Hello! I’m John, and for nearly two decades I’ve worked across both retail and online environments within what we broadly call the gambling industry. No matter the role, one theme has always defined my work: customer experience (CX).

This is the first article in a series where we’ll explore how CX has transformed, the trends that shaped it, and what the future may look like.

And a quick note before we begin: I won’t be talking about AI in this chapter. 😊

The Early 2000s: Digitalization Arrives

In the early 2000s, a single buzzword began to reshape every sector: digitalization. The widespread adoption of desktop computers, faster processors, and the arrival of early mobile phones opened the door to new digital opportunities.

Two emerging trends defined that decade:

• the transition to online customer accounts, and
• the first steps of mobile browsing.

These shifts signaled that gambling would soon expand far beyond the walls of retail shops. But despite this momentum, the digital transformation of retail wasn’t straightforward.

Why Retail Struggled to Digitalize

Retail operators experimented with modern betting terminals and interactive touch-kiosks meant to replace traditional paper slips. Yet many of these ideas remained niche.

Part of this was customer behavior—players were deeply attached to familiar, long-standing routines. But it wasn’t the only reason. Technology at the time was often costly, less intuitive, and not mature enough to be a natural fit for busy retail environments.

Organisations faced operational challenges too: training staff, redesigning processes, updating legacy infrastructure, and dealing with regulatory constraints.

Meanwhile, online platforms accelerated faster than retail could adapt. Investment naturally followed.

A broader industry pattern reflects this gap: while only about 30% of sports-related companies adopted personalization technology, more than 90% of general retail companies did (Morgan Stanley Research, 2025). Traditional sectors often move slower—and gambling retail was no exception.

The Shift Toward Online CX

As digitalization advanced, the customer journey shifted from face-to-face interactions to screen-based experiences on desktop and, later, mobile devices. The personal connection with retail agents gave way to interfaces filled with information, tools, and infinite possibilities.

And here’s where the scale of the shift really stands out:

Between 2008 and 2024, online gambling didn’t just grow—it surged by ~275% (Grand View Research, 2024).

From 2024 to the projected 2030 market, it’s expected to rise by another ~94% (Grand View Research, 2024).

In less than two decades, online channels didn’t simply grow—they redefined the entire landscape.

What Comes Next

So, what does the future of CX in gambling look like?

In the next article, we’ll explore not just virtual reality, but also the rise of hyper-personalized experiences, the regulatory shifts shaping CX, and whether a new phygital customer journey can reconnect online and retail in meaningful ways.

Stay tuned—the journey has just begun!