Recently, audio obtained by the Daily Caller shed light on some insider practices in the gambling industry, revealing how professionals utilize innovative technology and tailored strategies to keep gamblers engaged.
Recently, thousands of industry experts assembled at the Global Gaming Expo (G2E) in Las Vegas, spanning from September 28 to October 1. They delved into various topics like regulations, the workings of casinos, the experiences of gamblers, as well as new methods and technologies aimed at attracting and retaining first-time gamblers.
At apanel titled, “From First Play to VIP: Creating Loyalty That Lasts,” participants emphasized the significance of captivating gamblers during their initial casino visits. They discussed how mobile applications could reduce barriers and facilitate quicker access to cash, as per the audio clip shared by the Caller.
The revenue in casinos appears to be highly focused on a small group of gamblers, with just 5 to 10 percent of high-value players generating around 80 percent of total revenue, according to CC Griffus, who oversees iGaming and Sports Betting Operations at Soaring Eagle Casino & Resort in Michigan.
“Five to ten percent of your top players are driving about eighty [percent],” Griffus noted. “It’s crucial to keep those top tier players around. If they leave, it poses a serious issue, you know? We’re aiming to extract more… more from them too.”
Griffus highlighted the need for a solid first impression in casinos, stating that “every VIP starts as a new player.”
Kelly Koffler, a gambling influencer, and Josh Duffy, who co-created the Slotaholic channel, also participated in the panel. Neither Koffler nor Duffy provided comments after being contacted for their thoughts.
Duffy pointed out that making the casino experience feel like a “second home” for players is essential. “This could be their second home,” he remarked. “So, how do we ensure the environment is welcoming and enjoyable, something that makes them want to return?”
He added that casinos employ “free play” promotions to encourage more frequent visits. “Some places divide their free play offers into three parts each week,” he shared. “This is undoubtedly to entice players to come back more often.”
Koffler suggested that, to keep those struggling gamblers engaged, casinos need to provide more attractive reasons to remain on-site. “There are other attractions within the property,” she mentioned, explaining that added amenities can prevent guests from leaving early. “People shouldn’t feel like they want to head home just because they’re losing. Perhaps they’d rather visit the spa instead.”
The session also touched on various incentives that gambling venues could offer to attract players back, such as friendly hosts, complimentary drinks, and personalized loyalty programs.
Another tactic discussed involved the integration of cashless payment systems to lessen the barriers associated with financial transactions, such as avoiding fees at ATMs. Griffus pointed out how easy it is for gamblers to transfer money between their smartphones and gaming terminals, noting, “It’s kind of scary.”
During a separate panel on September 29, “What VIPs Actually Want From Your Platform,” industry figures like Steve Fezzik, a professional sports bettor, and Mike Lavin, a World Series of Poker champion, shared insights. Their discussions revealed how casinos and sportsbooks sometimes lead gamblers towards high-risk bets that could deplete their funds. They also acknowledged that casinos might focus on attracting less skilled players, often referred to as the “biggest fish,” through targeted incentives not available to better players.
Fezzik suggested that poker operations should encourage the weakest players to remain engaged in the gambling environment. Lavin, while hesitant to confirm specific tactics, mentioned that casino operators do present “selective bonus offers … to some players and not others” and acknowledged that part of what Fezzik claimed was indeed accurate.
He further cautioned against casinos nudging gamblers toward continuous wagering when the odds are severely unfavorable. In such cases, Fezzik remarked, it’s akin to trying to get “every ounce of blood from a turnip.”
