Insight CASINO CAMPIONE D’ITALIA
the convergence often spoken about in gaming conferences is actually taking place on gaming floors and across Internet connections in Europe.
The shadow cast by the prospect of cannibalisation still remains, but early figures revealed from New Jersey have shown that operators such as Caesars are seeing 80 per cent of online play from un-registered land-based players. Meanwhile, land-based players who played online increased their wagers significantly.
According to Mr. La Torre, the land-based sector is recognising the potential and differentiation that online live casino offers. "It is a different target, it is not about cannibalisation," states Mr. La Torre. "If you consider Campione's target market in the north, how many times can a player from Milan visit the casino in a month? If you live in the south, would you make the trip to Campione at all? If you've never been to a casino before, how do you experience the location
“It is a different target, it is not about cannibalisation. If you consider Campione's target market in the north, how many times can a player from Milan visit the casino in a month? If you live in the south, would you make the trip to Campione at all? If you've never been to a casino before, how do you experience the location without making a journey into the unknown?” Gionata La Torre, Evolution Italy
without making a journey into the unknown? Having the opportunity of playing online and yet at the same time playing 'within' the casino itself means that I can experience this casino for myself online, and I can do this while maintaining the same level of trust and confidence that I have with land-based locations."
If you've never experienced a land-based casino before, exploring its gaming offering online is one step towards making the transition to playing in a live location. Campione is taking this a stage further by creating the same environment, the same dealers both online and within its land- based offer. Tutorials are offered online that allow players to understand the games as they are dealt to provide a totally non-intimidating game, making sure that the player gets the most from the experience and at the same time complying with responsible gaming legislation.
Campione's choice to establish a physical 'online' environment on its gaming floor is not something that smaller locations could replicate easily, but it's certainly a first-mover advantage in a tightly regulated market where the difference from one competitor to the next is slight. As Mr. La Torre points out, in creating Campione's unique offer online, the ability of land-based locations to really project their character, to inform players of the different promotions, player incentives and
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