As I write this column, I have just returned from the National Indian Gaming Association (NIGA) trade show and conference where one thing became abundantly clear to me as I attended sessions and visited vendor booths: We live in a marketing world.
It used to be that people came to a casino primarily to indulge in one primary entertainment activity—slot machine gambling. This dynamic is beginning to shift however, especially among the young for whom a trip to a gaming facility usually involves entertainment options other than wagering on machines.
Until fairly recently, there were few viable options for marketing to a slot patron while they were actually engaged in game play. But the modern slot manager has a full ecosystem of player loyalty touchpoints available to them today, including the video slot screen itself.
As Vice President of Business Development and Tribal Government Relations for International Game Technology PLC (IGT), Knute Knudson is responsible for the company’s business opportunities and its business footprint in Indian country.