Interactive MOBILE/ONLINE/LAND-BASED
trust and enjoy from the land-based environment.
Lastly, convergence. In the same way that we have seen different gambling segments in the land based markets coming closer together in terms of product, the same is true of an online proposition. It’s about player convergence, driving land-based customers to engage with the brand when they leave the venue and also being rewarded for doing so.
How much land-based technology is linked to the online gaming experience? CRM, payment solu- tions, loyalty programmes, incentive schemes etc.?
As explained, by integrating into the existing land based Casino Management System, anyone with a player card can complete online registration quickly and easily, so often a barrier to actual monetization. This is a critical advantage in terms of player acquisition. In the same way, when vir- tual credits are purchased, then rewards can be made directly back onto their players’ card which can be used in venue.
How important is the exposure and expansion of a retail gaming brand into the online space at this time and into the future?
The regulated .com and .it environments have shown what safe and successful online gaming looks like for established land based brands. Whilst the North American market is seemingly
Whilst the US is stuttering on a state-by-state approach
with only Pennsylvania looking like it might come to fruition,
Simulated Gaming provides a stepping stone which allows bricks and mortar casino operators to extend their brand and interact with customers now.
stuttering on a state-by-state approach with per- haps only Pennsylvania looking like it might come to fruition in the very near future, Simulated Gaming provides a stepping stone which allows bricks and mortar casino operators to extend their brand and interact with customers now. It’s an enhancement and very much com- plementary to the terrestrial offering, and in many cases, where competition is fierce, it can be a very useful acquisition and retention tool.
There have been lots of missteps from smaller operators into online gaming - what’s the big dif- ference now in recreating a location successfully online and how should operators manage their expectations?
Perhaps there was an element of ‘build it and they will come’ for many smaller operators when ven- turing into the online space and it’s an exception- ally large but also very competitive space. Effective marketing goes hand in hand with hav- ing the right product offering and perhaps when smaller operators have ventured into the space before, there might have been some naivety around how important (and cost intensive) this function is.
Who are the players that are looking for this solu- tion and is it worth the investment to target them?
Our experience in launching US operators into the social space has shown that it’s a wide range of demographics that are attracted to the offering. It’s probable that a significant amount of play will come from residents within an hour’s drive of the venue, but we have also seen players across the US playing, in fact also a small percentage from outside of the US as well. For experienced slot players and regular casino patrons it’s a way of interacting with the brand, playing their favourite games and being rewarded for doing so all at the same time.
In terms of return on investment, the incremental spend and accelerator effect of Simulated Gaming means a short payback period, but more impor- tant it reactivates lapsed land-based players and encourages a significant percentage to visit the land-based venue more often.
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