Comment GAMEACCOUNT NETWORK
of a percentage point. Simulated Gaming is designed to drive incremental revenue, but to do so without cannibalising the brick and mortar operation. Simulated Gaming is not designed to exist as a siloed social gaming business line apart from the brand of an operator, but to serve as a centralised online loyalty portal, a patron acquisi- tion portal, a marketing platform, and to provide a revenue generating social-style gaming experi- ence.
Mobile gaming revenues for social casinos eclipsed desktop revenues for the first time in his- tory in the third quarter of this year (Eilers Research). GameAccount’s investment into the mobile space has been a fast and furious one; encompassing not just game development but key marketing and media mechanics as well. In the third quarter of this year, we integrated Apple’s iBeacon technology into our SENSE3 mobile plat- form (part of the GameSTACK internet gaming ecosystem).
iBeacon is a messaging system designed to deploy hyper-localized advertisements. The iBeacons themselves are devices about the size of a watch battery, which can be placed in the casino, around the property, or at any location a casino operation wishes to deploy messaging out to a patron. With the integration into SENSE3, each iBeacon (con- taining a unique ID and message functionality) will be able to have a specific message tied to the iBeacon and deployed from GameAccount’s iSight Back Office. Much advanced in comparison to push notifications, iBeacons send full-colour full- screen mobile messages to the patron’s mobile inbox, such as a coupon for the buffet, which the
iBeacon is a messaging system designed to deploy hyper-localised advertisements. The iBeacons themselves are devices about the size of a watch battery, which can be placed in the casino, around the property, or at any location a casino operation wishes to deploy messaging out to a patron. With the integration into SENSE3, each iBeacon (containing a unique ID and message functionality) will be able to have a specific message tied to the iBeacon and deployed from GameAccount’s iSight Back Office. iBeacons send full-color full-screen mobile messages to the patron’s mobile inbox, such as a coupon for the buffet, which the iBeacon deploys when it senses the player (identified through their phone) just drove up to the valet stand.
iBeacon deploys when it senses the player (iden- tified through their phone) just drove up to the valet stand. The intelligent messaging system will enhance Simulated Gaming’s value as a market- ing and media platform for operators; reducing costs of traditional media spend and allowing operators to depart from the inherent inefficien- cies of traditional media targeting.
Shifting to real money gaming, the leadership at
Parx Casino invested in the installation of the GameSTACK internet gaming ecosystem within their facility in anticipation of the passage of real money gaming legislation in the state of Pennsylvania in the near term. Looking east to
New Jersey, there is a clear and significant market share dominance by the two operating parties who solidified their iGaming partnerships years before the market opening of November 26th, 2013. By installing GameSTACK, Parx will have a tested internet gaming ecosystem within their own walls in which they are building up an iGaming focused database today. With the deployment of Simulated Gaming this fall, Parx will build their database well in advance of the launch on real money gaming in state, at signifi- cantly reduced cost of patron acquisition as today there is no competition.
A second response to the question of What busi- ness am I in? is that all operators are in the busi- ness of keeping their business. With patron attri- tion due to over saturation, lack of engagement by younger players (no replacement cycle), and more entertainment choices in the revitalised US economy, senior operational leadership is faced with hard choices and generally speaking flat to declining revenues.
Simulated Gaming’s near nine month commercial history has proven out that players who play online and in the casino with their loyalty card will spend over 17 per cent more in aggregate than players who do not play online. For c-suite lead- ership, 17 per cent is a meaningful, revitalised heartbeat in the business as opposed to a flat-lin- ing operation. The cannibalisation argument is over, and we look forward to seeing Simulated Gaming’s exciting desktop and mobile product offering changes continue to drive material incre- mental revenues to our new operator partners launching this quarter.
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