You’ve finally decided to create an online social casino. It’s time… all your competitors are doing it and if you don’t get on board, then you risk being left behind with seemingly no hope of catching up.

You know you need a social casino product to support your land-based operation. After all, it’s a great marketing tool for both new and existing players, not to mention an additional revenue stream. Since all your customers are probably already playing online when not playing inside your doors, you don’t want to risk losing them to another brand.

But what does it require to really make an online social casino happen and be successful? There are three key resources you need to consider:

1. FINANCIAL RESOURCES

The budget to build it: Your social casino is a separate line of business and needs to be treated as such. Like any business there are costs involved. Do you have the budget to ensure you receive a custom product instead of a cookie-cutter one? Your social casino should be an accurate online representation of your offline brand.

The budget to operate it: Once the social casino launches, your product is now in “live operations” mode. A social casino is a living, evolving creature that needs continual care—care that requires personnel and that requires a budget.

The budget to market it: You can build the world’s most impressive social casino, but if the customer doesn’t know it’s there, it may as well not exist at all. This will require money for online and offline advertising, PR, promotions, etc., for the lifetime of the site.

2. TALENT RESOURCES

Project management: You’ll need talent to manage the development process from beginning to end. The vendor builds the site; but the right in-house manager is key to the timely success of this project and the more decision-making power this person possesses, the better. This is not the job for an executive assistant, but rather someone with real technical and marketing experience; someone who can work directly with the vendor and handle the basic day-to-day decisions, as well as someone with a direct line to the executive team for timely answer to bigger questions.

In-house staff: Depending on the vendor, you might get day-to-day (aka live operations) help to run your social casino. Even with that being the case, you’ll want someone inside your company responsible for the new line of business; someone to champion the product among the rest of your team and to help ensure it is fully integrated into your land-based operation.

User acquisition: A social casino is a whole new line of business that requires not only the addition of an entirely new set of strategies such as Facebook and Twitter ads, SEO, content marketing, etc., but also the resources (in-house or outsourced) to perform these ongoing tasks.

3. TARGET RESOUCES

Player database: Your loyal casino customers are your best social casino targets. Land-based operations have an enormous advantage over online-only operations: an existing player base that loves your brand and a venue to drive them to it. Do you have their e-mails? How about their Facebook, Twitter, Instagram and Snapchat handles? If not, you need to start collecting them, as they are the foundation upon which the success of your social casino will be built.

Land-based integration: Your land-based operation is an absolute marketing goldmine for your social casino. Are you prepared to ensure your new line of business is fully integrated into your existing one? While there are many ways to market your new product, the most cost effective way will be to ensure the players coming to your property every single day are fully aware of your social casino.

Starting a social casino may seem like a daunting task at first. Granted, it is not as simple as flipping a switch. There is planning to do upfront, strategies to create and once the product is live, day-to-day work to handle. Finding the right vendor to partner with is crucial. With that being said, the right vendor should take the majority of the work off of your shoulders. They are the experts in the social casino business, whilst you are the experts in the land-based business.

The exciting news is that having a land-based operation gives you a massive advantage over online-only operators. But as more land-based businesses open their virtual doors, the advantage you have will diminish over time. In the time it takes for you to decide on whether or not you want to build a social casino, more and more of your regional competitors are launching their own social casinos and working on getting your customers to their site.

A social casino, though an integrated extension of your brand, is truly its own entity that needs to be treated as one to be successful. Allocating separate resources may seem like a stretch, but it’s vital to remember that your social casino is just like any other online company that depends on traffic and transactions and that will not happen without dedicated resources and strategies.

Pull Quotes:

A social casino is a whole new line of business that requires not only the addition of an entirely new set of strategies such as Facebook and Twitter ads, SEO, content marketing, etc., but also the resources (in-house or outsourced) to perform these ongoing tasks.

A social casino, though an integrated extension of your brand, is truly its own entity that needs to be treated as one to be successful.