In my Casino Journal column last month, I began to share what I have learned in my nearly 45-year career in the gaming industry. I made the case for fun. In this month’s column, I share seven more key learnings from a career in gaming spent watching, listening, challenging, questioning, and in many cases, screwing up.
Prior to in-home megascreen televisions and sports packages on steroids, going to your local casino or bar to watch a sporting event was “a thing.” Could legalized sports betting signal the return of the packed bars at gaming facilities for college football, Super Bowl and NCAA basketball?
It is a fluid process—sometimes I feel more fully retired, but at other times, not so retired at all. Through it all, I know I am very fortunate, not “having to” work and being able to take work that stimulates me, is important or innovative and is done on behalf of a very small group of clients that I feel really appreciate my candor and perspective.
In spite of the available data, many properties rely almost exclusively on player value data generated through gaming systems. However, ADT or ADW may not be the most reliable measurement to predict value accurately.
Although a rebranding is most visible through the use of a new name, logo, tagline or some variation thereof, a true rebranding is more than just visual. It is a marketing strategy meant to communicate a differentiated identity in the minds of customers, employees, competitors, investors and other stakeholders.
Justin Shank has an interesting perspective on the disruptive rise of customer reviews. The Raving Consulting partner, who focuses on social media marketing, was a movie publicist before he came to the gaming industry. Everything was going along smoothly until all of a sudden there was this new thing called Rotten Tomatoes.
After a long day traveling, there are two things you don’t want to find entering a hotel lobby: an empty counter or a long line. What you want is quick service, a friendly welcome, and a key packet ready to go.
In the world of brick-and-mortar casinos, it’s fair to say traditional marketing was always at the forefront while digital marketing, except for e-mail and some PPC ads, has been largely ignored. Today, however, this dynamic is rapidly changing.
In the older days of marketing, back in the early 2000s, a few brave CMOs invested in some rudimentary tools designed to help better manage their campaigns and audiences. These hardy pioneers sought to organize, analyze and improve performance, and thus created the first marketing technology stacks.
This year has brought us the legalization of sports betting, the beginning of a resurgence of Atlantic City with two new casino openings, the expansion of casinos into Massachusetts and the hope for revitalization of the Catskill region and the infusion of funds to expand and improve existing properties.
In this issue of Sports Betting Management, read about the latest stories from the gaming industry's sports betting market, take a look at how professional sports leagues relate to legal sports betting, and much more!