At the Global Gaming Expo (G2E), industry leaders explored how casinos and game developers can bring excitement to new game launches across both online and land-based channels. During the session “Strategic Approaches to Omnichannel Game Launches,” Ricardo Cornejo Rivas, Vice President of Online Gaming at Caesars, compared the buzz of launching a new game to the release of a Taylor Swift album — an event that draws massive attention from fans.

“We’re learning from that kind of anticipation,” Rivas said. “We want players to look forward to our next big release — to feel like it’s an event worth coming to our properties for.”

Moderated by Erika Goldstein, Director of Gaming at Galaxy Gaming, the panel discussed how omnichannel strategies continue to evolve, emphasizing the importance of creating seamless player experiences across physical and digital environments.

Rivas highlighted that the foundation of a casino experience remains deeply social: “People go to casinos not just to play, but to interact. That’s the core we need to replicate online.”

Steven Collett, Chief Product Officer at Inspired, echoed that sentiment, adding that coordinated strategies across channels are crucial for maximizing engagement. “Launching games online first gives companies a chance to identify high-performing titles before they hit retail casinos,” Collett said. “It’s a smarter way to invest and ensure success.”

The panelists agreed that synchronized marketing across online and offline platforms amplifies awareness and improves game performance. Omnichannel releases allow operators to connect digital and physical audiences through consistent branding, cross-platform promotions, and unified loyalty programs.

By leveraging data from both channels, operators can personalize rewards, tailor promotions, and better understand player preferences. The result is a more cohesive experience that keeps players engaged, whether they’re spinning online or at a casino floor.