SAME, SAME BUT DIFFERENT
Linda Joannides reporting from the Raving Casino Marketing & Player Host Development Conference, Las Vegas
Although separated by thousands of kilometres, global gaming markets, whether they be in the USA, Canada, South America, the United Kingdom or Australia, all seem to share the same challenges and concerns.
The recent Casino Marketing and Player Host Development Conference, held by Tribal Gaming experts Raving, attracted nearly 400 people to South Point Casino in Las Vegas. It was hands down the most insightful and relevant gaming conference I have ever attended (and I’ve been to quite a few!). Tribal casinos have a lot in common with the club market in Australia as they service a local market (rather than a tourist market like Las Vegas) and they are community based, run by a tribe who put profits back into their community.
Over the next few weeks, I will be sharing some of the information I gathered across the three days of the conference, but first it’s interesting to note the common threads between global gaming markets. The following are some of the survey results from attendees:
What are your biggest concerns in 2022 – what keeps you up at night?
- 38%: Staffing issues – not sure how long they can get by with limited staff & resources
- 37%: Uncertainty of current economic crisis and inflation
- 33%: Pressure to recover lost revenue from last two years/Covid shutdown
Are your revenues so far in 2022:
- 41%: Ahead of last year
- 27%: Below last year
- 14%: Same as last year
What marketing promotions drove the best return on investment in the last 12 months?
- 38%: Direct mail (including mail, email, SMS offers)
- 29%: Grand Prize Draw
- 23%: Invited guest party/event
- 22%: Continuity/gifting program
What are the biggest challenges facing your department in 2022?
- 56%: Lack of staff
- 37%: Competition
- 35%: Lack of offers (amenities, entertainment etc>)
What technologies are you investing in within the next 12 months
- 40%: Host software
- 33%: Data analytics software
- 29%: Promotional Kiosks
Two other significant stats were the fact that 50% of casinos intended spending more on player reinvestment this year compared to previous years and that 49% of casinos have seen an increase in younger players this year – those under 35 years of age.
One area where Australia differs significantly is Player Development which is the Growth, Acquisition & Recovery part of a rewards program. Most Australian rewards programs focus solely on retention, but Player Development is the vital part of any program that drives gaming growth.
I’ll talk more about that in my next article.
You can also learn more about Player Development at the upcoming Gaming Marketing Tips, Tools and Tactics workshop that will be held at Liverpool Catholic Club on Tuesday 24 August. Click here for details.
