play here instead.” It is trench warfare for customers. Even if the land-based provider has an app that is as good as its online competition, it will still take a herculean marketing effort to get those customers to come over. Players may be willing to switch, and they may even like the idea of having their physical and online gambling in one place, but they need to see real value in doing so.
ONLINE IS A VERY DIFFERENT BUSINESS What determines success in online operations is
very different from land-based success. Successful land-based operators know how to program their properties with attractions, restaurants, shows and shopping to attract players. Tey know how to take care of their players and market to them to keep them happy and coming back. Tey have personal relationships with players. Tey know how to run successful tournaments, special events, and just what sort of criteria should be required for a player to qualify for such events. Tey know how to negotiate with their biggest players for a variety of perks, rebates, free-play, and just which bonuses to offer players.
Te successful land-based operators are filled with brilliant people who excel in all of these areas, and this is why the most expensive buildings and biggest hotels in the world are all casinos.
To compete successfully online however, most of these talents are of little value. Terefore, a new set of skills needs to be introduced into the land-based casino. Having worked in many of the biggest casinos in the world and now for the biggest online table games provider in the world, I can say with certainty that these skills must be hired into the land-based company. Tese skills simply cannot be developed from within. Te competition is too stiff; the online knowledge is too great; and things move too fast for a land- based casino to develop the skills and knowledge needed to be successful online.
Digital marketing gurus, user interface specialists, search engine optimisation experts, platform architects that ensure apps and websites are lightning fast, an integrations team that ensures all the best games from suppliers are operating at max performance, a customer service team that can quickly resolve issues,
A new set of skills needs to be
introduced into the land-based casino. I can say with certainty that these skills must be hired into the land-based company. These skills simply cannot be developed from within. The competition is too stiff; the online knowledge is too great.
and operations and marketing teams that ensure the players are getting the best experience are necessities that will determine the success of the land-based casino looking to compete online. After all of this is in order, then someone at the top of the company needs to create an experience that beautifully blends the physical and online experiences in a way that is sensible and creates real value for its casino players.
NEWSWIRE / INTERACTIVE /
247.COM P99
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