Inside Asian Gaming

INSIDE ASIAN GAMING | December 2012 42 with more blackjack or pai gow tables during Vietnamese shows or special events, and vice versa for Chinese events. This is a subtle but effective way of increasing revenue from the tables during ethnic special events, but once again may require regulatory approval. Chinese and Vietnamese also have divergent preferences in terms of entertainment. Chinese players prefer to see headline, superstar entertainers from Hong Kong, Taiwan or China with a choreographed show of dancers, smoke machines and other lighting special effects. Vietnamese players, on the other hand, prefer a totally different evening out which normally consists of a variety show format that may include one or two top singers from Vietnam, three or four local Vietnamese singers and dancers followed by a comedian or two. It is also important to note that food plays a very important role in almost all Asian cultures. A common Asian greeting is to ask someone whether they have eaten rather than how they are feeling. Asian American baby boomers and generation X andY are up and coming new gaming market segments that have increasingly sophisticated dining tastes, and since they are well-traveled, they demand more choices and greater or unprofitable Asian marketing programs. And finally, remember, Asia is not Asia. You need to develop specifically-targeted strategies for each segment of the Asian market that you wish to target. Steve Karoul is a recognized casino consultant with 35 years of hands-on experience with the best casinos both in the US and internationally. He is also an authority on all aspects of casino marketing. Steve has lived in numerous countries and has conducted casino marketing activities in well over 100 countries around the world. He is an author, a lecturer and an educator who openly shares his ideas and thoughts with fellow industry executives, often drawing on his own hands- on experiences Telephone +(1-860) 536-1828 or skaroul@ comcast.net or see www.euroasiacasino.com A common Asian greeting is to ask someone whether they have eaten rather than how they are feeling. authenticity in their native cuisines. If you serve Asian food at your casino, make sure that you have it prepared properly; the more authentic the better. Perhaps that explains why Las Vegas has turned into such a food Mecca. One famous restaurant in Las Vegas named Tao reportedly generates well over US$50 million in revenue a year. Therefore, plan your Asian restaurants carefully both from the name of the restaurant to the menu offerings. Non-Asians love good Asian food too, so don’t be surprised if your Asian restaurants fill up quickly with other players. Asian celebrity chefs and food tastings are becoming popular new mini special events at many casinos around the world. One also needs to understand the basics of feng shui and know when to bring in a feng shui master to review your plans or your business operation. There is also a dark side of Asian casino marketing and therefore it is equally important to also understand how the Asian gangs or Triads can quietly infiltrate your property and prey upon your Asian customers with everything from loan sharking to extortion. Your staff needs to understand what to look for and notify the appropriate authorities to handle such potentially dangerous individuals. In summary, Asian casino marketing is not as simple as it sounds but it is also achievable with proper planning. Educating your staff in cultural awareness is very important. You must also recognize the needs of your existing players and be careful not to make them feel that you are suddenly ignoring them by over emphasizing your Asian marketing efforts. Measure results and track both your successes and failures. Learn from your mistakes. Monitor what your competitors are doing and do it better, but don’t fall into the trap of trying to imitate bad Steve Karoul FEATURES