Gaming Marketing

What is marketing in a club? Marketing is used to identify the customer, satisfy the customer, and keep the customer. It’s not about your venue, your gaming floor or your promotion, but how they relate to your customer

Circles of Marketing Product is central = gaming Surrounded by support = floor layout, ambience, food, service, loyalty Community = the players, pricing/value Communication channels = advertising, not “marketing”

6 Step Marketing Plan Get the right product for the market Define the target markets Point of difference Problem Vs Solution Communications Timelines/Resources/Budgets/Measures

Get the right product for the market Just like anything else, work out which market you want to attract and plan your gaming product for those players. No point in adding $1 games if you want to target day players to fill the club No point in sending mail outs to bingo players if you want to improve your high denom play in the outdoor gaming area

Define the target markets Who are we speaking too? Build databases Set goals – be definite, not vague

Market Demographics Use ABS data Vs your club membership to identify gaps - Just about to be released = ancestry, age, M/F

Tier Analysis Gaming Tiers: (if you can get it) Tier TO total Tier spend (TO less wins) per player Tier average weekly visits per player Number of players in tier who visited during the week

What makes your product or service different? What sets your clubs’ gaming offering apart? Why choose your clubs’ gaming venue?

Problem Vs Solution What are their real problems? Do they play for social engagement, to spend time, to escape, for fun How can I solve them? Wants Vs needs – they will tell you what they want. Its harder to work out needs.

Communications and Building Relationships Review What do I communicate? How can I best communicate? How do they want to be contacted Pull Vs Push – talk about what interests them to find out what they want to know Call to action – deadlines Affiliate marketing – not what you have, what they want

Research cycle Marketing is not “set and forget” It’s an ongoing cycle of research, planning…. PLAN RESEARCH TARGET CONTENT TACTICS EXECUTE ADJUST MEASURE

Gaming Player Specifics All members are NOT created equal…some members are more equal than others Identify your most valuable members – not just the loudest! Seek quality, not quantity – lots of low value players soaks up your budget Opt-in program – targets only those players who are interested

Gaming Player Specifics Segment and define your value groups – tiers (real or virtual) Appropriate value for each group Deep profiling – particularly for top tiers. Monitor what offers they respond too

Individual, personalized engagement builds lasting loyalty Deal with the individual Individual, personalized engagement builds lasting loyalty

HOW? Dedicated staff – gaming host Personal service Player Development Retention, Acquisition & Recovery

Gaming Player Specifics High frequency / Low ADT player Low frequency / High ADT player – 1 extra day can make a big difference Mid Level frequency / Mid ADT player - growth Seasonal multi-day player – find out about them, be ready/proactive

Player Development Top tier players = will eventually leave Focus on the mid-level tiers Find out what they want, make it personal

Reduced “socialising” in gaming Natural breaks in play have been reduced through technology Empower staff to add it back in…. Female players – expect personal service Clubs of any size can achieve these goals

Communications Members want to know – they have opted in Email and SMS Personal, timely and relevant information – scheduled info Not just for the heck of it! – don’t waste their time

WHY DO CUSTOMERS LEAVE A COMPANY?

No longer about brochures, posters and coasters Decision Making No longer about brochures, posters and coasters 70% 30%

Justine Channing Available to complete: Gaming Floor Health Checks Director and Co-Founder Contact: 0418 260 856 justine@thedrop.com.au Director and Gaming Specialist Contact: 0418 260 856 justinechanning@optusnet.com.au Available to complete: Gaming Floor Health Checks Monthly Gaming Reports Independent - Product purchase advice and planning Work History Gaming Manager – many clubs and hotels Product Manager – IGT and Aristocrat Gaming Consulting Marketing/Gaming Manager