Inside Asian Gaming

IAG AUG 2020年8月 亞博匯 46 COLUMNISTS The strategy in this segment requires a leap of faith: loyal patrons have less upside so it’s better to reinvest in disloyal patrons until loyal patrons show signs of waning. Consequently, the key to success in this segment is active monitoring of loyal patrons and developing offers to incentivize disloyal patrons to become more regular visitors. We worked recently with a casino in Asia to develop disloyal visitation offers which are delivering a +30% lift over previous offers. EXHIBIT 2 圖表二 到訪模式和每日消費 VISITATION PATTERN AND DAILY SPEND (ADT) 忠誠賭客例子 LOYAL PLAYER EXAMPLE 每日消費 (港元) SPEND PER DAY /ADT (HK$) 一月JAN 二月FEB 三月MAR 四月 APR 五月MAY 六月 JUN 七月 JUL 八月AUG 九月SEP 十月 OCT 十一月 NOV 十二月DEC REACTIVATE DEFECTORS WHO ARE NOW PLAYING EXCLUSIVELY ELSEWHERE Reactivation programs typically are low ROI except for patrons who are defectors. Defectors are still active but only play with a competitor. They can often be reactivated versus dormant patrons who are no longer active gamers with anyone and are challenging to reactivate. Parsing decliners from dormant patrons requires understanding how these patrons lapsed. We have found that patrons who stop playing abruptly are more likely to be reactivated than patrons who burn out slowly (see Exhibit 3). 星期日 SUNDAY 星期一 MONDAY 星期二 TUESDAY 星期三 WEDNESDAY 星期四 THURSDAY 星期五 FRIDAY 星期六 SATURDAY 星期日 SUNDAY 星期一 MONDAY 星期二 TUESDAY 星期三 WEDNESDAY 星期四 THURSDAY 星期五 FRIDAY 星期六 SATURDAY 星期日 SUNDAY 星期一 MONDAY 星期二 TUESDAY 星期三 WEDNESDAY 星期四 THURSDAY 星期五 FRIDAY 星期六 SATURDAY