Top industry experts at the ASEAN Gaming Summit shared how convergence between online and offline can be tricky, despite the quickly evolving technology that can facilitate it.
Moderated by Chris Rogers – CEO of 113 East Limited, the discussion panel featured Nick Hill – CEO of Premier Chain, and Jonathan Pettemerides – Managing Partner of The Kyprock Group. Together, they unpacked the opportunities and challenges of integrating cutting-edge solutions into a rapidly evolving industry.
Nick Hill, whose company Premier Chain assists businesses in adopting new technologies, opened by emphasizing the theme of convergence. “It’s all about digitizing and bringing tech-savvy companies into the fold,” he said, noting the influx of innovators targeting gambling markets. He highlighted cashless casinos as a prime example of this shift, suggesting that seamless integration is key to protecting players while enhancing experiences.
Hill pointed to three technological pillars for the industry to embrace: blockchain for transparency and accountability, integration layers for compliance and KYC (Know Your Customer) solutions, and player wallets to streamline interactions. However, he acknowledged a lag in adoption, attributing it to regulatory hurdles. “The gaming industry can be ten years behind due to regulations,” he observed, though smaller jurisdictions, like Indian tribal casinos, can pivot faster as self-regulating entities.
Jonathan Pettemerides offered a complementary perspective, drawing from his experience with The Kyprock Group. He reflected on how expectations have shifted, particularly for Indian tribal casinos in the US. “They used to expect a turnkey solution from one supplier, but that doesn’t apply anymore,” he said. Today’s gambling ecosystem, he argued, is inherently disjointed, with no single vendor able to deliver all components seamlessly. “Digital vendors often don’t understand land-based providers,” he added, placing the onus on operators to define their needs clearly.
Pettemerides cited the Rank Group as a case study: managing 130 venues and a digital business, Rank launched the industry’s first single-account solution across 52 properties and online platforms. Initially a multi million dollar technical project that nearly faltered, it succeeded after refocusing on customer feedback via focus groups. The result? Multi-channel customers proved three to four times more profitable than single-channel ones, underscoring the value of integration.
The discussion turned to player protection and responsible gambling, prompted by moderator Chris Rogers’ question: “How does technology play a part in this seamlessly?” Hill responded with enthusiasm for available tools, like Sumsub for KYC, which can monitor player behavior and trigger alerts for sudden changes – detecting issues before they escalate. “It’s about embedding these into your operational platform,” he said, though he noted it ultimately depends on an operator’s risk appetite.
Pettemerides stressed that technology is an enabler, not the starting point. “It begins with data,” he said. “Land-based operators moving online need to invest in quality data – it makes everything possible.” He praised the UK as a leader in this space, albeit with some “over-regulation,” and argued that technology should aim to remove friction for players.
Rogers probed further: “Can the use of technology go too far?” Pettemerides dismissed the concern for now, suggesting the industry is still far from overreach. “It’s pretty clunky out there,” he said. “Not many people do seamless tech right.” Hill echoed the sentiment, pointing to the need for more collaboration between companies. “Gone are the days when one provider could deliver everything,” he said, noting that regulators often lag behind technological advances, leaving operators and tech firms to bridge the gap.
The panel painted the picture of an industry in transition, where seamless technology isn’t just a buzzword – it’s a necessity. From blockchain to data-driven compliance, the tools exist, but their success hinges on collaboration, customer focus, and regulatory agility. As Hill put it, “Give the customer choice,” a mantra that resonated throughout the discussion.
For attendees, the session offered a clear takeaway: technology’s potential is vast, but its execution remains a work in progress—one that demands adaptability from all corners of the gambling world.
