What Happens After a Player Plays?
Casinos are incredibly adept at providing a thrilling guest experience. Bright lights, sounds, friendly service, attractions, and the chance of winning the jackpot make for a unique value proposition matched by few entertainment options. Unfortunately, when players leave, the exhilaration dissipates all too quickly. Players return to their busy lives and are bombarded with those thousands of advertisements from other organizations.
As a result, the memory of the casino experience quickly fades. Players move on, usually without a defined plan for their next interaction with the property, or worse, a plan to try another property or some other form of entertainment next time.
Rewarding players with after-the-fact benefits such as points and tier levels used to work, but the current marketing landscape has changed that. In fact, a recent study by Accenture demonstrated that consumers are actively interested in only about 20 per cent of the traditional loyalty programs to which they belong.
Expanding the Battleground
No matter how prevalent a casino might be in a player’s life, they still spend just a fraction of their time at the facility itself. Consequently, an incredible opportunity exists for any casino organization that can augment the on-site stimulation of a high-quality gaming environment to an ‘always engaging,’ immersive and branded experience off-site. This approach allows the savvy casino organization to compete for that elusive attention span at an entirely different level away from the casino. Results show that players reward this ‘always engaging’ strategy with unmatched loyalty, regularly helping the casinos that pursue it to achieve returns on investment in excess of 500 per cent annually.