The importance of effective digital, mobile and even traditional marketing tactics will be evident from start to finish this year in states where online gambling has been authorized. Because in the absence of masterful marketing in New Jersey, Nevada, and Delaware, the earnings opportunities apparent in this young industry may not be realized.
Thomas Winter, the Golden Nugget’s VP of online gambling, tells the AP that the casino is delighted with its start and anticipates accelerated growth of 20 percent per month throughout 2014.
At present, the casino represents just 4 percent of New Jersey’s online market, but it anticipates securing 7 to 10 percent of the market down the road.
Winter does not buy into the theory that online gambling will cannibalize the land-based casino’s business.
“Slightly more than 50 percent of our online customers were not regular customers at the Golden Nugget or were not customers at all,” Winter said.
Long-range estimates envision that 60 to 70 percent of online players will not be regular customers of the physical casino — creating a marketing opportunity to encourage them to do so, Winter said.
Last week, the NJ Division of Gaming Enforcement reported that the licensed online gambling sites in the state raked in $8.4 million in revenue during the first six weeks of authorized public game play – which was less than what many industry watchers and analysts had hoped for.
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