There’s no place like Vegas, baby! For decades, casinos have captivated, entertained, and prospered. People have flocked to casinos with the hope of winning “BIG”. In the United States, the relatively recent passing of online gambling in select states (Las Vegas, New Jersey, Delaware), has made gambling even more prevalent in the daily lives of Americans. For some, gambling on apps and websites is a 24/7 proposition.
It makes sense that many well-established New Jersey-based casinos have entered the online arena. Borgata, Tropicana, Resorts International, Golden Nugget…just to name a few. It’s a natural brand extension and a smart, supplemental revenue source. It’s time to craft a marketing strategy that will catapult growth to a completely new level. So the question is, “How can casinos effectively acquire new online users?“
One way to acquire new online users is to conduct in-casino promotions. Why not convert the casino floor into a place for marketing engagement whereby casino goers who already have a desire to gamble can have the opportunity to sign up for an online account? This “low hanging fruit” audience provides the perfect target for conversion to online casino players.
For casinos, onsite activation means setting aside a small area or areas, where an “experience” can be created using branded visuals/POP, “live” sales representatives, and a special in-casino promotional offer that will entice registrations. And the fact that there are typically no activation costs for casinos to self promote or established engagement, increases the odds of executing a successful program that delivers positive ROI.
Here are 4 components necessary to execute a successful in-casino activation program that drives new online users.
1) Branded Visuals
The branded visuals within the activation should be colorful and have vibrant images to create energy. In addition, the special in-casino sign up offer should be prominently displayed. A combination of a simple branded tablecloth, 6ft bannerstand and tabletop sign works well. The goal of the in-casino activation area is to attract prospects to the table to receive additional information and ultimately register for a new online casino account.
2) “Live” Sales Reps
It’s not enough to just have eye-catching visuals within the activation. To maximize results, use seasoned, well-trained sales representatives who receive incentive-based compensation. The key is to hire experienced sales personnel -- Brand Ambassadors or in-house employees will most likely not produce the same results. This model will result in heightened engagement, which ultimately translates into more new online casino registrants.
3) Exclusive In-Casino Promotional Offer
In-Casino players will be more likely to register for an online casino account onsite if a special “in-casino only” offer is created. Combining a “free play” amount with the distribution of a small promotional item will create enough perceived value for prospects to take the time to register for an new online casino account. In addition, a second offer can be created to encourage prospects to make deposits. This is where experienced sales reps can really make an impact on results.
4) Account Sign Up Process
To streamline the new online casino account registration process, technology such as laptops or ipads should be used to input customer information. A vanity promotional code can be used to track these new online casino registrations. This approach will also protect the privacy of credit card and social security information needed to open an account. Making the process easy and quick is essential for conversion.
Time to Grow Your Online User Base
With the right activation components, online casinos will be on the way to producing successful activation programs that can become important parts of the overall user acquisition marketing strategy.
And if the ROI of the in-casino efforts is positive, you may consider branching out to local events. While not all event attendees are guaranteed gamblers, certain demos can still be targeted and the results can be impactful.
Need help with your online casino user acquisition efforts? On The Avenue Marketing creates face-to-face event sales programs that drive customer acquisition. Contact us today for a free consultation. We'd love to hear from you!
Patty Sins has spent 30+ years producing, developing, and executing top quality, consumer-driven sales and marketing programs. She started her career as a promoter for the Ice Capades and the Harlem Globetrotters. From there, she went on to earn her MBA from Kellogg Graduate School of Management. She has held executive marketing positions at HBO, Fox News Channel, and CBS. In addition, Patty has worked on both the corporate and client sides of event sponsorship including programs with the NFL, NBA, MLB, NASCAR, The US Open, Sara Lee, AT&T, Procter & Gamble, Cadillac, and Target. In her spare time, Patty loves to listen to country music, watch NFL games, go on adventure trips, enjoy quality time with her kids, and walk her dog (the one and only Brando!).