INSIGHTIGAMING NORTH AMERICA
Golden Nugget land-based players only account for a low double digit share of our online players, from day one we have positioned ourselves as the go-to online destination for authentic casino players, which aligns with our partnership with Everi. The ability for us to deliver Everi’s popular three-reel mechanical titles to players who have played them on the floor is definitely helping us deliver on our brand’s promise.
Do players spend more in land-based casinos or do they spend the same amount online but just in different places? How do you manage the balance between attracting online and land- based players?
Our studies show that land-based players spend 50 per cent more per visit than online players, but online players spend more globally because they play more often (6x per month vs 2.7x).
The interesting thing is that land-based players who start playing online don’t reduce their land-based visitation and the same can be said of online players who start playing at a brick and mortar casino.
Players who play with us land-based and online increase their play with the brand between 30-50 per cent. We don’t segment our target audience between land-based and online players per se.
We aim at offering an online experience that is as close as possible to the authentic land-based experience, which naturally helps acquiring the land-based players who also play online.
How competitive is the environment in New Jersey at the moment? Does this give you an advantage?
The New Jersey online market is increasingly competitive, with 23 brands now competing for players share of wallet, which is 50 per cent more than a year ago. What’s positive though is that sports betting brands are bringing a completely new set of online gamblers, mostly younger males, who sign up to bet on sports then start playing casino games.
This accounted for 70 per cent of the online gaming revenue growth in 2019 and explains why the market grew 60 per cent year-on-year.
We believe we have the best online and mobile casino product in the state and will reap some benefits of this influx of new casino players.
We are also strategic about who we partner with, what gaming content we offer, and our return on investment focused approach to marketing to players. All of this coupled with the tremendous amount of brand equity that exists with Golden Nugget because of its storied history places us in a position to continue to grow our online business.
How segmented is the slots audience in terms of the types of games they are playing? How does the partnership with Everi further your market ambitions?
Video slots dominate the online space in New Jersey, but we believe the addition of Everi’s high-performing online stepper games will enable us to serve another important segment of the market, specifically those players who are loyal to classic land-based three-mechanical reel themes. We can now offer these players a deep, high quality library of stepper titles, which we believe will help us continue to grow our player base.
NEWSWIRE / INTERACTIVE / MARKET DATA P49
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