Inside Asian Gaming

INSIDE ASIAN GAMING | February 2012 36 Casino Marketing Making the Most of Marketing Sudhir H. Kalé discusses the key marketing challenges faced by the global casino industry in 2012 and beyond O utside Singapore andMacau, 2011was generally a tough year for the global casino industry, which saw lacklustre revenues, a reduction in margins, and a surge in player reinvestment percentages. Marketing professionals worldwide had to work extra hard to keep the casino floor busy and their jobs secure. This year could prove equally challenging for casino marketing folks, and competition within the industry could intensify as many state and provincial governments look to casinos as a means of generating badly needed tax revenues. To add to that pressure, the marketing function is being subjected to increasing scrutiny in the C-suite. Still, this could also be the year that casino marketing earns the respect it deserves. To establish their legitimacy within their organisations, casino marketing professionals need to address five important issues.