Inside Asian Gaming

IAG JAN 2022年1月 亞博匯 78 COLUMNISTS This asymmetry is worth the risk, as through a combination of behavior and the odds of the game, 75% of patrons lose to the house. While the pattern described above is consistent around the globe, we have noticed that high-frequency properties have less dramatic extreme wins and losses. BEHAVIORAL IMPLICATIONS Conventional wisdom in the industry is that hold is random and not the product of behaviors. In observing win rates and hold analytically, we have found that hold in particular is a choice. Specifically, we recommend that operators think through three fundamental decision points. FIRST: FOCUS ON THE RIGHT PLAYERS We have found that hold rates vary materially across segments in a consistent pattern which can be incorporated into marketing or operational initiatives. We have found that a small but meaningful segment of patrons are goal oriented. These players are often found on the mass floor in Macau. These patrons typically want to double their bankrolls and are willing to exhaust their bankroll to achieve this goal. Retooling marketing segmentation to focus on more hold-elastic patrons holds substantial promise. Likewise, some players take more propositional bets and passionately follow trends, whereas some players exercise strict money management. Bet tracking enables operators to distinguish between players by play pattern. In working with