the success of a casino. Be clear about what it is visitors can expect when they visit your location and focus on the casino visitor groups who´s expectations you can fulfill.
It is my belief that one of the biggest mistakes operators can make is to assume that all visitor profiles will visit their location; regardless the products and services that are offered inside that location.
Advertisement creates expectation (or at least that´s the aim of good advertisement); as a result good advertisement will attract those visitors who identify with the expectation that has been communicated by the advertisement to a gaming location. If the gaming location does not deliver on the expectation the advertisement created, first time visitors (lured by the advertisement) will be disappointed and will not visit the gaming location again. In most European countries more than 90% of first time casino visitors is disappointed during their first casino visit. Reason for this; many gaming locations over-promise and under-deliver. Would they under-promise and over-deliver, the statistics would look completely different. Calling your Slot Hall “Nevada” or “Taj Mahal” is like putting a Maserati sign on a Dacia Logan. Let it be clear that there is absolutely nothing wrong with a Dacia Logan; but calling it a Maserati creates an expectation the poor car cannot live up to (and that´s an understatement).
Part of the problem is that first time casino visitors have an expectation created by cinemas, television and other media that is not in line with the atmosphere and services offered by most casinos in Europe. I remember my first visit to the Casino in Monte Carlo; which was a disappointment. Not because the Casino is not a beautiful casino, but because my expectations were wrong. I had an image from the Casino based on – mainly – the James Bond movies I had watched over time. I somehow expected beautifully dressed ladies and gentlemen, wearing expensive jewelry, playing thousands of euros per spin on the tables. This expectation was in sharp contrast with the five wrinkled old ladies playing five euro chips on red and black on a roulette table (it was a Wednesday afternoon). The clearly very bored dealers and supervisor put oil on the fire of my shattered expectations.
The bread and butter of most gaming locations in Europe are Time on Device Players and Gamblers. I dare say that most Slot Halls do not have a product and services offering that would meet the expectations of the Non Player
or Fun Player. There is nothing wrong with that, providing the marketing manager does not start a marketing campaign focused on the Non Player and the Fun Player. Knowing that most Slot Halls attract Time on Device Players and Gamblers, understanding the expectations of these two groups is essential in being able to deliver an experience in line with the expectation of these two groups.
In a nutshell, Time on Device Players have a lot of time but a limited amount of money per visit, whereas Gamblers have a limited amount of time but a larger amount of money per visit. The expectations of those two groups are opposites! A slot floor that is not clearly separated will not meet the expectations of at least one of the two groups; very likely it will not meet the expectations of both groups!
The area where you try to fulfill the expectations of the Time on Device Area in your Casino or slot hall has different equipment and services than the area where you try to fulfill the expectations of the Gambler. The two different areas should have different games (mathematical concepts), different minimum and maximum bets, different services, different attitude from staff, different layout of the floor and different use of progressive and mystery jackpots.
The Time on Device Player:
q sees casino as a social escape, as a place to spend time
q Is attracted by total the fact that he or she can meet likeminded people
q thinks that to spend time is more important than to play
q thinks that contact with staff and other guests is reason enough for visiting q expects friendly approach by staff q visits during daytime, mostly working days q plans visits with fixed budget q is often retired with large amount of free time q makes friends / social contacts inside Casino
q has lots of free time to spend inside and outside casino. He or she can spend time on travelling to Casino.
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