In recent years, omnichannel gaming has emerged as a dominant theme in the gaming industry. For brick-and-mortar establishments, the pressing question remains: how can digital and retail gaming be seamlessly integrated?
Despite various strategies being explored, the urgency to innovate is intensifying as online revenue growth continues to outpace that of traditional retail. In August, states like Michigan, New Jersey, West Virginia, and Delaware, all reported record-breaking monthly digital revenues. In contrast, retail casino revenue across the US experienced a modest increase of just 2.5% year-over-year for the first seven months of 2025, according to the American Gaming Association.
Several retail companies have already taken a position on their omnichannel strategies. Notably, operators like Wynn Resorts, Churchill Downs, Monarch Casino, and Las Vegas Sands are either scaling back or entirely halting their online expansion efforts. This sentiment is echoed by the formation of the National Association Against iGaming, comprising mainly smaller casinos and labor unions, which advocates against digital expansion.
In stark contrast, other industry leaders like MGM Resorts are welcoming the challenges with bold investments. Suppliers are also actively working to develop the technology needed to support omnichannel growth, in whatever shape it may take.
Commenting on the company’s stance on omnichannel investment, Aristocrat’s chief product officer, Matt Primmer, noted that their approach is not simplistic. Yet, it is clear they are reaching a pivotal point in their investments. Primmer emphasized the alignment of tools, structures, and strategies all moving towards supporting omnichannel initiatives.
On the casino floor of the MGM Grand, which is one of the largest on the Las Vegas Strip, a unique project is underway. MGM’s “Live from Vegas” production studio—a high-tech glass box—is broadcasting live table games to international iGaming customers. This innovative setup, placed prominently on the casino floor, draws the attention of passersby who can watch the live broadcast without directly participating. Inside this studio, the atmosphere is akin to a Hollywood control room, filled with broadcast equipment and live dealers.
The project is a collaboration between MGM, game supplier Playtech, and Fremantle, the owner of the IP rights to “Family Feud.” Among the offerings is a gambling version of the popular TV show, along with traditional games like roulette, blackjack, and baccarat. While MGM operates BetMGM for mobile sports betting and iGaming, this particular initiative is independent of BetMGM.
Launched in late August, the studio represents a significant expansion of the “Live from Vegas” series, which began in June 2024. Initial efforts included streaming from designated tables at MGM Grand and Bellagio. Vik Shrestha, MGM’s vice president of online gaming, articulated that the studio is their next step in cultivating omnichannel synergy. By leveraging the allure of Las Vegas, they aim to differentiate their offerings by tying in the unique Vegas atmosphere with well-known Playtech games.
Shrestha highlighted the importance of integrating the Las Vegas casino experience into their digital content. Most live dealer content is filmed in non-descript locations, making it challenging to engage potential retail customers. He believes that the live interactions and external shots provide engagement opportunities that can draw international visitors. This strategy is particularly crucial given the decline in overseas traffic to Las Vegas in 2025. Ontario and the United Kingdom are the two largest markets for “Live from Vegas” content, with Canadian stakeholders taking keen interest despite a dip in approval ratings for the US.
Employees in the studio and surrounding areas are prepared with talking points to engage guests and spark interest. Shrestha shared how they frequently interact with visitors curious about participating, particularly those from markets like the UK.
Domestically, the situation is similar. With the expansion of iGaming slowing, companies like MGM use these opportunities to introduce the discussion of digital gaming in a natural way. Shrestha expressed excitement about engaging with patrons who cannot yet play due to Nevada’s current regulatory stance, suggesting these interactions offer MGM a chance to explore new activation strategies through their loyalty program.
Conversely, Las Vegas Sands recently decided to discontinue its online venture, Sands Digital Services (SDS). The company, historically opposed to iGaming due to the late founder Sheldon Adelson’s views, concluded that the resources needed for SDS did not align with its long-term objectives. Sands President and COO Patrick Dumont communicated to employees that the focus would return to their core land-based operations in Macau and Singapore, regions where real-money iGaming is not legal.
The decision follows Sands’ withdrawal from the New York casino bid, citing concerns over potential iGaming legalisation’s effect on market returns. Their ambitious proposal for a $7.6 billion project at Nassau Coliseum was ultimately set aside.
As operators navigate their omnichannel strategies, suppliers like Aristocrat Gaming are aligning efforts to support their clients’ diverse needs. Aristocrat, a leading game supplier in the US, is investing in its capabilities to ensure it remains a valuable partner in omnichannel initiatives. Primmer stressed the importance of collaboration and flexibility in serving clients’ needs, ensuring they are ready to deliver across channels when the timing is right.
This dual approach in the industry—embracing or retreating from omnichannel—illustrates the varied perspectives on digital expansion. As the market continues to evolve, stakeholders will have to decide which strategy aligns best with their long-term goals.
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