Interactive HARMAN CONNECTED SERVICES
Stakes are high for online outlets to attract high-rollers
Casinos around the world have long been attracting customers with their glitz and glamour. As hospitality venues first and foremost, they have had the distinct capability of being able to look after their most valuable customers by providing them with tailored luxury experiences.
In recent years, the high-roller lifestyle has been glamourised by the phenomenon of televised high stakes poker and the lifestyles that these players lead. As a result, a new wave of high value customers are entering the gaming and betting industry
Kaushik Banerjee, Senior Director Europe, HARMAN Connected Services
Kaushik is a technology industry expert who has been involved in three start-ups. Over the past 24 years, Kaushik has worked across multiple sectors in the technology industry and now leads a global team at HARMAN. In this role, he is responsible for helping businesses transform their systems by using the latest tools and technologies, including analytics and big data, artificial intelligence, cloud & IoT platforms, and mobile. Over the past eight years, Kaushik has worked closely with some of the largest names in the betting and gaming sector helping them drive their businesses to both national and global audiences.
P136 NEWSWIRE / INTERACTIVE /
247.COM
At casinos, high-rollers are supervised and serviced efficiently because they are extremely valuable to the business. For some perspective, customers are segmented into three broad groups. At the very top of the list you have the VIPs, or ‘whales’, with around $US8m and up to play with. Tese players demand the most from casino hosts, and are often provided with private jets and delivered, more or less, anything upon request.
A similar level of high quality service is also delivered to the junkets which consist of a group of players with at least $US40,000 to spend. Finally, there is the retail crowd who will play the casino floor and occasionally look to play a higher stakes game. Nonetheless, it is the high rollers who deliver the biggest returns for the betting and gaming sector. An example of this can be seen from Star Entertainment Group Australia which revealed that A$49.5bn were bet over its high roller tables in 2015 alone.
Up to this point, the online betting industry has done very well appealing to the retail crowd, making it easier and simple for them to sign up and play games. Innovations in software, broadband and smartphones, for example, have allowed gaming businesses to target a broader consumer group and provide a range of enjoyable products. Since 2009, the size of the global online gambling market has almost doubled and is worth around $US4.5bn. However it has struggled with its ability to service the higher tier market of both high rollers and the junkets and capitalise on the potential for this sector to generate growth.
A key reason for this is that the industry has encountered difficulties in creating a personalised and exclusive experience, which brick-and-mortar casinos are so easily able to provide. Tis is partly due to the fact that it has not been easy for outlets to identify and target specific customers and influence them towards
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