Comment GAMEACCOUNT NETWORK
What business am I in?
With the introduction of regulated iGaming in the US market place just before G2E 2013, and the continued explosion of social gaming, Dana Takrudtong, GameAccount Network's VP Sales - The Americas, puts forward the case that G2E 2014 left operators asking, seriously, where their operation fits into the dynamic and changing gaming story
'With the close of another G2E, a plethora of choices lay in front of operators. However the decisions around the direction of a casino opera- tion in 2015 are not just about the terrestrial, but about the competition for the overarching avail- able time and wallet share of each customer that walks on the floor.
Surprisingly many operators still feel the world of the web is not a world in which they believe their casino operation participates in today.
The elephant in the room is the question of how that philosophy is still possible when the top grossing social casinos - just the three owned by suppliers - brought in $122.6 million last quarter (Eilers Research; Adam Krejcik).
When the question of What business am I in? is defined by entertainment of your customers, it’s easier to view the online space as a platform to that end.
How are players reminded that your casino is a community with likeminded players? Facebook.
How do your players know what’s happening in that community? Your website.
How do you drive your players to spend time on 2 8
“For social entities, the goal is to drive vast player sign ups to an
online casino and games owned by the same publisher, then
push the needle of monetisation even if only by tenths of a
percentage point. Simulated Gaming is designed to drive
incremental revenue, but to do so without cannibalising the brick and mortar operation.”
your website to see your offers and think of your brand instead of the casino down the street? Offer social gaming.
For operators who’ve accepted that the result of non-participation on the web is arrested develop- ment, the new question becomes how do I move online. GameAccount has solved the question of how for several large operations and will be bringing their solutions to life this quarter thanks to the strong performance of our Simulated
Gaming monetized social casino customers and regulated gaming presence in New Jersey in the time between G2E 2013 and G2E 2014.
The 12 months between G2E 2013 and G2E 2014 were a tremendous period of change for GameAccount.
GameAccount was a little known entity in the North American marketplace in 2013 with only our President and myself officially staffed out of our Henderson, Nevada North American head- quarters. GameAccount came into G2E 2014 with a highly experienced VP of Product and Services and a tenured systems manager joining as our Director of Western sales. GameAccount’s Simulated Gaming customer list grew to include Foxwoods Resort and Casino (Connecticut), Osage Casinos (Oklahoma), Empire City Casino (NewYork), Parx Casino (Pennsylvania), and a multi-operator group in the Midwest.
Both Foxwoods Resort and Casino and Empire City Casino launched GameAccount’s proprietary Simulated Gaming offering, and the monetised social casinos have performed far beyond the expectations of the operators, and candidly, those of our team as well. Without the sheer volume of patrons inherent on
facebook.com, would an operator’s own .com generated material revenue and drive engagement over an extended period of time? Yes,… and then some.
For social gaming entities, the business goal is to drive vast player sign ups to an online casino and games owned by the same publisher, then push the needle of monetisation even if only by tenths
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