International VIP Play: A Business Few Casinos Really Understand
Bombay’s retrenchment in Tallinn has value for one reason only: it exposes a mistake the industry keeps making. The public facts are serious enough. The group is cutting more than half its staff, and management has admitted that daily table games and parts of the gaming operation were not economically justified. Once a casino starts […]
Digital Is Not Marketing: The Structural Mistake Casinos Keep Making
Over the last ten years, I’ve observed numerous land-based casino operators attempt to transition into the digital space, and many have encountered significant challenges. It’s not that their products are flawed. It’s not that there’s a lack of market potential. It’s not that customers are uninterested in engaging. The challenges they face are rooted in […]
When a Casino Moves from Good to Excellent
Most casinos that have been operating for a few years settle into a rhythm that feels solid. The numbers are respectable, the staff know what they are doing, the regulators are satisfied, and ownership is not calling every week. From the outside there is little to criticize. The building runs, the payroll is paid, the […]
What Actually Gets Lost Between Shifts
One of the quickest ways to understand how a casino is actually run is to watch a shift handover. Not the formal briefing with printed reports and polite summaries.The few minutes before and after that, when supervisors exchange what really happened.Who played. What went wrong. What was adjusted. What still needs attention. In some properties, […]
The Automation of Marketing
Abstract Today, the average campaign response rate is less than 1 percent and with the emergence of artificial intelligence (AI), traditional marketing is wading into troubled waters because the waves of strategic campaigns, the retargeting, the real-time media buying, and personalized emailing are not moving the marketing needle as they used to. The robotization of […]
Marketing Imperatives for 2022 and Beyond
2021 was an exciting and turbulent year for businesses and the gaming industry was no exception. With multiple closures of casinos, inhumane layoffs, and then the Great Resignation, the agility of casino management has been sorely tested. Online gaming revenues, particularly in markets such as the United States, have increased manifold in the last twelve […]