Data integration remains central to omni-channel gaming: Expert
As gaming operators continue to expand across land-based and digital channels, integrating customer experiences across multiple touchpoints remains a key challenge.
Speaking to SiGMA News on the sidelines of SiGMA Asia 2026 in Manila, Jonathan Pettemerides, Founding Partner at KYPROCK Group, said the issue often comes down to how operators manage customer data across their businesses. During the interview, he discussed data integration, customer engagement, regulatory compliance, developments in the Philippines and trends emerging in the United States.
Data silos remain a challenge for multi-channel operators
Asked about the integration of land-based and digital gaming platforms, Pettemerides said many operators have yet to overcome the challenge of connecting their various channels. “It’s a big challenge. Not many people have got that right, in all honesty,” he said.
According to Pettemerides, the biggest obstacle is often fragmented data. “So it usually comes down to data. A lot of organisations, big multi-channel businesses, have data in silos. So the importance of the data lake in the middle, a sort of single source of information, is probably the most important aspect to resolve that cross-channel unified experience to the customer.”
His comments centred on the need for operators to bring information from different channels into a single source, allowing customer activity to be viewed across the wider business.
Single membership accounts over multiple touchpoints
When discussing the technologies that support a unified customer experience, Pettemerides pointed to the value of a single membership account. “It comes down to the technology enablers,” he said.
Drawing on his experience operating multi-channel organisations, he said the focus should be on capturing customer data through a single membership structure rather than concentrating solely on wallet solutions.
“So in my experience, having operated multi-channel organisations in the past, the real value is in a single membership account. So it’s not really about wallets, but it’s about having a single membership account where you can capture the data, irrespective of the customer engagement point.”
Pettemerides noted that customers may engage with operators through mobile, online and retail channels. “So they might come to you through mobile, online, or in a retail casino. As long as you’re gathering that data through a single point, a single source, that’s usually the best investment case.”
Regulation and compliance across jurisdictions
On the subject of regulation, Pettemerides noted that online gaming operates under different regulatory frameworks across jurisdictions.
“Obviously, the regulatory world in online gaming is very, very different per jurisdiction.”
He said operators entering new markets should work with platform providers that have experience in regulated environments and infrastructure that has already been certified and licensed.
“And ultimately, that’s what it comes down to. So to give operators the best chance of success, it’s usually partnering with the right platform provider who has a core infrastructure that has been certified and licensed in state regulated markets that can then be localised in new jurisdictions as they move into new territories.”
He added that compliance remains an important consideration when selecting technology partners. “So the importance of having the right partner and a partner who’s compliant is very, very important.”
PAGCOR’s role in the Philippines’ regulated market
Speaking about the Philippines, Pettemerides referred to the work of the Philippine Amusement and Gaming Corporation (PAGCOR) in overseeing the development of online gaming alongside integrated resort operations. “Delighted to be here in Manila, where PAGCOR have made huge strides in doing things properly, incentivising the integrated resource to move into online in a responsible way.”
He also referred to PAGCOR’s regulation of integrated resorts and multi-channel gaming businesses. Speaking about the local market, Pettemerides said he was passionate about “doing things the right way from an omni-channel, regulatory, regulated environment”.
He added that PAGCOR had made “big strides with regulation of integrated resorts and multi-channel gaming businesses”.
Pettemerides’ comments come as PAGCOR continues to place emphasis on responsible gaming and player protection. Speaking at SiGMA Asia 2026, PAGCOR Chairman and CEO Alejandro H. Tengco said regulators and industry stakeholders have a responsibility to ensure that innovation is accompanied by accountability and social responsibility.
Tengco also highlighted the regulator’s recently launched National Problem Gambling Helpline, which provides support services for individuals and families affected by gambling-related harm.
Pettemerides further noted that the Philippines had become “the first regulated market at a state level in South Asia, Southeast Asia” and said the country’s approach could be of interest to other jurisdictions in the region.
Developments in the United States
Looking at developments beyond Asia, Pettemerides pointed to activity in the United States, where KYPROCK Group is investing in technology-related businesses. He said, “So there’s a lot happening in the market, which is exciting. I’m lucky enough to work internationally, so I see things in different markets.”
He said the pace of iCasino legislation in North America has led to increased activity in adjacent sectors. “So if I just take the US, where we’re active investing in the sort of technology enablers, there’s a lot just because the slow pace of iCasino legislation in North America means that there’s a lot of investment into adjacencies.”
Among the areas attracting attention, he identified prediction markets and sweepstakes. “You’ll see the likes of prediction markets, sweepstakes are booming in America.”
Pettemerides also referred to projects involving central determinant systems and alternative gaming formats. “But actually, there’s some cool little projects going on with central determinant systems, empowering slot games. So you’ll see things like historical horse racing, class two bingo engines driving front end slot experiences.”
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