On line casino advertising recommendation from a VIP participant — CDC Gaming

I’ve identified numerous VIP gamers in my 50 years within the on line casino trade. Most of them, I met in my roles as a on line casino government or guide. Some of them, I met once I was a on line casino participant myself; at numerous locations and numerous instances, I’ve been awarded numerous ranges of a VIP on line casino buyer. That doesn’t come cheaply.

I contemplate a pair hundred of those VIP gamers to be associates and a dozen or so I keep involved with considerably repeatedly. A small handful of this group I’d name “trusted advisors” primarily based on their enterprise acumen, breadth of expertise as a VIP on line casino participant, and talent to provide candid insightful and beneficial suggestions.

Which leads me to “George” (not his actual title).

George has been a good friend of mine for over 20 years and a VIP participant for longer than that. I had dinner with him once we had been in the identical metropolis not too long ago and it was good to catch up after not seeing him for just a few years. George is my most educated and trusted “VIP casino customer advisor.”

While George and I had been chatting and I used to be sharing what I’d been as much as not too long ago, it occurred to me that George would make for a fantastic column on VIP on line casino advertising!

So I requested George if I may interview him on his lifelong expertise as a VIP and use it in my CDC Gaming column. He graciously agreed and requested solely that I not use his actual title or point out any particular casinos. He’s under no circumstances a bonus participant, however I assume he doesn’t wish to probably publicly disparage any of the casinos that he nonetheless frequents.

So right here’s the condensed model from that pleasant hour I spent with George, the VIP Player. He didn’t maintain again. And you must pay shut consideration to what he needed to say.

Dennis Conrad: Thanks for doing this, George. I owe you one.

George: No downside, Dennis, my pleasure. I do know you’ve all the time had the very best pursuits of the very best gamers at coronary heart.

DC: Thank you, that’s very variety. Let’s begin out by describing your background and what sort of a VIP on line casino participant you’re.

George: Sure. As you understand, I journey loads in my work and playing is my favourite pastime. In the 20 years that I’ve identified you, I’ve been to over 100 casinos of every kind, principally within the United States, however a number of in Canada and some in Europe and Asia. My playing price range is $1,000-$2,000 a month (some months I spend extra). That quantity definitely doesn’t permit me to be a VIP at 100 casinos, however I’m often an upper-tier participant at two or three of them at anybody time and I’m usually a top-tier participant at one on line casino in my hometown. I wish to play blackjack, craps, and video poker. I’ll play a bit little bit of slots once I’ve been successful and don’t thoughts blowing a bit bit again whereas taking part in subsequent to my spouse. She joins me on the on line casino often once I’m on the town or when she accompanies me on a visit. I incessantly use the resort, eating places and bars at casinos and infrequently the spa if they’ve one.

DC: Do you have got an government host at any of those casinos and what do you consider the host service for VIP gamers?

George: Except in my hometown on line casino, I haven’t had a lot event to make the most of a bunch, both as a result of I don’t want a lot of what a bunch does for gamers or as a result of I go to these casinos so occasionally. And I’ve by no means ever requested to have a bunch. But I can’t inform you the good many instances I’ve been “awarded” a bunch, who then begins to contact me repeatedly for every kind of causes, principally to get me to return again and spend extra money. And that’s my first piece of recommendation for advertising administrators and host managers. You ought to all the time ask the participant first if they want a bunch and if it’s OK for them to contact you.

DC: It sounds such as you’re not enamored with the entire host equipment.

George: Don’t get me improper. I’ve met some hosts who’re nice individuals and terrific at what they do. But a while in the past, I found that hosts are paid and given bonuses on their capacity to get VIPs to return in and spend extra money. Not solely does that appear like a battle of curiosity and make it seem that the hosts might not have the VIP participant’s finest curiosity at coronary heart, however it by no means looks like hosts ever ask if a VIP desires to spend extra money at a on line casino and even can afford to. It additionally creates some conditions that I simply don’t like. For occasion, I’ve had hosts contact me after they’re making an attempt to fill a present on the on line casino. I’m typically informed they solely have eight VIP tickets left, however they’ll maintain two for me if I can commit now. I’ve truly finished that (once I was a fan of the entertainer), however didn’t prefer it once I went to the present and it was solely 80% full and the VIP part had scores of empty seats. I felt that I’d been robust armed and hustled.

DC: What about different points of the VIP participant’s expertise?

George: Well, most casinos now execute VIP parking fairly properly, having it handy and near the on line casino entrance. The solely points I often see with VIP parking are when there’s not sufficient of it, or it’s not patrolled properly sufficient so non-VIPs begin to use it, or the easiest parking spots (which needs to be VIP participant parking) are used for on line casino, regulatory, or company executives. Not look. I do like the flexibility to show my collected VIP comps into free play within the on line casino and plenty of locations now permit that. I just like the VIP occasions the place gamers are hosted at personal dinners, occasions, and tournaments, not solely by the manager hosts themselves, but in addition by different members of administration. It says loads that they’re keen to spend time with dwelling respiratory VIPs, particularly in the event that they don’t thoughts (and even invite) these gamers bending their ear. I did just like the VIP lounges that sprouted up at might casinos (typically in a gaming space, typically not), the place VIPs may have some complimentary drinks or appetizers. But now these lounges have both been eliminated, had hours diminished, or have made the free meals and beverage choices so weak that VIPs now really feel a bit insulted by them. That’s an space {that a} on line casino ought to attempt to get proper, as a result of VIP gamers actually prefer it.

DC: Are there different issues that advertising and host departments needs to be being attentive to?

George: Well, listed below are just a few off the highest of my head.

When a participant strikes down in VIP standing, don’t insult them with low cost affords. If I’ve been receiving a $100 month-to-month free play provide and now it’s solely $5 month-to-month, I’m positive that received’t get me (or anybody else) to return in. I do know my play might have declined or disappeared utterly, however does anybody know my circumstances? Maybe I’ve taken an extended trip or a break from playing. Or worse, I’m now taking part in with a competitor. I’d suppose you’d wish to know that earlier than you make an affordable provide to a VIP.

When a on line casino has a VIP resort reservation line or a VIP line at numerous shops within the on line casino (eating places, gamers membership, resort check-in, and so forth.), please make certain it truly is a VIP expertise. Too usually, it doesn’t really feel particular in any respect.

Just a few extra issues with hosts. Hosts needs to be educated to not interrupt VIPs whereas they’re taking part in or no less than proven when and the way they need to try this. Hosts ought to all the time converse to VIPs in simply understood language — VIPs don’t all the time “get” issues like “theoretical worth,” “tier level benefits,” “average daily trip worth,” and different “inside baseball” language. A VIP participant ought to by no means get completely different solutions from completely different hosts, however now it occurs too incessantly.

DC: Any remaining ideas, George?

George: Only two. Stop sending me VIP communications on the “new and improved players club” when the one factor new is that participant advantages have been diminished. And second, please eliminate the time period “player development.” I’m a participant, however I don’t wish to be “developed,” thanks very a lot. I can try this myself. Host me, however don’t develop me.

DC: Thanks, George. We’ll have to do that once more and you’ll inform me what you actually suppose.