Capacity Planning in Marketing
Abstract Capacity planning or capacity management is the process of determining the production needed by an organization to meet changing demands for its products and services. For marketing departments, the key to capacity management is to counterbalance the right number of users and the right performance at peak usage to ensure a great end-user experience. Rather […]
Casino Positioning in Turbulent Times
I have been a marketing consultant to casinos for over two decades. Before undertaking any consulting assignment that involves marketing, I try to make sure that the interventions I am trying to enact are consistent with the casino operator’s existing positioning. I make it a point to ask casino marketing directors and general managers, “What […]
Change Management
Change Management, a resourceful process to improve a properties gross gaming results and a process I am often asked to explore with clients looking to improve bottom line results. So what is Change Management and more importantly by implementing change what are the benefits and will it improve your bottom line results. Before we explore […]
Game Selection Criteria (Part 5)
In the previous installment of this series on game selection criteria, specialty slot machine carousels were discussed as an important component to consider when preparing a well-designed casino floor. With the rapid deployment of bonus-themed games on the casino floor, slot carousels have become a complex product requiring advanced technology to support. As previously mentioned, […]
Casino Player Development Science by Nick Ippolito
In my continued mission to help casino hosts and management to focus on exactly what casino player development means and where the focus should be in this area, I created a fool proof casino player development science. There are, as we all know, many segments to casino player development and casino marketing. Often times I […]
Game Selection Criteria (Part 4)
As the penny denomination continues to increase its market share, we should continue to see a wave of new devices with 25 or more wagering lines boasting payout frequencies in the 90–100 percent range. Why the penny market and not the quarter or higher denominations? This is partly due to customers’ resistance to wagering a […]