comes to user experience and tech expectations?
Oliver Bartlett: Competition is literally a finger tap away, not only from other iGaming apps, but other forms of entertainment, too. Player expectations for tech speed and stability and fantastic user experience are therefore higher than ever. We thrive on the pressure of delivering and surpassing the expectations of our players.
iGX: How important is it that there is a balance between regulatory protections and enabling an innovative personalised approach when it comes to the implementation of new technologies?
OB: Strong regulatory protections are the most important facet of everything we do, and it is integral to the sustainability of the industry. BetMGM is steadfast in its commitment to responsible gaming.
There are myriad ways to provide innovative, segmented approaches. We’re an incredibly data-rich industry, and that allows us to be hyper-personalized. Players expect a seamless journey, and we are focused on delivering the right content to the right player, at the right time.
iGX: What can be done to increase the omnichannel element of marketing strategies?
OB: Omnichannel is one of BetMGM’s main differentiators because of our relationship with parent company MGM Resorts International. Players can enjoy a great selection of rewards where they want and how they want. Whether they prefer to spend their MGM Rewards online or to use them for a night at the Bellagio on their next trip to Vegas. Now we have a partnership with Marriott Bonvoy and points can be exchanged for Marriott Reward points, too.
We’re proud to offer the consumer options when it comes to how they are individually rewarded. Land and online experiences aren’t competitive, they’re complementary, and it’s a continued mission to show our players the breadth of the world of MGM Rewards.
iGX: What can the gambling industry learn from other industries in terms of utilising personalised approaches to the user experience?
OB: There are so many great examples. In e-commerce, Amazon is fantastic at providing tailored recommendations. The home page of Netflix shows the power of personalisation and how it sets up the whole user journey.
There are various aspects that the iGaming industry is currently incorporating, although there’s still some way to go in how we as an industry catalog our metadata to be at Netflix’s level. We’re on our way though. Remember, iGaming is still in its early stages in North America.
iGX: How much of an avenue are movie and TV IPs to connect with audiences through marketing?
OB: BetMGM has a number of exclusive movie and TV slot games like Ace Ventura, The Godfather and Cheers. We recently launched our first Wizard of Oz slot with Light & Wonder and it is our most popular slot game.
These are titles that players recognise and come with a built-in fanbase. In the beginning of 2025, we partnered with Fremantle and secured the online casino content rights for “The Price is Right” and “Family Feud.” Expect to see more from this partnership in the second half of the year with customized casino content and integrations of BetMGM during the show.
iGX: Can you tell us more about what you hope to learn from your panel at the SBC Summit Americas in Florida?
OB: I’m excited to share the stage with a great set of industry friends. There are over fifty years of iGaming experience sharing the stage and it should offer the audience a chance to hear a deep range of insights. I am eager to discuss the current state of iGaming which is the main driver of revenue for operators.
iGX: How important are events like this when it comes to sharing knowledge and evolving your offering?
OB: They’re invaluable. It’s great that the industry can get together at events like this to learn and network. We work in the entertainment industry after all, and getting together to feel the ‘buzz’ around iGaming and sports betting always serves as a great reminder of why I love my job and this industry.
Source: iGaming Expert
