This study examines the impact of digital transformation on the UK gambling industry, with a focus on how omnichannel strategies are reshaping the different sectors within this industry. As digital transformation becomes an "innovate or die" imperative, organisations face tensions surrounding inclusivity, technological dependence, survival pressures, and regulatory impact. Preliminary findings from semi-structured interviews with industry experts reveal four core tensions: inclusion, innovation vs survival for brick-and-mortar businesses, power shift to technology providers, and regulatory constraints, all of which influencing the industry's shift toward an omnichannel ecosystem. Using thematic analysis and ecosystems theory, this research highlights the high stakes for organisations as they strive to balance customer engagement and value creation across both digital and physical channels. Additionally, this paper explores how these strategies align with broader market and technological trends, emphasising the critical role of digital transformation in ensuring organisational resilience.