The Omnichannel Approach: Building a Unified Player Experience Online and Offline

At this year’s SBC Summit, one theme kept resurfacing across panels and private conversations alike: the push toward omnichannel experiences. With players moving fluidly between retail, desktop, and mobile, operators are under pressure to deliver consistency across every touchpoint. Omnichannel is becoming a new standard for competitiveness in regulated markets instead of a point at the end of “our benefits” list.

For Atlaslive, this aligns with what the company has observed across Latin America and beyond. When looking for omnichannel solutions, operators don’t expect duplicated services but a single ecosystem where online and offline environments work as one. 

The ability to unify iGaming solutions is convenient, yes. But it’s also quickly becoming the foundation of loyalty and sustainable growth.

From Duplication to Integration

For many operators, the first step toward omnichannel has been duplicating what they already offer online in a retail setting—or vice versa. But this approach often results in fragmented systems, disconnected wallets, and player journeys that feel anything but seamless.

The real strength of omnichannel lies in integration. Players should be able to use a single account, a single wallet, and a single identity across every touchpoint. That way, whether they log in on mobile, play on desktop, or visit a retail location, the experience feels consistent and unified.

As Anton Pivala, Head of Product Operations at Atlaslive, emphasizes: “The challenge isn’t building multiple systems. It’s about connecting everything into one ecosystem, so operators gain a complete view of their players while customers enjoy a smooth journey with no friction between channels.”

What Challenges Do Operators Face?

While the advantages of omnichannel are clear, putting it into practice isn’t simple. Many operators still rely on legacy systems that were never designed to talk to each other. The result is fragmented data, duplicated processes, and frustrated players. Key challenges include:

• System compatibility – legacy retail and online systems often don’t connect. A unified platform architecture eliminates the need for multiple backends.
• Real-time synchronization – without instant updates, balances and event statuses fall out of sync. Advanced platforms ensure data flows seamlessly across all channels.
• Disconnected wallets – players expect one balance across retail and online. A strong platform provides a unified wallet and account system.
• Regulatory complexity – compliance demands vary by jurisdiction. Platforms with built-in KYC, AML, and safer gambling tools help operators stay aligned everywhere they operate.
• Fraud and risk monitoring – fragmented setups create blind spots. Centralized risk management and cashier controls close those gaps.
• Identity and data protection – linking retail and online requires secure handling of player identities. Unified KYC and privacy safeguards keep information consistent and compliant.
• User experience consistency – players want the same odds, themes, and navigation across environments. Platforms with customizable interfaces deliver brand continuity.
• Loyalty and rewards – disconnected systems make promotions inconsistent. Integrated CRM and bonus engines extend loyalty programs across retail and digital.

These obstacles show that omnichannel isn’t just about expanding services. It’s about breaking down silos and ensuring every element, from payments to player profiles, works as part of one connected ecosystem.

Atlaslive’s Approach to Omnichannel

At Atlaslive, omnichannel isn’t about running parallel systems—it’s about creating one architecture that supports every environment, including retail, without duplication. This unified design gives operators full visibility, while players enjoy a consistent experience across mobile, desktop, and land-based betting shops.

Retail Capabilities

Atlaslive’s retail solution is built for operators with physical betting points, where our proprietary software powers their existing machines. Key features include:

• Clear management hierarchy – from central office to branches, betting shops, and cashier desks, operators can monitor and control every level.
• Customizable limits and controls – minimum stakes, cashier-specific settings, and emergency shutoffs can be configured instantly.
• Transaction transparency – full betting history, potential winnings, and cashier actions are tracked in real time, with strict risk and fraud controls.
• Player-friendly experience – live event monitors with customizable styles, languages, light/dark modes, and automatic scrolling displays, similar to airport boards. Players simply reference the event ID at the cashier to place their bets and receive a printed ticket.
• Cashier application – supports deposits, withdrawals, and bet placement, with manual approval options for suspicious activity to strengthen fraud prevention.
• Flexible rollout – existing clients can go live almost immediately, while new projects typically take four weeks, depending mainly on hardware setup like cash desks and printers.

While retail operations involve physical cash handling, Atlaslive provides the digital backbone: real-time transaction tracking, risk management, and full integration into the operator’s ecosystem. By combining retail with online sportsbooks, operators benefit from a single environment instead of siloed systems.

For operators, this means they can manage retail and online channels within one platform, maintaining consistency in compliance, payments, and player experience. For players, it means familiarity, trust, and the convenience of moving seamlessly between betting shop and mobile app.

The Payoff: Data, Personalization, and Loyalty

The real value of omnichannel emerges when retail and online environments are connected. Instead of operating in silos, operators gain a holistic view of how players deposit, wager, and interact across every touchpoint.

“This perspective enables smarter decisions. With combined insights from both channels, operators can adapt offerings more effectively, strengthen compliance, and identify new trends as they appear. It also supports meaningful personalization, allowing bonuses and promotions to reflect each player’s preferred journey—at home, on mobile, or in a shop.”
—Anton Pivala, Head of Product Operations at Atlaslive

Consistency across channels builds trust and, in turn, long-term loyalty. When players see the same balance, account, and experience wherever they play, they are more likely to return. For Atlaslive, this is where omnichannel shifts from being a buzzword to becoming a growth strategy that sustains engagement.

Conclusion: Omnichannel as the Future Standard

Omnichannel is becoming the baseline expectation for competitive iGaming. Players want freedom of choice without friction, whether they place a bet in a shop, check odds on mobile, or log in from home.

For operators, the challenge is clear: integrate, don’t duplicate. Building a unified ecosystem that connects retail and digital environments delivers consistency, trust, and insight. With Atlaslive’s platform, operators gain the flexibility to grow in regulated markets while offering players a journey that feels effortless at every touchpoint.

The future of iGaming in Latin America and beyond will belong to those who treat omnichannel not as a side feature but as a core strategy for loyalty and sustainable growth.

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This document is provided to you for your information and discussion only. This document was based on public sources of information and was created by the Atlaslive team for marketing usage. It is not a solicitation or an offer to buy or sell any gambling-related product. Nothing in this document constitutes legal or business development advice. This document has been prepared from sources Atlaslive believes to be reliable, but we do not guarantee its accuracy or completeness and do not accept liability for any loss arising from its use. Atlaslive reserves the right to remedy any errors that may be present in this document.