Eureka! Institutional Repository

Challenges and opportunities offered by today's Internet technology are unique for e-gambling companies, promising the recovery of their value by the transmission of land-based to online casinos. The development of an integrated marketing strategy, defining marketing decisions regarding the brand name, the online games portfolio, the customer service, the customer relationship management and the payment /security options in compliance to the institutional environment of the Internet, is considered as very important for the successful implementation of online casinos. The aim of this paper is to examine the challenges and limitations of e-gambling, especially of online casinos, worldwide and in Greece, exploring the present situation, the emerging trends, as well as the legislation and the implementation options. Based on the literature review, an interview- questionnaire has been developed and sent by e-mail to experts/ executives of the Casino Industry, in order to examine their perceptions and attitudes towards the implementation of e-gambling. The analysis of the experts’ survey aids in reaching valuable conclusions that will help the business community attain in depth knowledge of how an offline Casino will go online. Finally, a roadmap is proposed to support the implementation of egambling in Greece, and potential trends regarding online casinos are summarized based on the analysis of the data provided.