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p34-36 spin3 27/10/08 09:25 Page 36
CUSTOMER RETENTION
wherever they find themselves.
Keeping customers engaged with your brand will
become increasingly hard as rising food and fuel
prices continue to eat into peoples’ disposable
income. Consequently, casinos need to make a
greater effort to bring their services to their
customers. Mobile gaming is perfect because it
provides easy access to customers who are able to
play without geographic or time restrictions. It’s a
great way to reach out to new consumers in a very
short time, with little risk and no requirement to
invest in additional infrastructure. They are able to
extend their brand beyond the geographical
restriction of the physical casino and literally put
their brand into the hands of their customers.
Retaining customers is an essential part of the long
term success of any business, and investing in mobile
technology is certainly one of the easiest and most
cost-efficient ways to achieve this goal. The truth is
that unless casinos innovate with new ways to engage
with their consumers, they will stay home.
prospect to land-based casinos looking at diversifying While electronic games today provide compelling,
into the interactive space. high quality game play that is as close to the real
games as is possible through an
Land-based casinos can use a mobile offering to interactive platform, the
actually bring players back to their tables. Using experience is totally
Spin3’s unique OnCash system, land-based casinos different. No mobile
can offer their players unique, graphics-rich casino phone will ever compete
style mobile games. Play-for-fun games are a great way or attempt to compete
to reach out to existing or potentially new customers with the flashy lights,
with fun and risk-free games. From here, the casinos razzamatazz and all-
can use this tool to keep their players engaged even round excitement of a
after their players leave the casino. Once a player land-based casino.
reaches a certain benchmark, say 1,000 points on a Far from casino
blackjack game for example, the player can be competition,
enticed back with a prize such as on a mobile gaming
complementary casino visit. While prizes could be services
much smaller, the important thing is that players will represent a
remain loyal to them. Alternatively, players can play- trump card for
for-real, purchasing mobile casino credits in cash and bricks and
claiming their mobile winnings in person; again mortar
growing the relationship between the casino and its casinos, at a
players. time when
trump
Branded mobile casinos can
cards are
sorely
provide a quick-fix between needed.
casino visits
No matter what prizes are up for grabs, a mobile
casino offering can play a central role in a customer
loyalty programme. This not only strengthens the
personal relationship customers have with the brand,
it builds loyalty and patronage. Branded mobile
casinos can provide players with a quick-fix between
casino visits, while the branding means that the
casino name is at the forefront of their minds,
36 NOVEMBER 2008
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