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HIT UTOPIA


A new kind of jackpot system


Hit Utopia hands control to the operator


Casino International speaks to Dennis Korthouwer, CEO and founder of Hit Utopia – a jackpot system that gives genuine control to the operator and promotes higher spend and longer play.


H


igher spend per player, and longer play – Hit Utopia might just give an operator both, from existing players, and also the means to attract new players to the game. Sounds too good to be true? Dennis Korthouwer, CEO and founder, Hit


Utopia, explains the many strengths of his system to Casino International.


Casino International: What is Hit Utopia?


Dennis Korthouwer: It is a promotional and side bet jackpot system for gaming tables that allows an operator to offer customised promotional and side bet prizes to attract new guests, turn them into players, and to encourage more play. In short, to increase the casino’s bottom line as a whole.


CI: How does it work?


DK: A lot depends on the involvement of the casino, but we have the technology for the them, together with our input and advice on the prizes and offering, to achieve the goals of each company. If a casino has no budget for marketing, you cannot start by focusing on attracting new players; we usually attract these new players with very unique “Experiences You Can’t Buy” prizes. These cost money and you need a marketing budget for that so it is more attractive for bigger casinos and groups of casinos. If you have a small, independent casino you might first focus on how to turn your guests into players, how to extend the playing time of those players, and how to make them bet more. This is what we do with Hit Utopia, by offering a combination of promotional and side bet prizes.


70 OCTOBER 2019


CI: There are a lot of side bets around, a lot of promotional products – what’s different about Hit Utopia?


DK: Normally you have a side bet then some promotional prizes are thrown in, but people don’t really think about these prizes; they just give away whatever they can get their hands on. They don’t think, ‘if I give away this prize, what is the result of offering this prize?’ If the prize costs €10, how do they know they will get €20 back from it? Research shows that 85% of promotions is lost money because people do not track and cannot see the results of their promotions. We do it in a specific combination; we don’t just say, there is a side bet and here is some promotional stuff; we have


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