## Untapped Potential
Itsi k Akiva suggests that US gaming establishments have not fully utilized the possibilities of multi-channel synergy. The regulated land-based gaming sector is flourishing, with more than 1,500 casinos spread across over 40 states. Real-money online wagering is viewed as a natural progression for land-based brands, in addition to their physical casino and lodging services. However, only a trio of states have made real-money online wagering legal, and while other states are often mentioned as potential candidates for regulation, there are no firm schedules or concrete plans to rely on.
Consequently, casinos are keen on utilizing existing offerings, mainly social games and daily fantasy sports, to establish an online footprint. These products can often be readily integrated through straightforward collaborations with prominent casino technology vendors or partnerships with game developers.
The aims and approaches of operators regarding online gaming expansion may vary: generating revenue through digital purchases, directing customers back to physical locations, enhancing brand interaction, or simply creating a database for regulatory compliance.
Traditional land-based operators have shown a marked increase in embracing social casino games in recent times.
There are two primary categories of businesses vying for dominance in the internet gambling sector. The first group, which includes companies like Caesars Interactive Entertainment (CIE) and Churchill Downs Interactive (who acquired Big Fish), is focused on establishing massive social gaming conglomerates. They are rapidly acquiring existing game developers and studios, aiming to corner the market. However, the challenge lies in the fact that numerous other players are pursuing the same objective, making it an incredibly costly and fiercely competitive arena.
The second category holds greater appeal for the typical American casino. These establishments utilize online games as a means to attract customers, with the ultimate goal of directing them towards their physical casinos. This approach is more strategic, and many of these casinos are already collaborating with technology firms to implement it.
The underlying concept is straightforward: to craft a personalized experience that is so exceptional and integrated – regardless of whether someone is playing on their mobile device, computer, or in person – that they never desire to leave. Behind the scenes, these companies are amassing vast amounts of data on player behavior, encompassing their game preferences, playing styles, and overall likes and dislikes. The objective is to gain a deeper understanding of their players than they have of themselves.
The realm of wagering is abuzz with the merging of virtual and tangible encounters, frequently termed “the nexus.” This fusion, when executed effectively, empowers us to convert raw information into impactful, context-sensitive promotional tactics that genuinely connect with patrons and sway their actions. Envision it as a customer-first methodology where proprietors can interact with their clientele seamlessly across any platform, be it a lodging stay, a trip to the gaming floor, or a session on their digital interface. Every point of contact becomes a chance to provide a customized and unforgettable encounter.
Although the technology is mature, and we observe a growing number of proprietors offering some type of internet-based gaming, it appears many are neglecting the true power of this convergence. Frequently, casinos present online games through their web portals or mobile applications but fail to link these digital encounters with their current loyalty schemes. It’s as if they’re overlooking a significant prospect to craft a unified brand encounter. Moreover, even when this integration is present, many proprietors don’t fully utilize the wealth of data they accumulate from online engagements. This information is invaluable, not solely for promotion, but for comprehending their clientele on a deeper level and customizing encounters to individual proclivities.
Occasionally, linking virtual and brick-and-mortar casinos is perceived as merely a technological hurdle. Undoubtedly, technology can be complex, but considering the advancements and the numerous online game developers collaborating with casinos, I believe the true obstacle lies deeper. Similar to any novel instrument, it’s not solely about possession, but rather how effectively it’s utilized by individuals and the establishment.
It’s comprehensible why certain casinos regard their digital platform as an independent entity. They might simply be concentrating on generating rapid revenue from internet gambling without contemplating the broader context. However, if the objective is to genuinely merge the online and offline encounter, it necessitates going beyond simply linking the technology.
Envision your online loyalty rewards seamlessly converting into tangible benefits at the physical casino. Imagine arriving at a hotel for the initial time, and the receptionist instantly recognizes you as a high-ranking online player. Or consider a staff member observing you haven’t sampled the online games and assisting you in downloading the application right then and there. That’s the type of integration that cultivates a truly interconnected experience.
Firms effectively blending their physical and digital presences are experiencing a massive increase in internet earnings – we’re discussing millions, occasionally tens of millions of dollars each year. Furthermore, it’s not solely online; they’re also witnessing increased physical visits and expenditures in their brick-and-mortar locations. It’s mutually beneficial, yes? So why isn’t everyone adopting this approach?
One might assume this is the inaugural instance of integrating online wagering into the casino environment, but this type of fusion has occurred previously. Consider the former operations of hotels – they possessed minimal knowledge regarding guest spending on gaming, spa services, dining, or entertainment. However, technology revolutionized the situation, linking all those data points to provide a comprehensive understanding of customer actions. Currently, that information empowers more intelligent marketing and customer relationship management. Honestly, incorporating data from internet gambling into a casino’s CRM should be even less complex than in other sectors, resulting in highly precise and applicable insights.
If technology isn’t the primary obstacle to a genuinely unified strategy, then what is? The solution might reside within the companies themselves. Examine the organizational framework of numerous casino operators, and you’ll frequently discover a distinct department allocated to online activities.
Although delegating daily tasks to seasoned and committed staff is logical, these divisions shouldn’t function independently. Their efforts must align completely with the overarching aims and plans of the hotel and casino. Consider it this way: every employee should grasp how digital services operate and impact profitability. This understanding allows them to effectively convey their value to patrons and guarantee a smooth, unified experience.
Numerous casino proprietors depend on external assistance for customer acquisition, online advertising, and managing client interactions. However, these contractors frequently lack proficiency in the realm of internet-based and social gaming. Consequently, they bring in yet another agency specializing in online gaming, leading to two distinct groups tackling different facets of the same objective.
This unification shouldn’t be confined within the marketing department. Similar to expecting a concierge or front desk representative to possess comprehensive knowledge about the casino, spa, dining, entertainment, and other amenities, they should also be well-informed about the online gaming offerings. They should be prepared to provide at least a fundamental level of assistance and details to inquisitive guests.
This represents a prime chance for physical casinos. Utilizing a solitary digital marketing system to advertise both their tangible and internet-based offerings allows them to amass a wealth of information. This information can then be converted into practical knowledge, exposing what motivates their clientele. Simultaneously, casinos can exploit potential collaborations and optimize their marketing expenditures, maximizing their return on investment.
Envision this: by integrating data from their player acquisition systems and their lodging CRM, casinos can bid farewell to data fragmentation. This comprehensive perspective of the customer enables them to construct remarkably precise customer portraits based on conduct across all interactions, be it within the casino, online, or even at the hotel lounge.
Equipped with this understanding, casinos can then employ online and mobile promotions to deliver tailored communications and deals to these same patrons. They can even access external data to pinpoint and attract new high-worth players who mirror their current VIPs.
In essence, to genuinely profit from the online gaming surge and cultivate a fluid and captivating experience for their patrons, casino leadership must acknowledge the potential within their grasp. This entails adopting a robust and cohesive approach that guarantees everyone within the establishment is aligned and actively endorsing their digital products.
Effectively merging suitable tech solutions, consolidating your information, and utilizing knowledge from all your business segments is a solid beginning. However, it must be propelled by leadership dedication to adopt a digitally focused approach. This could involve reorganizing to include new sectors across all client-facing teams, offering education, and guaranteeing personnel are well-versed in digital offerings so they feel confident advocating for them.
Itsik Akiva possesses extensive iGaming expertise and established the Boston-based Headway Consulting (www.headwayconsulting.net). His firm designs and executes marketing and product approaches and provides educational courses for both real-money and social gaming enterprises. He has accumulated over a decade of experience within the online gaming sector and frequently presents at industry gatherings.