The 5Es of Great Customer Experience in Gaming
Several casino companies are now making considerable investments in trying to understand and orchestrate the experience they provide to guests. Based on early feedback, the results have been varied across properties. Specifically, those casino operators who understand their customers and make active inflections along the customer journey based on customer feedback are far more likely […]
The Casino Marketing Planning Process
THE GOALS OF CASINO MARKETING The goal of business is to generate profits1. To the task of achieving profit goals, the casino resort applies a multi-disciplinary approach including such disciplines as Human Resources, Accounting/Finance, Operations and Marketing. The objective of the marketing discipline is to create demand for the business utilizing two primary approaches: Product […]
Personalization the artificial intelligence way
“AI is one of the most important things humanity is working on. It is more profound than, I dunno, electricity or fire.” Sundar Pichai, CEO, Google We seem to be living in the age of AI. Everywhere you look, companies are touting their most recent AI, machine learning (ML), and deep learning breakthroughs, even when […]
When is a High Roller Actually High Risk?
INTRODUCTION There are almost 600 casinos in the United States and several thousand around the world. Every one of them probably has a different interpretation of what a high roller is. It is an interesting and controversial subject that is all relative to each casinos VCL. VCL is one of the many variable factors that […]
Un certain regard
Why have your operation audited by independent experts? “An operational audit is an examination of the manner in which an organization conducts business, with the objective of pointing out improvements that will increase its efficiency and effectiveness.” And there are various manners in which business can be conducted. They can all be equally effective and […]
Casino Junkets – Part Art, Part Science and Part Voodoo
Casino junkets are a very interesting subject. Casino junkets, junket reps and independent reps who organize individual ‘splinter junkets’ exist all around the world today. Splinter junkets or “splinters” is a slang casino term for individual players as opposed to a large group of players. There are approximately 2,500 – 3,000 legitimate licensed casino operations […]