## Lost Potential: US Casinos and the Digital Frontier
Itsi k Akiva suggests American gambling establishments are overlooking a significant prospect by not capitalizing on the possibilities of internet-based wagering. Consider this: more than 40 states currently permit casino gaming, with over 1500 physical venues operating nationwide. Integrating digital gambling appears to be a logical progression, a seamless expansion of their current enterprise.
However, only a small number of states have taken the initiative to legitimize internet gambling. Certainly, there are constant discussions about this state or that state being the next in line, but tangible progress seems elusive.
In the meantime, casinos are keen to test the waters of the digital realm, employing strategies like simulated casino games and fantasy sports to establish an online presence. These are relatively simple to implement, achieved through collaborations with existing gaming entities.
But the approaches differ significantly. Some casinos simply aim for rapid online profits. Others view it as a means to attract customers back to their physical establishments. Still others are merely going through the motions, attempting to placate regulatory bodies.
One thing is certain: conventional casino corporations are becoming increasingly engaged in the online sphere, particularly with simulated casino games. The question remains, will they be adequately prepared when the barriers finally fall for real-money online gambling in the US?
Two primary categories of businesses are plunging into the online gambling realm. Entities like Caesars Interactive Entertainment (CIE) and Churchill Downs Interactive (following their acquisition of Big Fish) prioritize operating their own social casino platforms. Their expansion often involves acquiring existing social casino enterprises. However, this strategy proves costly and challenging to execute due to market saturation.
The second category encompasses companies, notably established U.S. casinos, that view online gaming as a mechanism to attract individuals and ultimately entice them to visit their physical establishments. This objective appears more attainable for most, and many are collaborating with various tech firms to realize it.
The core concept revolves around crafting a tailored experience for each player, ensuring their enjoyment and engagement regardless of their location – whether within a brick-and-mortar casino, on a computer, or a mobile device. This approach also enables these companies to amass substantial player data across all platforms. They gain insights into player preferences, behaviors, and actions, constructing a comprehensive profile for each individual.
The realm of wagering is abuzz with the concept of “unification” – merging the excitement of a physical casino with the ease of internet gaming. Although the technology exists, and a growing number of businesses are testing the waters of the digital domain, it seems many are overlooking a key element. They provide online slot machines or card games, certainly, but then neglect to link these virtual encounters to their brick-and-mortar loyalty schemes and incentives. It’s a squandered chance to craft a genuinely integrated experience for their clientele.
Occasionally, the gap between virtual and brick-and-mortar casino encounters is attributed to technological obstacles. Although these barriers exist, technology has significantly progressed, and numerous online gaming companies also cater to physical casinos. This implies that the true problem lies not in the technology itself, but in its implementation. Similar to any instrument, its efficacy hinges on the individuals and entities utilizing it.
Consider this: if a corporation solely prioritizes maximizing profits from its digital games, it’s logical to maintain those operations distinct from the physical establishment. However, that strategy misses the mark! If the objective is to cultivate a genuinely cohesive experience, online and offline realms should be interwoven, not handled as separate entities.
Envision a scenario where your online gameplay elevates your status at your preferred casino. Imagine arriving as a first-time guest and being welcomed like a high roller due to your online prowess. What if the personnel were aware of your unfamiliarity with online gaming and assisted you in downloading the app to commence your journey? That’s the potential of a truly integrated approach.
Businesses effectively combining their digital and physical storefronts are experiencing substantial increases in their internet revenue – we’re discussing millions, even tens of millions of dollars each year. Furthermore, it’s not solely online; they’re also greeting more patrons into their physical establishments and observing those patrons spend more. It’s mutually beneficial, so why hasn’t everyone adopted this approach?
This might be our initial observation of internet wagering incorporated into a physical casino, but this type of integration isn’t novel. Consider hotels: not long ago, they lacked a method to link a guest’s casino expenditures with their spending at the spa, dining establishments, or entertainment. However, technological advancements altered that, enabling hotels to construct a comprehensive understanding of their guests’ habits. Currently, they’re utilizing that information to individualize marketing efforts and customize their customer assistance.
In reality, incorporating data from internet gambling into a customer relationship management system is potentially simpler than in other sectors, and the data itself is likely to be more precise and useful.
Therefore, if technology isn’t the primary barrier to a genuinely integrated approach, could the difficulty reside within the companies themselves? Examining the organizational framework of numerous casino proprietors reveals distinct divisions for overseeing online and offline operations. Could this compartmentalized methodology be hindering them?
Although it’s logical to appoint seasoned and committed groups to manage your digital footprint, these divisions shouldn’t function independently. They must be synchronized with the overarching objectives and tactics of the entire establishment. Consider it this way: every member of your staff should be capable of “promoting” your digital services just as they would suggest an exceptional meal or performance. This collective comprehension guarantees a consistent message reaches your patrons and reduces uncertainty.
Similar to how your concierge or reception personnel are knowledgeable about all your facilities – the gaming floor, wellness center, dining options, entertainment venues, and more – they should also be educated on your internet-based gaming offerings. Even a fundamental grasp can significantly aid visitors with inquiries.
This incorporation shouldn’t be confined within the boundaries of your property. Numerous operators depend on external collaborators for marketing and client relationship management (CRM). Nevertheless, these collaborators might lack expertise in the realm of online and social gaming. This frequently results in engaging yet another agency specializing in online gaming, creating a scenario where two distinct entities manage interconnected responsibilities. In a perfect world, a more efficient strategy would involve everyone being on the same wavelength.
Its a major error to view internet and brick-and-mortar gaming as distinct entities. Gaming establishments are overlooking a wealth of knowledge by failing to integrate their datasets. Picture understanding that an individual who adores slot machines in Las Vegas also relishes online poker competitions – that’s valuable insight!
By amalgamating information from their physical and virtual platforms, casinos can gain a comprehensive understanding of their clientele. This enables them to craft highly focused advertisements and promotional offers. Envision retargeting a patron who recently played blackjack in Atlantic City with a digital offer for a comparable game.
To truly succeed in the digital realm, casinos must fully commit. They require a cohesive approach that unites their physical and digital footprints. This will foster a smooth experience for patrons and reveal a treasure chest of data that can be leveraged to enhance profits and cultivate enduring connections.
The proper blend of technological tools, coupled with consolidated information and the capacity to glean knowledge from the vast data collected across sectors, is a solid foundation – but it must be reinforced by leadership dedication to bolstering the digital approach. This can be accomplished by reorganizing the structure, incorporating developing verticals into all customer-facing units, offering educational opportunities, and guaranteeing that personnel are well-versed in digital offerings – thereby enhancing their ability and drive to advocate for them to clientele.
Itsik Akiva is a veteran i-gaming authority and the originator of Boston-based Headway Consulting (www.headwayconsulting.net), an organization specializing in crafting and implementing marketing and product approaches, in addition to instructional initiatives for real money and social gaming enterprises. Itsik possesses over ten years of expertise within the online gaming sector and frequently presents at gaming summits.
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