HARRAH’S INTERACTIVE Focus


unique proposition - not another MeToo prospect.”


The major advantages of being a land- based operator entering the online gaming market for the first time are the brands and assets, after all, this is a very competitive market. “Our goal is to bring the fantasy and dream of Vegas to the player,” states Mr. Garber. “We can attract players by realising that realm of pure fantasy by re-creating Vegas in an online space. What we must do, however, is communicate that to the player. Today, if you’re not online, not dealing in social networks, you're not connecting with your customer.


“Without integration into social networks, how do you communicate with the next generation of players? These guys don’t understand letters or stamps. This is a generation that is communicating online - all the time. And that’s not with their junket representative,” continued Mr. Garber. “If we want to talk to this customer, we have to go to them - they’re not about to come to us. We are targeting players who understand social networking, they communicate with smartphones and see no barriers to playing online - but at the


“Without integration into social networks, howdo you


communicatewith


the next generation of players? These guys don’t


understand letters or stamps. This is a generation that is communicating


online - all the time. And that’s notwith their junket


representative.” Mitch Garber, CEOHarrah’s Interactive.


same time they also understand the importance of brands such as Caesars.”


New regulatory environments are enabling land-based operators to enter new markets, taking existing and new customers into much a more advanced and personal relationship. “We can communicate with customers on a regular basis, chat online in social network contests, offer promotions on mobile apps on the iPhone,” says Mr. Garber. “It’s a totally different environment with very direct level of communication.”


The offline casino environment is moving much faster towards the integration of not just online gaming, but online means of communication. As Mr. Garber points out, 10 years ago making an online booking for a hotel or airline was a novelty. Today, it is mandatory - everything is done online. Gary Loveman is the technologically minded Chairman of Harrah's. He is responsible for leading the offline gaming giant that is Harrah's Entertainment Group into the online gaming sector. Harrah’s has dabbled in the play-for-fun sectors for many years, but this is the first time that the company has jumped with two feet into a pay-to-


G3i I ISSUE 2 I PAGE 21


play offering. It’s a comprehensive bingo, casino games and poker range, but nothing so technologically dazzling that the company had to wait almost a decade to exploit the online sector...


“We take regulatory responsibility very seriously,” explains Mr. Garber of Harrah’s belated entry to the online gaming sector. “We may be arriving late for one party, but we are early for the next. We have had to consider carefully our stance to real-money gaming in relation to our licensing position. As such, we have taken a somewhat conservative approach in the past. However, in the UK, France and Italy, we feel comfortable with the licensing structure and the potential for strong market growth. France has shown an appetite for poker in the past and we are optimistic in regards to the new regulatory regime. The UK is crowded and mature, while Italy is initially performing extremely well.”


With the US now making noises to change its stance on online gaming, and with more and more markets in Europe regulating and licensing the sector, Harrah’s has joined the party at a pivotal moment in time.


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