Inside Asian Gaming

IAG JUL 2022年7月 亞博匯 90 T he COVID-19 pandemic has brought about a tectonic shift in people’s attitudes, preferences, behaviors and purchases. The gaming industry has not been immune to these changes. Because of casino closures all over the world and restricted mobility of gaming customers, market dynamics of the industry have changed drastically. Once “loyal” customers are now experimentingwith other brands or looking at other platforms on which to gamble. The customer mindset has changed, and casino operators need to pivot their marketing strategies accordingly if they are to retain their existing customers and attract new ones. One of the casualties of the pandemic has been an eroded customer loyalty. A McKinsey report found that more than 75% of consumers have tried new brands or places to shop and altered their methods of shopping during the pandemic. One way to rekindle the spark between the casino and its customers is through brand positioning. COLUMNISTS