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CUSTOMER RETENTION
Beyond these
four walls
A mobile perspective on casino customer retention by Matti Zinder, head
of leading provider of advanced mobile casino systems, Spin
3
Matti
Zinder
T
hings haven’t been easy for the global It’s hard to remember a time when customer
gambling industry. The UK Government retention has been harder for casinos. Despite this,
recently abandoned the creation of the casinos have always shown great initiative in their
much-anticipated “super casinos” after a customer retention strategies. “Complimentary” is a
great deal of public debate. Then came the word the industry has taken to its heart, with free
current global economic crisis – which is still to hotel rooms, drinks and entertainment provided to
reveal its full impact. When Las Vegas, the world’s keep customers happy and playing. The more time
gambling Mecca, suffers a five percent fall in visitors and money a player spends in a casino, the more
and Macau follows suit, you can be sure the wider perks they’ll receive. As the internet has emerged,
industry is facing hard times ahead. online casinos have taken on this mantle
implementing popular and innovative strategies such
The current economic situation comes on the back as member competitions, special offers, loyalty
of a purple patch for the global gambling industry. bonuses as well as value-added services such as
Gambling’s popularity has reached new heights in newsletters and other relevant content. Loyalty and
recent years. Casinos in particular have become VIP schemes have become a key differentiator or
plentiful, appearing everywhere from hotels and marketing tool, especially online, as users will often
sports stadiums to the high street. While such an select a casino on the basis of the formal scheme or
abundance of choice of gambling outlets is great that month’s new player rewards.
news for the consumer, it represents a clear problem
for casinos. When money’s tight and the competition While bricks and mortar casinos consider loyalty to
is on their doorstep, retaining customers is crucial if be a number one priority, many have yet to embrace
casinos are to stay ahead of their rivals. some of the newer, interactive means of retaining
their valued customers, such as through the mobile
TOP TIPS for a winning
T
he success of a mobile casino – more than any that have been designed for your audience. We have
other platform – is determined by the strength seen that Pub Fruity, a pub slot game, and Scratch ‘n’
of its relationship with its customers. Matti Score, a football-themed scratch card game have
Zinder offers some tips for land-based casinos proved popular with UK players for example.
looking to enter the market.
2. Acquisition is only 20% of the game... you
1. Offer the hottest games around have to retain customers as well
The simplest tips are often the best. If you offer the Customer loyalty at a mobile casino can translate to
coolest and most entertaining games, you’re off to the the tables of your casino.
best possible start. Poker and Blackjack are classic The secret to retaining mobile customers is to utilise
games but why not offer something a little special? the platform to its fullest. A powerful back office
Offer a variety of advanced and entertaining games system will enable operators to understand the gender,
34 NOVEMBER 2008
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