opportunities in the casino & gaming market
DESCRIPTION
For most print service providers, their biggest challenge is identifying and capturing new clients--especially in this highly competitive marketplace. One often overlooked strategy is looking to vertical markets for new revenue opportunities. To better assess your capabilities to serve vertical markets, you need to first understand their behaviors and service needs. This presentation on the Casino and Gaming Market is part of a series of Presentations created to help you better understand, and target, many of the highest value verticals according to InfoTrends. Brought to you by Mohawk MakeReady, this presentation can be used for your internal training purposes.TRANSCRIPT
OPPORTUNITIES IN THE CASINO & GAMING MARKET
A vertical focus for approaching new clients
March 2014
2
The Market Defined
The casino and gaming market is made up of a variety of
establishments, including casinos, hotels, sports betting
establishments, bingo halls, floating casinos, restaurants, retail
shopping and other tourist attractions
March 2014 Source: InfoTrends 2012, AGA Survey of Casino Entertainment, 2013
ESTABLISHMENTS YOU’RE FAMILIAR WITH
3
Top Trends For This Market
• Casino revenue has recovered from post-2009 recession
• Stand-alone printed direct mail on the decrease BUT
• Acknowledged to drive traffic to online components
• Integrated cross-media campaigns on the rise
• Spending on mobile and social marketing on the rise
(seen as the two fastest growing channels)
• Data-driven marketing solutions to continue to play key
role in future
March 2014 Source: InfoTrends 2012, AGA Survey of Casino Entertainment, 2013
4
Profile of Casino Visitors
• More than one-third of US population visited a casino in 2012
• Young people, aged 21-35, had highest rate of casino visits
• 52% of casino visitors have completed college
• Roughly half of casino visitors have household income of over
$60,000
• Playing lottery (53%) and casino gambling (32%) were most popular
forms of gambling in 2012
• 9 out of 10 young adult casino visitors plan to return within next year
• 61% of casino visitors say slot machines are their favorite casino
game
March 2014 Source: InfoTrends 2012, AGA Survey of Casino Entertainment, 2013
5
Multi-Channel Marketing:Loyalty programs and campaigns to drive revenue & collect customer data
March 2014 Source: InfoTrends 2012, AGA Survey of Casino Entertainment, 2013
6
Did you know that 95% of casino marketers believe marketing
programs will change and develop in the coming 10-15
years, especially in regard to use of targeted cross-media
communications and understanding of player
behavior?
ACCORDING TO V12 GROUP
SOURCE: V12 GROUP, 2013, “NO LUCK REQUIRED, HOW THE RIGHT DATA CAN IMPROVE CASINO MARKETING CAMPAIGNS”
March 2014
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Casino and gaming establishments
have a wide variety of marketing
communication needs. All of these
needs provide a tangible opportunity
for your company’s services.
So, what are they producing?
• Cross media communications
• Data analytics and data
mining
• Direct mail
• Social Media Marketing
• Email & Mobile Marketing
March 2014 Source: InfoTrends 2012, AGA Survey of Casino Entertainment, 2013
8
Think Outside the Slots…
• In the casino and gaming industry, data is king!
• 67% of casinos use Player Club Cards, making data for
personalized print easily accessible
• There are opportunities to sell and support other activities
• 26% of casino visitors never or rarely gamble
• 69% of visitors eat at fine dining restaurants
• 55% of visitors see live entertainment
March 2014 Source: InfoTrends 2012, AGA Survey of Casino Entertainment, 2013
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One way to differentiate your company is to provide
unique materials that enable higher value printed
products to be created. Mohawk Specialty Digital
Substrates can help you provide this value to your
gaming customers.
Bringing More Value
March 2014
10
Wynn Las VegasLas Vegas, Nevada
Prairie Band Casino & ResortMayetta, Kansas
March 2014
DORIS YOUNG, CREATIVE DIRECTOR, WYNN LAS VEGAS
“Choosing the right paper accentuates your messages to the guest. It says you care.
Having something tangible in your hand that feels good, from the gift card, letter, invitation or marketing offer we send, holding it and touching it has a more lasting impression.
Print is not deleted from their mind as easily as a ‘click’.”
12
Prairie Band Casino & Resort
• Direct Mail targeting players who hadn’t visited
casino in 3 months
• Promotion: free night’s stay and free play offer
• Luggage tag was incorporated into design of mailer
(Helping recipient visualize themselves on trip)
• Results: 19% response rate, 80% lift in incremental
guests, 670% ROI
March 2014 Source: InfoTrends 2012
13
The casino and gaming market
provides many revenue opportunities
for you as a print service provider.
The opportunities include these key
products and services:
Why You Should Consider Pursuing this Market
• Database management
• Data-driven personalization
• Campaign management
• Cross-Media services
• High-quality digital print
March 2014 Source: InfoTrends 2012, AGA Survey of Casino Entertainment, 2013
April 11, 2023 14
Mohawk MakeReady
provides practical resources for digital
printing.
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