Inside Asian Gaming

IAG AUG 2020年8月 亞博匯 45 專欄 TAKE CONSOLIDATED DISLOYAL PATRONS FIRST These patrons are active but mostly play elsewhere and by extension only show us part of their wallet. Consolidating these patrons’ trips is often the lowest hanging fruit. These patrons have an indelible play pattern which is characterized by the vagaries in their behavior (see Exhibit 1). For instance, the two players in Exhibit 1 have the same daily spend (ADT) but player two is clearly non-loyal: he visits irregularly and varies his spend per day substantially. Consequently, we likely have significantly more upside with the disloyal player. For instance, based on this player’s intermittent visitation pattern, converting them from disloyal to loyal (and thus consolidating their trips) would increase annual visitation from 6.9x per year to 14x per year. Likewise, we are probably getting the second bite at this player’s wallet and they are likely worth HK$10,000 per day, not the observed HK$4,440. Consequently, we are advising properties to target these disloyal patrons aggressively in their reopening marketing, as consolidating these patrons will lead to share gains. Finding these players is fairly easy by looking at a patron’s variation in behavior versus their averages (as in Exhibit 1). We have had the best results by first segmenting patrons into like groups (using statistical segmentation) and then running this comparison within each segment independently. 首先是鞏固任意的賭客 這些賭客很活躍，但大多在其他賭場玩樂，只為我們貢獻了 其少部分的金錢。要鞏固這些賭客可能是最容易的結果，這些賭 客有著一個難以磨滅的賭博模式，從其反覆無常的行為可見一斑 （見圖表一）。 例如，圖表一的兩位賭客雖然有著相同的每日支出，但第二 個賭客顯然是不忠誠的：他不定期到訪，且每天花費大不相同。因 此，我們或可從不忠實賭客的身上獲得更多利益。例如，根據該賭 客的間歇性拜訪模式，將他們由不忠誠轉變為忠誠，從而鞏固其 拜訪次數，將其每年的拜訪次數從每年6.9次增加到每年14次。 同樣地，我們能夠從該賭客身上再獲收益，其每天支出可能 為1萬港元，而不是所觀察到的4440港元。 所以，我們建議賭場在重新恢復營業及推廣時，積極地針對 這些不忠誠的賭客，因為這些賭客有很大的上升空間。 要找到這 些賭客是相對地容易，只要查看賭客的行為與其平均水平的差異 （如圖表一所示）。 首先使用統計細分法將這些賭客分組，然後在每個細分中獨 立地進行比較，我們可從中得到最佳結果。 We think operators can reduce reinvestment while gaining market share by getting more strategic and segmented in their thinking and leveraging analytics more deeply. 我們認為賭場營運商可通過更深入細心的策略 思維以及更深入的數據分析，減少再投資的同 時，搶佔市場份額。