Inside Asian Gaming

inside asian gaming January 2016 26 CASINO MARKETING Attracting a genuine gaming interest from multigenerational players is a valuable opportunity for properties to expand player demographics and retain loyal customers. According to the Las Vegas Review Journal , skill-based slot machine regulations were approved by Nevada and New Jersey. The technical standards for the games are still being decided. The new guidelines define a game of skill, a game of chance and a hybrid game that incorporates both elements. Most of the skill- based technology is found in common video games like the classic “Space Invaders” and social games, like the popular mobile- friendly “Angry Birds” and “Words with Friends.” Though skill-based gaming is still in its fledgling stages and will likely attract the younger generation, properties’ marketing tactics have the potential to draw the multigenerational audience. The Millennial player isn’t just interested in what the casino floor has to offer, but the property’s entire experience. Social media has allowed for properties to transmit its brand message in unprecedented ways. It is one of the most widely- used and continuously growing communication tools for personal relationships and businesses across the spectrum. Its ability to quickly reach audiences and deliver an exclusive concise message could be the difference when bringing new and loyal players to the casino floor, and must be embraced. As casinos explore brand messaging options, they have to consider where their messages are being received most frequently, and by whom. Naturally, the focus isn’t on one demographic, rather the spectrum of who is frequently crossing the casino’s threshold. To properly reach a broader range of demographics in an appealing way, video marketing integration with social media is a path increasingly traveled. Facebook is a reliable vehicle for brand messaging across all generational demographics. Whether the property is offering new gaming features, advertising competitive hotel rates or attracting players for poker tournaments; Facebook is a dependable social media site for engaging a multigenerational audience and motivating play. According to a study by the Pew Research Center, Facebook remains the most popular social media site today with 71 percent of Paul Gordon is Senior Vice President of Sales at Rymax Marketing Services, a full-service loyalty marketing provider that creates programs and events designed to drive ROI and increase player and employee retention through generationally segmented rewards. He can be reached at pgordon@rymaxinc.com . By Paul Gordon Skill and social appeal needed to attract loyal multigenerational players C lassic games remain a gaming staple for properties, but the tastes and style of the newer gamers has shifted in the last few years. According to recent studies, younger audiences prefer games similar to what they played as adolescents including Xbox, Playstation, mobile and PC games, which can often be found at the bar. The casino floors haven’t changed to keep up with the new generation just yet.