Scaling iGaming support: Why omnichannel is the core of 2026 CX

The cost of fragmentation in iGaming customer support

Historically, this has been a pain point. As a 2025 industry commentary noted:

When achievements, rewards, or even game availability fail to carry over from one channel to another, players feel the friction immediately. This fragmentation is inconvenient, and it erodes loyalty. A player might wonder:

• Why don’t my VIP status or loyalty points from a brick-and-mortar casino count on the app?

• Why isn’t a bet I placed in a shop visible in my online account history?

Every one of those disconnects is an annoyance that can chip away at engagement.

360-degree view: Driving iGaming engagement

The solution gaining traction to drive customer engagement in iGaming is a holistic, 360-degree view of the player. Forward-thinking operators are investing in platforms and CRM systems that recognise a customer as a single human being across all touchpoints.

• Recognition: If I bet on sports via my phone app and then walk into a betting shop, the system knows my preferences and history.
• Consistency: If I enjoy a slots game on the website, I’ll find that same game and my progress or balance when I open my mobile app or visit an affiliated land-based casino.

More than ever, players demand the freedom to engage on their own terms, without losing continuity. Ebling also warns that discontinuity causes engagement to drop and makes players feel like their time isn’t valued. On the flip side, if you can stitch together a unified player journey, you develop a more profound sense of value and attachment.

Breaking down silos: Scaling iGaming operations

For operators scaling iGaming operations, going omnichannel often means breaking down internal silos to provide more consistent gambling customer service. In the past, the retail casino division, the online sportsbook, and the poker app might all run on separate systems. Now, there’s a drive to integrate these systems, often leveraging iGaming customer support AI to connect them via a central data layer.

Key pillars of integration:

• Loyalty and rewards: Points earned in one channel (e.g., in-person bets) can be redeemed in another (e.g., an online tournament). This encourages cross-play and gives players a tangible sense that it’s one ecosystem.
• Unified accounts and wallets: Ideally, a player should have a single login and a single wallet balance. We see this in some Nordic operators using BankID or MitID, where a customer’s ID lets them access any product and manage funds from a single place.
• UI/UX consistency: The Zendesk SBC report highlighted that players crave consistency in language and processes. It’s disturbing if the mobile app is slick but the in-shop terminals feel clunky, or if the tone of iGaming customer support differs between live chat and in-person staff.

Cross-channel launches: Boosting iGaming retention

A real-world example of omnichannel success is the concept of “cross-channel game launches.” In 2025, AGS launched a new slot title simultaneously on casino floor machines and in online casinos. Players who enjoyed the game in a Las Vegas resort could continue playing the same game on their phones when they got home, with a linked experience.

The results of this unified approach speak for themselves:

• Higher engagement

• Longer sessions

• Improved lifetime value (LTV)

Such initiatives show respect for player preferences by meeting them where they want to play, without forcing them to start from scratch on each platform.

The business case for omnichannel, and its impact on online gaming customer retention, is ultimately about long-term growth – it turns one-time transactions into ongoing relationships. It removes the mental distinction of “online vs offline” for the customer, it’s just one continuous journey.

Strategic takeaways for iGaming support leaders

Embracing omnichannel thinking means mapping the player journey end to end. Every handoff or switch in context (device, location, or channel) should be as smooth as possible.

The goal is for the player to notice that they barely changed channels. When done right, omnichannel strategies can pay dividends for iGaming player retention: a cohesive experience fosters trust and makes it harder for competitors to lure players away. If your progress, status, and preferences persist everywhere, switching to a platform where you’d have to start over is simply less appealing.

Ready to make CX and ES your winning hand?

If you’re looking to strengthen player retention, reduce churn, and build lasting trust in a crowded market, Zendesk can help. We partner with some of the world’s leading gambling & betting brands to design CX strategies that don’t just support players – they delight them.

👉 Get in touch today to discover how Zendesk can make CX the strongest card in your deck.
👉 Also, explore our latest “CX Strategy Guide for iGaming & Betting.”

Sources:

• “iGaming & Betting Industry Report: SBC Summit 2025,” Zendesk Report
• “All bets on AI: Scaling iGaming customer support” (Vincent Lhuillier, Nov 18, 2025), Zendesk Blog
• “Customer experience: the hidden ace in iGaming & Betting” (Jasita Lalloo, Oct 29, 2025), Zendesk Blog
• “Agentic AI Will Autonomously Resolve 80% of Customer Service Issues by 2029” (March 5, 2025), Gartner Press Release
• “Why Instant Payouts Are a Game-Changer for iGaming” (2025), AptPay Insights
• “Open Banking for iGaming: Deposits, Payouts & KYC” (2025), Finexer Blog
• “Why Gambling in Sweden Is So Much Faster” (Nov 11, 2025), SCCG Management
• “Breaking down barriers: The business case for omnichannel gaming” (June 6, 2025), AGS Interview in iGaming Business
• “Anti-Fraud Compliance and UX in iGaming: Getting the Balance Right in 2025,” Sumsub Report