Opportunities in the Casino & Gaming Market

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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.

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  • 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 Presentationscreated to help you better understand, and target, manyof the highest value verticals according to InfoTrends.Let’s get started. Do you have any casino and gaming clients in your portfolio? If not, you may be missing out. 48 states have some form of legal gaming, and according to the 2010 US Census, the commercial casino sector comprises nearly 500 casino firms, employing more than 300,000 employees. This is a vastly growing industry, with 2012 marking three consecutive years of increased revenue growth, as well as the second-highest revenue year in casino history. 15 of the 22 states that had commercial casinos operating in 2011 experienced gross gaming revenue increases in 2012. The largest increases (Kansas, +603.7%; Maryland, +142.6%; Maine, +66.9%; and New York, +43.1%) can be attributed to the opening of new casinos. The perception of casino gambling is also becoming more acceptable in the eyes of the American public, as a 2013 public opinion polling found that 85% believe gambling to be acceptable for themselves or others. Overall acceptability was over 80% for all age groups.Brought to you by Mohawk MakeReady, this presentation can be used for your internal training purposes.
  • The commercial casino and gaming market comprises establishments that house gambling facilities, that typically include banked games, table wagering games, slot machines and sports betting. Some establishments, such as hotels, provide lodging and other amenities:Industry Segments (NAICS 713200)Gambling Industry (Casinos, except Casino Hotels)Industry Segments (NAICS 721120)Casino HotelsMakeReady Tip: Take a look in your local area and see if there is a casino and gaming establishment to approach with your services.
  • Understanding the current and upcoming trends for a particular market can help give you insight on activities that may influence their decision to bring on a new vendor. According to 2013 Survey of Casino Entertainment, 48 states have some form of legalized gambling and gaming, with 22 states having commercial casinos in place. Opportunities to bring solutions to the table are available.A study by InfoTrends reports that while stand-alone, printed direct mail is on the decline, integrated cross-media campaigns are more important than ever before. However, print still plays a key role as campaigns helps drive mobile and social traffic. Studies by Global Gaming Expo show that 95% of casino marketers believe marketing programs will change and develop in the coming 10-15 years, especially in regards to better understanding player behavior and tendencies and using that data in digital marketing communications. MakeReady Tip: Take time to understand where that market is going. It will help you be perceived as intelligent and cognizant of shifts in the market, ultimately providing you with new opportunities to better serve your clients.
  • National public survey was conducted on Americans who had visited a casino within the past year (notable results displayed in slide above).MakeReady Tip: Take time to understand your target market. It will help you be perceived as intelligent and cognizant of shifts in the market, ultimately providing you with new opportunities to better serve your clients.
  • Like any other organizations, the casino and gaming segment faces many challenges that ultimately provide opportunities for print service providers. One of these challenges include reaching and connecting with prospective and current visitors in a world with more channels than ever before. Multi-channel marketing methods represent an opportunity for print and marketing service providers to help the gaming industry extend its communication strategy across multiple channels. Service providers can assist the gaming industry by offering a variety of services, ranging from creation and execution of cross-channel campaigns, to promotion and results tracking. Analyzing and leveraging customer data to create marketing loyalty programs is also a key growth area. InfoTrends found that 67% of surveyed casinos capture and store this data, making it readily available. Additionally, driving non-gambling revenue is also a key area of consideration.
  • Studies by Global Gaming Expo show that 77% of casino marketers feel advancements in the past 10-15 years have dramatically altered the way they interact with customers, and 95% believe marketing programs will change and develop in the coming 10-15 years, especially in regards to better understanding player behavior and tendencies and using that data in digital marketing communications. MakeReady Tip: Sell the value of personalization while focusing on promotional and data-acquisition applications.
  • Casino and gaming establishments have a wide variety of marketing communications needs. All of these needs provide a tangible opportunity for your company’s services. Here is a list of some of the most common uses as determined by a recent InfoTrends study.Top 5 Marketing Channel ImportanceWebsite (84%)Kiosks displaying players’ club services (80%)Direct mail (69%)New media advertising (via mobile) (57%)Traditional advertisements (53%)
  • When developing cross-channel marketing campaigns, it’s important to think outside the slots…or box!In this industry, data is readily available. Player history is typically tracked through player club cards, making it possible for campaigns to be created to specifically segment and target individuals. These personalized communications can be extremely valuable in driving revenue for casinos.It’s also important to look at the other activities casino visitors participate in. Not everyone gambles! In fact, over a quarter of casino visitors never or rarely ever gamble. However, many visit nearby attractions, dine in restaurants, and see live entertainment. Even if your recipient isn’t spending money on the slots, there are plenty of opportunities to entice them to spend elsewhere.
