Laurent Lassiaz JOA
We shouldn’t be shy – we shouldn’t partake in the casino-bashing. In the last 10 years, a lot of amazing things have been achieved in this industry. I am not coming from the industry – I didn’t come up through from the gaming floor – I barely know how to play. However, within our group, using predictive marketing, from the very first visit of a new customer, we score them – to predict if they are going to be a gold member, with an accuracy of 86 per cent. On the second visit that accuracy goes to 98 per cent.
We are now able to use these tools to conduct our business in a different way. As such, our customer average age over the past 10 years, is 38 years old – it used to be over 50. Most of the operators in the French market are now above the revenues of 2019, which was a reference year for us. But before doing casino-bashing as old-style ‘guys’, we are managing this business in a digital world – and we are succeeding. We are constantly moving a classic offer to a more modern one. And we have shown that we are able to rejuvenate the customer base.
“We are now able to use these tools to conduct our business in a different way. As such, our customer average age over the past 10 years, is 38 years old – it used to be over 50. Most of the operators in the
French market are now above the revenues of 2019, which was a reference year for us. But before doing casino- bashing as old-style ‘guys’, we are managing this business in a digital world – and we are
succeeding. We are constantly moving a classic offer to a more modern one. And we
have shown that we are able to rejuvenate the customer base.”
Laurent Lassiaz
Ismail Vali Founder & CEO, Yield Sec
Te impact of regulation and the pandemic has pushed more and more people into online gambling. Regulation wants a geo-specific model, but the customers have already seen what’s on the Internet, the genie came out of that bottle 25 years ago. Customers are used to looking for their favourite brands online. So how do you control what they are looking for and where they end up gambling?
“The leadership genius of
Bo Bernard University of Nevada Las Vegas
Integrity is intelligence in this industry.
Te Fun Economy (trademarked by the University of Las Vegas), sees one tenth of the global economy spent on moving from one plot of earth to another plot of earth. Te fun economy takes this 10 per cent of the planet’s economy spent on tourism and adds the one per cent now spent on sports. If you then include entertainment at three-four per cent, you have a Fun Economy that represents 15 per cent of the entire global economy today.
For comparison, manufacturing globally is around 11 per cent, while agriculture is three per cent. Te fun economy is bigger than anyone making stuff. More of us have joined the ranks of the middle class to the extent that by 2030 we will be half of the world’s population. Te middle class has a ton of money. And guess what they do when they’ve bought everything they need? Tey buy fun, enjoyment and travel. In a post-Covid world we have now all become gamers, only 14 per cent
Steve Jobs was in creating and inventing new categories under one roof. Xerox didn’t do that, they invented one thing and then they died. Kodak… etc. Casino CEOs are
responsible for casinos, pools, retail, hoteliers, night club, day club and restaurants. You’re the CEO of all those categories under one roof and more inventiveness than critics would allow.” Bo Bernard
We all think we want a mountain shaped market place in which everything you can see of the gaming universe is basically the regulated industry – but that’s not necessarily the case. What we really have are iceberg marketplaces. Whether you are online or offline, people are searching for you online, but what they end-up communicating with and interacting with is illegal online gambling services.
We are looking at an industry characterised by frustrated economic reality, challenged player protection, increasingly politically driven regulation and it’s targeted towards what the regulated industry can see – which is all about the media and political focus. Tis focus believes the gambling industry should be named, blamed and shamed – and fined for everything placed at the door of the gambling industry. Te reality is an iceberg floating in a sea of criminality and at no point have we been able to see the real scale of the problem.
Legislators, regulators and protection agencies respond to reported crime. What we’ve not been able to see is the extent of the illegal gambling sector. Te point of legal gambling is to replace illegal gambling. All of us know that there is tons of activity on the Internet: UN global figures for sports betting and horse racing alone sees revenues for legal operations of $40bn, but on the illegal side we have $340bn, so eight times the size in global terms.
WIRE / PULSE / INSIGHT / REPORTS P35
of the over 55s have never played games on their mobile.
Te leadership genius of Steve Jobs was in creating and inventing new categories under one roof. Xerox didn’t do that, they invented one thing and then they died. Kodak… etc. Casino CEOs are responsible for casinos, pools, retail, hoteliers, night club, day club and restaurants. You’re the CEO of all those categories under one roof and more inventiveness than critics would allow. Darwin, later in his life, became really frustrated with the ‘survival of the fitness’ quote – saying that it is not the strongest of the species that survive, nor the most intelligent, it is “the one most responsive to change.”
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