Interactive MOBILE/ONLINE/LAND-BASED
Protecting your most important gaming assets
G3 speaks to Gabriel Cianchetto, Greentube’s President of Market Development, North America, about the pitfalls and challenges facing operators seeking to take their brand into multi-channel gaming, and also the practical steps and opportunities that such a step represents. It’s one that Gabriel maintains is critical to the future success of the business
What are the benefits for a retail operator in recreating its casino/ brand/environment/ player experience in the online space?
There are many benefits to having an online “Social Casino” for a retail casino operator and they are as follows:
l Protect Your Brand – when your land-based casino customer (player) walks out the door of your establishment you must be ready to engage that player online with your BRAND across multiple devices. There many social casino options available to players, why send them to an online competitor.
l Protect Your Database – your customer data- base is the one of the most valuable assets of any casino. Keep your data behind your fire- wall on your servers.
l Extend Your Loyalty Program – by extending your loyalty program online you can give offers to your players on any device making more convenient and valuable to them.
l Player Acquisition, Retention and Re-activa- tion – use your social casino platform as mar- keting tool through loyalty based rewards, video and banner ads, reports and analytics, social community.
l Entertain and Engage – leverage the expertise of the video game world through the use of gamification, gaming mechanics, etc. with world casino gaming to bring a more compelling and entertaining experience to your players.
How close can a retail operator get to achieving a recreation of their land-based offer online?
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For an online social casino, in many ways you can create a more entertaining experience than the land based casino can offer. Most importantly, if you are trying to attract young millennials as new customers the first place they may experience your brand may be online. For your existing play- ers, you will be able to give them a very familiar experience in offerings across to slots, table games, tournament’s, etc. In particular, there is the concept of progression in the online world, where a player can come back again and again to the game and feel like they're progressing through levels.
What are the practical steps in creating an offline/online seamless gaming experience for the player?
This is a big question and it depends on who you are as a casino operator. What resources do you have available from a monetary, technical, strategic planning, online gaming, online marketing and operational standpoint. If you are very large casino operator with multiple properties across many states or country’s you may decide to acquire the skills needed to plan, build and operate your own social casino. Or you may decide to partner with a company like Greentube and use the GreentubePro platform as the way to create your online social casino expe- rience.
Some of the practical steps would include the fol- lowing:
l Deciding on which brand you will use online
l Determine if you will build your platform with- in Facebook to leverage the social graph or build a pure .com version, or both.
Gabriel Cianchetto, Greentube’s President of Market Development, North America
The most important thing for a smaller operator is to
manage expectations about what an online social casino will do for them. Yes, there have been many missteps and casino operators feel
burned by past experience. This is new ground for the casino industry and the
business models, technology and providers are evolving to bring better solutions to the market. Education and
knowledge is key for the operator, a fundamental
understanding of real money vs free 2 play virtual goods model is critical.
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