There are few industries as competitive as the world of casinos. To the untrained eye, it may seem that every casino includes the same range of games and a similar all-round gaming experience. However, some casinos are remarkably successful while others are not. The very best casinos in the world manage to find an edge and here is how they do it.
For a start, there has to be an attitude which says that just like any business, the bottom line is very simply about increasing revenue. Of course, visiting the casino should be an all-round enjoyable experience for the customer. Yet, that is not the objective of the casino and if it is being visited by a string of satisfied customers who fail to spend money, then there is something not going quite right.
This revenue-oriented attitude needs to be instilled in all staff. That doesn’t mean that they should be ruthless or difficult with customers who could and possibly should be spending more. However, staff and especially the casino hosts must be business-savvy individuals. Casino staff are constantly interacting with customers and so the everyday decisions that they make have an impact on business. It is therefore crucial that each of these decisions is guided by the business interests of the casino. An obvious example is the comps policy. Complimentary services should be handed out on a selective basis and only when staff believes that it will produce a financial return, not because of personal preferences or considerations.
In fact, because casinos are a classic client-facing business, the staff are quite often the key to success. They must possess excellent communication skills and not only when talking with customers, but also on the phone and via e-mail. If they can use these skills to build relationships, then the casino is likely to reap the rewards. It is also important that staff are dressed to impress. Their appearance often determines the way in which customers interact with them and treat them. If you want staff to command the respect of players, then make sure that they look the part.
The exact same concept also works with online casinos. When you play live games at casino sites, you will find that the dealers are dressed in their very best evening wear. Even from the other side of a live stream, players tend to treat the staff and the casino as a truly professional enterprise. In addition, staff must also be able to absorb and learn from constructive criticism. This really is the only way for them to learn and those who find it too difficult to cope with are unlikely to improve.
Online casinos can be one in a dozen and standing out from the rest is imperative to grabbing the potential participant’s interest. Those who manage to be successful will go the extra mile to attract players and keep them on their site, rather than surfing away to a competitor. When you look at one of the more successful online ventures in this field, it’s easy to see how they provide a superior experience to the client. For example, special offers at Betsafe will provide welcome bonuses of 200 euros to new players. These small ‘investments’ pay off in the long run if the player stays on board and continues to deposit and play.
In addition to the professionals staffing the casino, a successful casino operation must also look beyond the gaming experience that it offers and consider alternative revenue streams too. Many casinos, especially those based in resorts can usually fall back on a number of revenue streams, whether it is a spa, entertainment shows or a retail park. Casinos, like all businesses must be careful not to rely too heavily on just one source of revenue, even if it is their core business.
Finally, all successful casinos must keep a close eye on their competitors. Work out how much money they are making, how many customers are walking through their doors and what they are doing well. Then, decide exactly how you can improve on what they offer and what value you can add to the services at your disposal.