This week, mGamingWatch was fortunate to catch up with casino industry veteran Todd Simons for an exclusive Q&A.
The innovative mastermind behind and creator of Hidden Fruit, Simons was gracious in allowing us to pick his infinitely knowledgeable brain about how mobile is shaping the casino industry.
Check out the interview below and be sure to check out Hidden Fruit here.
MGW: For those who aren’t familiar with Hidden Fruit, what can you tell us about your company?
Simons: Hidden Fruit is a full service, boutique consulting firm with expertise in Marketing Automation, CRM, Business Intelligence and Casino Operations. Having been a part on the gaming industry for 33 years with an amazing career, I felt the time was right to venture out and share the strategies and successes I’ve had with other companies that might be in need of the expertise we can provide through Hidden Fruit, LLC. My partner in the Firm, Brian Gress is a 20 year veteran of the Gaming Industry and is an expert in the practice of Business Intelligence and CRM.
We have an amazing team with amazing talents, ready to deliver on our abilities.
MGW: Given your vast gaming industry experience, what is the biggest contribution mobile has made to the casino industry so far?
Simons: Mobile technology has allowed the industry to change behavior through expedited touch points. Being able to communicate in real time, at the right time, with a customized offer that enhances the experience creates opportunities that were never possible prior to the acceptance of mobile technology. Today, we live in a world of convenience and the consumer is now demanding convenience more than ever.
MGW: How is Hidden Fruit contributing to the emergence of mobile as a dominant force in the casino space?
Simons: One of our core competencies is in the CRM / Loyalty Marketing space. We have found that finding success with the delivery of any type of service or Loyalty Offer is directly correlated to making sure that the offer or service is driving the behavior. We can provide that insight and develop that strategy with our BI services.
MGW: Looking ahead, what will it take for mobile in the casino space to be more influential and effective in 2016 and beyond?
Simons: In simple terms, ease of access and execution. If you are a “mobile consumer”, then you are used to the ease of use that a Southwest Airlines, Amazon, Apple Store, etc…provide. As casino operators, there has to be an emulation of the ease of access and execution these companies have achieved.
MGW: Has mobile reached a point where casinos and gaming companies can simply no longer afford to ignore it in their operations, marketing, etc?
Simons: We believe that companies need to expand the experience outside of the “Bricks and Mortar” facility. Consumers are demanding it and casinos need to provide for it! Those operators who neglect technological trends that are occurring in the hospitality industry will have a difficult time competitively and the costs associated with playing “catch Up” will be magnified as they will lose top line growth and market share.
MGW: What are you most excited about in terms of what Hidden Fruit is doing and what it has the potential to accomplish in the future?
Simons: We are excited about providing expertise in finding the “low hanging fruit, hidden opportunities” for companies that are willing to allow us to. We have a proven track record in doing so and believe that we can share that success.
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