Casino July-Aug 08 P40-41 24/6/08 09:45 Page 40
DM PLAY
DMPlay
DM Play is an exciting – and fast – new way to market your casino
using direct mail from Perspektiv Marketing, a UK-based company. MD
Chris Arthur explains what it's all about.
I
magine being able to produce your own direct online tool that allows an online casino operator or a
mail shots in just a succession of clicks using a land-based casino operator to create direct mail
web-based interface. Imagine a web site that campaigns via the internet very quickly.
made this possible, backed by a direct mail The key element to DM Play software is it allows
company who specialise in such wish fulfillment, them to build into the direct mail piece a game, a
that could print and post your mailshot in a fraction scratch-off game that’s relevant, so it could be a
of the time you're used to. Now add a scratch-off poker game for example or a slot machine game or a
game where you choose the winning margins. Read roulette game. Within that they can control the value
on, and check out
www.dmplay.com when you're of the prize they get to put into the game and the
done… mail pack and the number of winners.
Mailshots are usually considered way in advance, It’s really about making the direct marketing, the
for a number of reasons. Print can be expensive, direct mail communication to casino members or
design can be painstaking, and it's often tied in to a bingo members far more interesting, relevant, fun and
long-term promotion, the budget for which was exciting. Say you ran a number of casinos or you had
agreed months ago. DM Play can potentially give an an online gaming site, you go to the DM Play software
operator the freedom to generate their own and there are some templates which are basically the
marketing material using their own template, and the layout of the mail piece. It could be a four-page A5
creators say it's cost-effective and very quick from template, that can be totally branded for the gaming
concept to completion. What's more, you can include company, the casino's brand. What they can do is tick
a promotional scratchcard-style game and set the a game they want to be in there, the game is a
prize split for your database – and all from your own scratch-off game so rather than saying 'come along
desk. Sound perfect? Managing Director Chris Arthur on such and such a night and we’ll give you five
explains more. pounds worth of free chips' it can be 'play this poker
game and you could win five pounds worth of free
Casino International: What's DM Play all about? chips if you come along next Wednesday – but you
Chris Arthur: DM Play is online software, it’s a might win a hundred pounds worth of free chips!'
direct marketing tool. We’ve been involved in direct The operator, using the software, uploads their
marketing and in particular direct mail, linked to the database of members they want to mail and they can
gaming industry; bingo casino and greyhound racing, determine the split within that database of how many
amusement arcades now for up to 12 years really. people they want to win a £5 prize, or a £10 prize, or
What we’ve identified is that a lot of direct mail is £100 prize. They can then key in their own text and
purely letters or post in effect they’ve created their own direct mail piece
cards that don’t that’s tailored to the recipient and they control the
really reflect the buzz
or experience you
get when you’re in a
casino, for example;
the casino
environment is quite
lively, it’s buzzing but
the communication
that can be sent out
by direct mail can be
quite flat and formal,
so we’ve created DM
Play which is an
40 JULY/AUGUST 2008
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