G2E Podcasts » Marketing

Players’ Clubs, Part 3: Creating Loyalty and Player Reinvestment

Rob — Mon, 13 Jul 2009 22:21:03 +0000

So what do you do after you find out who your players are and what they are spending? Player reinvestment is the process of returning some of the money gambled by a player to that player in an effort to create loyalty. This can include offers of cash or free play coupons, complimentary dining, lodging and entertainment certificates, or a host program designed to provide a greater level of recognition and reward to premium players. This session examines marketing expenditures that are forms of player reinvestment, defines the player reinvestment rate and ranges found in a variety of competitive markets, and discusses the value of player reinvestment during a financial downturn.

Presenter:
Andrew Klebanow, Principal, Gaming Market Advisors

Mass Marketing: Who is the Asian Player and How to Market to Them

Rob — Mon, 13 Jul 2009 22:01:50 +0000

As with most cultures, it’s impossible to generalize about Asian players. Some are small slot players; others part of the dynamic VIP market, but casinos all have one concern: how to attract them. This session focuses on successful techniques and tools that can be used to effectively bring players of all levels to your casino. New research into campaigns to which Asian players respond were also discussed.

Presenter:
Desmond Lam, Ph.D., Visiting Senior Research Fellow, University of South Australia

The Alternatives: Web and Mobile Marketing

Rob — Mon, 13 Jul 2009 22:00:43 +0000

No where else in the world have mobile phones become so embedded in day-to-day life and culture than in Asia. This session discusses how to use these devices to spread your marketing message. Web site design, as it relates to attracting these new customers to your property while providing customer service and access to loyal patrons, are also discussed.

Moderator:
Andy Nazarechuk, Ed.D., Dean, University of Nevada Las Vegas (UNLV) Singapore Campus

Panelists:
Clive Pearson, CEO, Qualex Consulting Services, Inc.
Sarah Procopio, President, True Marketing
Victor Tong, CEO & President, PacificNet, Inc.

Players’ Clubs, Part 2: The Evolution of Player Tracking

Rob — Mon, 13 Jul 2009 21:58:41 +0000

As the gaming industry evolved, operators came to recognize the importance of player tracking and rating on the casino floor. Accordingly, as the percentage of revenue produced by non-gaming amenities has steadily increased, casino management systems also have expanded to track and rate patrons outside the casino floor. This panel discussion explores the various technologies available for player tracking and offers ways to help you determine the best set-up for your operation.

Moderator:
Roy Student, President, Applied Management Strategies

Panelists:
Stephen Karoul, Senior Vice President – Strategic Casino Marketing Asia, Marina Bay Sands Pte Ltd
Lars Klander, President, Tech Results
Tony Tong, Co-Founder, JIBO – PACT, JIBO
Vaughnn Place, Senior Technical Sales Manager, Konami Gaming, Inc.

Players’ Clubs, Part 1: A Value Proposition

Rob — Mon, 13 Jul 2009 21:56:50 +0000

The ever-present slot club card of many jurisdictions is not as commonly found on Asian players. Reluctance on the part of many to identify themselves as well as a general unfamiliarity with the technology and its procedures has undermined the success of the concept in this region. In reality, Players’ Clubs offer as much value to the consumer as they do to a casino marketing department. This session discusses the finer points of establishing a player tracking program and offers solutions for overcoming the challenges of doing so in the Asian market.

Presenter:
Sudhir Kale, Ph.D., Professor of Marketing, Bond University