  • How can your printing business capture some of this business? You need to bring something more than just your capabilities. You need to bring value. One way to differentiate your company is to provide unique materials that enable higher value printed products to be created. Let’s take a look at how Mohawk Specialty Digital Substrates can help you provide this value to your education customers.We discussed printed direct mail and signage as a type of print collateral being produced by some gaming organizations. Here are some specific examples of how new Mohawk Specialty Digital Substrates can be used for this type of application and environment.Synthetic Materials - Choose any of the moisture, wear resistant RigidViynlor Alcohol Resistant Premium Polyester sheets for durable menus at casino restaurants.Pressure Sensitive Materials - Use Pressure Sensitive materials to create attention-grabbing campaign mailers and luggage tags enticing recipients to envision their next trip to your gaming facility.Magnetic Materials - Score big points with magnetic materials! Create promotional magnets encouraging recipients to display free gaming plays or the latest deals on their refrigerator at home. Embedded Card Materials - Use these materials for player club card campaigns, discount cards or membership incentives.Mohawk Synthetic Materials are designed for the entire range of digital color production presses including those using high heat to fuse toner as well as HP Indigo ElectroInk.For more information, visit www.mohawkconnects.com
  • Now that we’ve discussed tangible applications to sell into this market, let’s take a look at two specific customer case studies.Wynn Las Vegas in Las Vegas, Nevada was looking to engage a guest’s sense of touch by elevating in-room menus to a premium textured paper. They understand the association between touch and materials and the message premium materials conveys to guests.Prairie Band Casino & Resort in Mayetta, Kansas was looking to target customers that had not visited the casino in the past three months.
  • The gaming/hospitality vertical often engages in a form of marketing called sensory branding. This is where senses are engaged, including the sense of touch referred to in the scientific community as “haptics”. Guests find the lobby with music & scents in the air. Rooms with linens and products. Think of all the materials that direct and support a guest’s experience while dining, in-room or using services like the spa.The Wynn Resorts is a long time Mohawk customer who understands this association to touch and the materials they use to support this experience. Legendary Mohawk Superfine is key element in their brand standard guidelines. But don’t take our word for it (read quote from Doris Young).The Wynn utilizes many online and offline marketing channels – but it is print that they use to drive action across all platforms. The Wynn knows that better materials equal better results due to the constant testing that is done with all marketing materials (Smooth vs. eggshell finish, etc. Rounded corners, etc.). A dramatic menu redesign for their in-room dining had to elicit touch and convey the luxurious dining experience the guest was about to experience. It is all about integration and effectiveness.
  • To target their audience and drive revenue among past visitors who hadn’t been to the casino in at least 3 months, Prairie Band Casino & Resort worked with a print service provider to create a direct mail piece. Included was a promotion for a free night’s stay and a free play offer at the casino. Also incorporated into the mailer was a luggage tag, allowing the recipient to move one step closer to envisioning their retreat. As a result, the campaign generated a 19% response rate with an 80% increase in incremental guests, which resulted in a ROI of 670%.
  • The casino and gaming market provides numerous revenue opportunities for you to capture. It really boils down to your ability to develop data-driven marketing solutions that help casinos market gaming and non-gaming services. This can take the form of: Database management Data-driven personalization Campaign management Cross-Media services High-quality digital print Printed Direct Mail helps drive traffic to mobile and social platforms, but it is critical for solutions to be highly interactive and creative. Helping bridge the gap between print and digital is a trend gaming facilities will continue to look to, especially as spending for mobile and social is on the rise.
  • Digital printing is changing…and fast. That’s why we created Mohawk MakeReady. A go-to place for guidance, insights and tools to keep you prepared for what’s next.There’s a reason we named this service MakeReady … a little irony, too. Taking a familiar industry term in a new direction, Mohawk MakeReady offers ways for you to make more efficient use of your time, material, people and entrepreneurial energy. To grow your digital printing business, you need to be prepared — with practical information and tools — so your team can implement best business practices, craft effective sales strategies, and create opportunities to use and promote new high-value products.That’s what you’ll find here: an ever-expanding site, rich with content built on the experiences of digital printers like you. With content simply organized by relevant topic or type, it’s easy to find what you’re looking for.As a leading manufacturer of digital paper and substrates, Mohawk brings you practical wisdom gained from our decades of experience. With how-to articles on marketing your business, videos on topics like web-to-print solutions, and presentations showcasing how to identify sales opportunities. All strategies you can put to work today.Talk to us. Let us know what’s on your mind. Mohawk MakeReady. Dedicated to making you ready for the exciting future ahead.
  • Opportunities in the Casino & Gaming Market

    1. 1. OPPORTUNITIES IN THE CASINO & GAMING MARKET A vertical focus for approaching new clients March 2014
    2. 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 2 ESTABLISHMENTS YOU’RE FAMILIAR WITH
    3. 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 3March 2014 Source: InfoTrends 2012, AGA Survey of Casino Entertainment, 2013
    4. 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 4March 2014 Source: InfoTrends 2012, AGA Survey of Casino Entertainment, 2013
    5. 5. 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. 6. 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
    7. 7. 7 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. 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 8March 2014 Source: InfoTrends 2012, AGA Survey of Casino Entertainment, 2013
    9. 9. 9 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. 10. 10 Wynn Las Vegas Las Vegas, Nevada Prairie Band Casino & Resort Mayetta, Kansas March 2014
    11. 11. 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. 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 12March 2014 Source: InfoTrends 2012
    13. 13. 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
    14. 14. March 27, 2014 14 Mohawk MakeReady provides practical resources for digital printing. WE CAN HELP VISIT MOHAWKMAKEREADY.COM FOR MORE TOOLS & TO JOIN THE COMMUNITY

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