Casino Operators Need To Promote Slot Machines To Increase GGR
Casino operators are always looking for new ways to increase their gross gaming revenues (GGR). Most of the major casino operators always look to implement big projects that cost a fortune in the hopes that it will create a new revenue stream and pump in more income.
Discussions held at the recent Casino Marketing & Technology Conference which took place at Caesar’s Palace saw some of the brightest minds in the industry share their ideas and strategies on what casino operators must do to increase their GGR.
Casino operators around the world tend to generate more than 50 percent of their GGR from slot machines. Hence, it makes business sense for casino operators to focus on this part of their business given the fact that it is their cash cow.
However, most casino operators tend to overlook the slot machine part of the business because they figure it is already working well and their attention needs to be diverted to other non-performing sectors of the casino industry.
Buddy Frank who serves as a principal consultant with Slot Strategies took an on-the-spot survey asking casino operators how many of them invested more than 50 percent of their time in promoting and advertising their slot machines. He wasn’t surprised to learn that the majority did not invest a lot of time or money in promoting their slot machines.
Frank said most operators invest heavily on expanding and upgrading their hotel rooms, convention centers and retail space which don’t really contribute anything significant when compared to slot machine revenue. Operators need to revaluate their priorities and push slot machines up to the top of their list.
New Slot Games Must Be Promoted
Slot developers keep releasing new games on a regular basis and these are usually added to the casino floor with little to no promotion. Hence, most slot players are kept in the dark as they have no idea which new games have been added and where they are located.
Profitable Customers owner Mary Loftness wants casino operators to work more closely with slot developers so they can develop a marketing package that will keep players updated and engaged with the latest slot games on the floor.
Loftness believes casino operators should start promoting new slot machine games in their advertising and marketing material as it will have a significant impact on their revenues.