Avid casino gamers want more from casino marketing.
From player reward programs to mobile-centric dining and hospitality features, the marketing initiatives underway at casinos and resorts across the U.S. are falling short of player expectations.
Once used to simply track players’ frequency of play and award free play credits, many casinos’ Players Club programs are evolving into true loyalty programs, say the organizers of a recent study conducted by Phoenix Marketing International. Unfortunately, consumers’ expectations of the programs exceed what many casinos are currently offering and many programs need to be modified to better reflect their customers wants and needs.
The Phoenix study, called Casino SCORES spoke with 3,000 people from the Mid-Atlantic region that belong to at least one casino Players Club program and visit a casino to gamble a minimum of three times a year. “When asked the importance of numerous features and benefits of the program, not surprisingly the amount of free play offered, dining discounts and complimentary rooms topped the list,” the report summary reads.
Consistent with the findings of similar surveys and consumer polls, today’s gamers – young and old – want their gaming experiences and getaways to become more mobile-centric. Studies consistently show that players like SMS, email, and other practical forms of digital communications that increase awareness about relevant gaming, dining, and entertainment opportunities.
Every industry, it seems, is doing more to capitalize on mobile for marketing purposes. And while the casino gaming industry is definitely headed down a similar path, the pace hasn’t been fast enough to keep most mobile-savvy gamers happy.
In a recent exclusive interview with mGamingWatch, Joingo co-founder and Vice President of Business Development Alex Kanwetz said: “Clearly, mobile is the next best direct marketing channel and it will continue to grow. We’re on the beginning of a wave. Given the number of devices that are out there, if it’s marketed respectfully to players and consumers, mobile can be an absolutely fantastic channel.”
Join the Conversation