a drive for innovation, modernisation and relevance for society”Reliability and trustworthiness are still key, but our new identity emphasises that we “want to be part of society and have a more distinct position in the entertainment world. With our knowledge and expertise of not only responsible gaming but also playfulness, we can contribute to society. This year we will roll out a new sponsor domain that builds on these foundations. In the entertainment world we have a wider range of options to compete against to win over our guests; and that is to both keep existing guests and to attract new guests.” The new identity has accelerated Holland Casino’s push to attract a newer and younger group of guests. Mr Goudsmit also emphasised how Holland
Casino has increased its focus on delivering superior guest service: “Every employee at Holland Casino now goes through guest service training. Previously we were focused on streamlining our back-office, on getting our organisation to work efficiently, on using advanced technology to improve our efficiencies, and so on. Now, everything we do is directly related to the guest.”
3. Entertainment Casinos The latest casino undergoing design and format changes is Amsterdam, currently nearing completion of the final Phase III of its upgrade. Scheveningen will begin its upgrade in Q1, 2011. After Scheveningen, the next casino that will introduce the full new entertainment format will likely be Venlo. The details behind Holland Casino’s new entertainment casino format are still being finalized and and not shared publicly yet. However Mr Goudsmit assures us that “there will be lots of entertainment around our gaming offering. We will have a much greater focus on F&B, clubs and lounges, social gaming and theater concepts.” “The changes made to our Rotterdam casino
were already in the works when we announced our plans to change our casinos. The new Rotterdam casino was the first step, with a new design, a more modern look&feel, with an increased focus on food and beverage, and a significantly increased ability to deliver an entertaining experience to our guests,” noted Mr. Goudsmit. “Our casinos are not on the same scale as American ones. Ours are obviously smaller, but this does not limit our ambitions. We don’t want to be similar to the casino’s on the Strip, but we do aspire to provide a full experience of leisure, entertainment, social gaming and interaction in a safe, secure and responsible setting.” The social concept of gaming linked to broader entertainment is very important, drawing on the
6 casino life magazine
‘Homo Ludens’ idea to bring out the playful side of people: “The new Holland Casino wants to offer its many guests an enjoyable afternoon or night out, by providing casino games with all appropriate safeguards. We want to offer our guests a complete night out; so far we have been limited in doing that as we had too much bias towards our gaming offering. But we are changing this focus, and in the process hope to improve the experience our guests have when choosing to visit one of our venues.”
Currently there are about 100 slots – such as
Atronic’s Deal or No Deal Join ’N Play – that offer a social gaming experience where guests can play together. Recently Holland Casino broadened the social gaming experience to table games with the introduction of Rocket 7, a variant of Craps.
4. Customer Experiences The biggest programme to improve the customer experience is the TITO (Ticket In Ticket Out) project, which started January 2011. “We tested smart cards at Eindhoven casino over the last two and a half years. TITO will facilitate our guests’ movement through our casinos, making it easier and quicker for our guests to move from, say, a slot to one of our food outlets. They can self-serve at the slot with TITO, cash out, and use that ticket to go and get other things without having to wait at a machine. We are using TITO to give our guests the freedom to control how they spend their time once in our venues,” stated Mr Goudsmit. And with an ever increasing non-gaming offering available as more venues become ‘entertainment casinos’ there will be more non-gaming facilities for customers to chose from.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52