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Three ways casinos can help personalise the gaming experience of customers


7 Nov 2016

Casinos should always be looking at strategies that will help guests get more satisfaction from their visit, whether this be online or a journey to a land-based venue.

After all, a more satisfied customer ought to have a greater incentive to become a repeat visitor and having loyal brand advocates is among the cornerstones of a successful business.

It is widely accepted that people tend to be happier if granted the opportunity to make their own choices and so casinos which allow players to personalise their experiences should theoretically secure an advantage over those which don’t.

By personalising games and other elements of a casino visit, a person should both enjoy and interact with their experience to a higher level, but a significant amount of time will need to be invested by a casino in the first instance to ensure that they have visitors modelled as accurately as possible.

With this in mind, here are three tactics casinos could adopt to help make their products more tailored to players:

Personalised loyalty programmes

Everybody loves free stuff, whether it be an aperitif on the house following an expensive food order or a pack of tissues coming out of a train station on a cold day as a promotional activity.

This free stuff is even better when it is something that a person can actually make use of. Free goods are a way of showing gratitude and helping to establish and develop a relationship.

However, some of this appreciation can be unacknowledged if the goods or services being offered aren’t personable. For example, the last thing a man going bald will want is hair gel and a vegetarian won’t get much use from a packet of pork scratchings.

One of the frustrations created by betting companies in particular at present is that so-called rewards are not personalised. For example, a visitor may conduct 90% of their betting activity on horse racing, but when offered a free bet, it is only available on casino games.

The focus is on persuading customers to branch out with their betting activity, rather than boosting loyalty with something they actually want.

For casinos, customising a loyalty programme could involve the inclusion of a specific free drink known to be enjoyed by a player or offering two-for-one on chips if certain games are played in certain time slots.

However, players should be warned of the effect overindulging on alcohol could have on their gambling decisions. Whether drinking or not is the best game plan within a casino has been previously assessed here.

Game mechanics adaption

Having learnt a player’s desires, needs and preferences, a casino will know in strong detail their betting habits. For example, whether players are easily enticed by side-betting opportunities, whether they favour longer-priced betting opportunities over the more likely scenarios or whether they prefer faster-paced games.

For blackjack fans who like to get through deals quickly, giving them a more personable experience could involve playing with more decks of cards to reduce the need for frequent shuffles or guaranteeing them a table with minimal players.

Alternatively, for those who like to chase the bigger paydays, games could introduce additional rarely occurring side bets.

An example could be a roulette player who, like some National Lottery players, continuously bets on the same selection of obscure numbers for reasons such as they represent the birthdays of family members.

If a roulette player decides to bet on 6, 19 and 29 on every spin, there is currently no way of clubbing these numbers together in any sort of multiple. They can only be bet on as single numbers.

However, a casino could provide set odds on this treble to increase a players total betting spend.

Staff choosing

People tend to be more comfortable and relaxed around a recognisable face – they may regularly target the same member of till staff in a supermarket, the same cashier in a bank or same member of bar staff when enjoying a night down the local.

This familiarity makes a visit more personable, where a relationship previously established makes conversation easier and an expected level of service guaranteed.

There is no reason such a process shouldn’t translate to a casino experience, whether in a land-based venue or in choosing a particular live dealer online. Players may prefer a certain dealer because of their perceived attractiveness, personality, willingness to talk or even the mechanics of the way they actually deal cards at the tables.

Players could be sent messages via email or text saying when their favoured dealer is due to work in the coming days, which may encourage them to visit a casino when they weren’t initially planning to.