Moving a Land-Based Casino Operation Online
Are you a land-based casino operation making the move online? Do you need honest, independent support to point you in the right direction?
The sectors of land-based casino and online casinos are completely different. We realise that business methods and practices that have gained success for hundreds of years in casino properties around the world cannot truly compare to the way we have conducted business in the online enviroment for little over a decade. As such, we have developed a new business, GameOn Consultants, that serves to transcend this gap to supply those land-based casinos and card rooms looking to make the giant leap online, with consultancy that hits the right notes to allow senior management at the organisation to make a success from a new iGaming venture.
Affiliates & Land-Based Casinos
Land-based casinos and card rooms will have used networks of local agents to bring players through their doors for years. This is the role of the affiliate summed up in the online space. The major difference is the slice of the pie that online affiliate takes home in comparison to those working the streets. Online affiliates working for the most successful iGaming operations will receive between 20 and 40 per cent of net revenue that a referred player generates for the casino or poker room, for the lifetime of the player. It is not unheard of for affiliates to consistently earn over 50 per cent for referrals in leading saturated markets. Competition has driven referral rates up and affiliate programs are more important than ever in the player acquisition chain.
One area that has yet to see much attention is how online affiliates and land-based agents receive credit for any player convergence to and from the cage or the online wallet. Revenue share percentages will be different, as will, on occasion, minimum playing age of players, with 18 tending to be the legal age limit online and many global casinos instigating a minimum age of 21.
Furthermore, tracking a land-based player's profit and loss, not to mention wagering habits, through the cage and recording it through a singular or multiple faceted reporting systems online is problematic, particularly for walk-in players not using a VIP or loyalty card. Before you even get to appropriately awarding affiliates and agents, identifying players, either online or in-house, who are casino group members elsewhere is a huge challenge. So what can be done about it?
GameOn Convergence
GameOn Affiliates is currently developing an online system to help land-based casinos overcome this problem and ensure that the convergence strategy they implement when moving online provides a fair solution to affiliates and allows them to use the wealth of information available from a player's journey online when it comes to activating them in-house, or vice-versa. Whilst the ways in which players are recruited online and offline are different, and what we can learn about their playing habits and triggers is so varied, the GameOn Convergence tool will allow those gaming operations making the move online or offline to combine this knowledge to achieve ground-breaking levels of success.
GameOn Consultants
GameOn Consultants provides gaming operations from all spheres and all markets with a vast array of consultancy services. To find out more about these services, please click the link below:
