1. Gaming Marketing

2. 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

3. 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”

4. 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

5. 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

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

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

8. 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

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

10. 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.

11. 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

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

13. 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

14. 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

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

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

17. 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

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

19. 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

20. 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

21. WHY DO CUSTOMERS LEAVE A COMPANY?

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

23. Justine Channing Available to complete: Gaming Floor Health Checks
Director and Co-Founder
Contact:
Director and Gaming Specialist
Contact:
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