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making sure that when they get to Vegas or wherever else that they have a good time and enjoy themselves. In my estimation, there are plenty of companies that are not doing a great job at this. It feels very clinical and hospital-like and the fun is taking a backseat, which is such a short-sighted thing to do.


By and large, potential customers will continue to be more focused on what a business is doing to keep their facilities clean to look after the health of its customers and so this notion of making a mask sexy or interweaving health standards and protocols with the general brand DNA and the casino experience is here to stay, even after the pandemic subsides.


Terefore, you might as well spend some time working with experts to help create those messages now because they will pay dividends in the future. Over time as people start considering having some fun and visiting these resorts, the extent to which you’re not communicating that fun element as guest sentiment shifts will see you lose out on visitation. It's an important long-term strategy to focus on the tone of your messaging now as the virus is going nowhere for the foreseeable future.


Analysing trends and posts have proved beneficial in understanding how the


broader gaming community


feels about a number of topics. The biggest interest right now is how customers feel about travelling and the safety,


sanitation and health protocols in place at casinos.


Is the land-based industry heading towards a period of consolidation? What challenges do casinos face in the next six to 12 months?


Signals are pointing in both directions. For example, the Caesars and Eldorado transaction is the embodiment of consolidation so in one breath you might say the industry is becoming more consolidated. However, at the same time and even within that same transaction, the numerous properties shed from the new Caesars Entertainment organization has seen


smaller and independent operators acquire those properties.


However, there are also a lot of new individual and smaller companies that are entering the gaming space. Tis is great as this brings disruption and a more competitive environment resulting in increased innovation. Te person who wins hands down in such a situation is the customer. Tere is consolidation, but it's being done in such a way right now that it's making it easier for smaller scrappy competitors to enter the market. I can't wait to see what those smaller operators are going to do and how they're going to disrupt the business and really take on the big guys, not only on the strip but in every jurisdiction around the country.


From an operational standpoint, I think there will be operating model refinement in the next six months to ensure business models can cope with the uncertainty and the huge spikes and valleys we’re witnessing in demand and subsequent fluctuations in revenue. Over the second half of the coming 12-month period, operating models will be further fine-tuned so operators can return to generating maximum profit and shareholder return at the end of 2021 and into 2022.


NEWSWIRE / INTERACTIVE / MARKET DATA P123


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