people with online expertise. It is tempting to enter with just one toe in the water by launching an online casino and seeing if the brand lures in the players. It won’t, and those who come won’t stay. Hiring up will be expensive, but the prize is big. Te mentality should be that this is where the next $500 million to $2 billion in value will be created. To achieve that will require some significant spending. Te competition has hundreds of people focused on every facet of online gaming operations and to compete against them will require the right people.
Te online offering needs to be right from day one. Tat does not mean it needs to mirror the land-based casino and have the same games, but it needs to be competitive with other online offerings. Again, the temptation will be to launch early to get some revenue flowing. However, if the offering is not finely tuned when players show up, they will quickly leave and not come back unless they are paid with massive bonuses, and then it will still be challenging to keep them after the bonus is consumed.
Tere needs to be some ultimate selling point that leverages the greatest strength – the fact that there is a physical property. Tis is where the blending of the physical and online worlds becomes important. Letting players earn rewards for freebies such as drinks, food, shows, match play coupons, free-play on slots, etc. are a just a few of the ways to encourage online play. Being able to withdraw online deposits physically from the casino or more importantly deposit winnings from the physical casino to online accounts (perhaps with some bonus) would be welcomed by players.
Te land-based casinos all have loyalty programs with various tiers, and players would appreciate having their online play count toward their in-casino play so they can move up to the next tier. Taking this ‘single view’ of the player, coupled with an already strong loyalty programme, will help ensure the land-based players want to concentrate all of their online play at the same place so they can qualify for tournaments, events, and other perks.
The value of getting a
confirmed player to sign up for an online account is worth
hundreds of dollars; therefore, incentivise generously and
make the staff believers in the value of online.
Perhaps the most powerful tool of all in the land-based operators’ tool box is their staff that gets an incredible amount of face time with already known players. With the proper offering in place, the loyalty programme incorporating both online and land-based play, and making the transition between the online and physical casinos rather seamless, it is time to let the players know there is an online operation for them to enjoy. Te average table game session lasts 42 minutes. Tis time is gold and untapped. Now there needs to be balance and thought in approaching players so as to not compromise their enjoyment. Tis is where training is paramount. Staff need to be highly incentivised.
Te value of getting a confirmed player to sign up for an online account is worth hundreds of dollars; therefore, incentivise generously and make the staff believers in the value of online. When the personnel believe in it, the land- based casino will have unleashed a weapon that is the envy of every online operator. Tere would be no paying Google, no financing the hustlers who take sign-up bonuses then disappear, and best of all we know we have real players whose lifetime value likely far exceeds the typical online player.
Te online operators are extremely sophisticated and certainly not going to make it easy to wrestle their players away, but the land- based casino who is totally committed to winning online, will be able to leverage a set of tools that will prove very powerful over time.
NEWSWIRE / INTERACTIVE /
247.COM P101
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