Playing for Time?
Lucien Wijsman looks at the differences between Gamblers and TOD players
At the other end of the restaurants-spectrum we find the fast-food restaurants. Key words for those types of locations are convenience, speed of services and affordability.
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t is said that the urge for risk- taking is part of human nature, like the urge for food. Be that true or not, I find it interesting to compare these two urges.
Comparing the parameters of places where one can eat with parameters of places where one can gamble, there are amazing similarities and possibly we can learn something for the comparison too. Restaurants come in different styles and formats; there are high end restaurants where the quality of food and beverages and other services complement each other. Visitors to these venues are willing to dress up, spend time on travelling and pay for the quality of the view and atmosphere in addition to the food and beverage services offered. Live entertainment creates value in these types of restaurants, as does the quality of the lighting, the uniforms, the decoration and many other non food and beverages related services.
In Casinoland we have Integrated Casino Resorts at one end of the land based casino spectrum and Slot Halls on the other end. One is not better than the other; they just aim to fulfill different visitor expectations. The analogy with the restaurant example is that a Michelin star restaurant is not better than a Hamburger Restaurant, they just attract visitors with different expectations. What makes a Michelin Star Restaurant or a Hamburger Restaurant excellent is their ability to fulfill the expectations of the visitors that walk through their doors. It goes without saying that understanding the expectations of the visitors is a key factor in being able to fulfill the expectations. If you don´t know what it is your customers want, how can you ever meet (and occasionally exceed) their expectations?
In one of my previous articles I have introduced different groups of Casino Visitor Profiles; Casino visitors grouped together based on their expectations when visiting a casino or Slot Hall. I than defined: The Non Player, The Fun Player, The Time on Device Player and The Gambler.
Each of these groups of casino visitors has a specific set of expectations. Understanding these expectations and subsequently creating a product and services offering that fulfills the expectations of one or more of the casino visitor groups is the basis for a successful operation. Communication of product and services offerings to the specific casino visitor groups is an important element in
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