Augusta Dragic - Explains the Dynamic Between Online and Land-Based Gaming

For the gaming provider, online platforms have greater profit margins due to lower operating costs relative to traditional casinos.

Savvy gaming companies recognize that digital disruption in the gaming and gambling industry present opportunities for conventional players to capture new markets. Augusta Dragic notes the potential synergies between online and land-based gaming companies, advising businesses to consider cross-promotional activities or partnerships. For example, offering real credits in online games that can be redeemed offline will increase the number of new visitors at affiliated casinos.
The European Gaming and Betting Association (EGBA) reported that the online betting and gambling industry comprised almost 18% of the European gambling market in 2015. This figure is expected to rise to 22% by 2020. The offline gambling sector is set to follow the same trajectory, with revenue to increase from 78 billion euros in 2015 to 84 billion euros in 2020.

Augusta Dragic believes that the most successful business strategies will capture the advantages of both online and offline gaming, and that firms need to understand their customer preferences to offer the best gaming experience possible. A company can diversify revenue streams and draw gamers into its offline operations by launching its own gaming site. It can also partner with a third-party online to increase the visibility of its brand, while collecting valuable data on the gaming preferences of target demographics.

Both approaches to gambling offer different value propositions for the average player. Online casino games have multiple advantages. They are accessible and flexible, allowing gamers to play anywhere without interrupting daily schedules. Since the speed of the games are quicker compared to land-based gaming, the higher play rate compels many companies to offer better odds and bonuses. Visitors to websites often have the appealing option of free games. For the gaming provider, online platforms have greater profit margins due to lower operating costs relative to traditional casinos. They are also able to offer a greater number of games without bearing the higher capital costs of installing physical machines.

In contrast, land-based gaming offers the visitor a complete entertainment experience. Inside a bricks-and-mortar casino, a player has access to quality dining and live performances. For the jurisdictions in which they are located, casinos can also be a significant source of economic activity. In the United States, the Bureau of Labor Statistics revealed that casinos and casino hotels were the source of 362,000 jobs in 2014. In the same year, CNBC reported that American gambling establishments paid $38 billion in taxes and had $102 billion in direct impact on the economy, when including employees’ spending from wages.

Augusta Dragic is the HR Executive of Romania-based Superbet, the market leader of betting and gaming industry. The company operates 600 shops across the country, with plans to become one of the most competitive sports betting companies in Central and South East Europe. Superbet offers a large suite of unique products for gaming, including international lotteries, live betting on events, and dog races.

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