Tuesday, February 17, 2009

Casinos Look For ROI In Downturn

February 16, 2009: from DMNews -- Facing record decline, many in the casi­no and gambling industry are turning to direct marketing in hopes of winning big. Big Las Vegas hotels, including Harrah's and MGM Grand, have dropped their room rates and are offering all-inclusive packages to drive traffic in their casinos and get cus­tomers to gamble.

In a February report, market analyst Fitch Ratings said gaming had historic declines in the last four months of 2008 - down 3.5%. The firm predicted no significant recovery until 2010.

"It is not that people aren't coming, it's that they are not playing as much," said Jack Breslin, SVP of marketing for GA Wright Casino Marketing, an agency that works in the casino industry. "Casinos are keeping a close eye on ROI, and as such they are focusing on direct mar­keting programs because [they are] measur­able," he added. "They are really scrutinizing their programs closely and offering things like midweek room deals, food offers and packages to keep people coming in to play in the casino, especially the top players who drive most of their revenue."

Mohegan Sun, a Connecticut-based Native American gaming and entertainment center, headlined its latest push, "Stimulus, Recovery and Rebound." Its direct marketing, which includes rich media banners, direct mail and e-mail, focuses around the casino's hotel package deals. Special messaging about earning or spending points for hotel stays are being pushed out to the loyalty members.

The Silver Legacy in Reno, NV, is run­ning a new promotion for 2009 in hopes of driving traffic. The effort is centered around the "All-New Million Dollar Weekends of Winners (WOW)" promotion, in which players are entered to win a grand prize of $20,000 per weekend by gaming. The contest kicks off on February 16 and, to promote its opening weekend, there will be a $40,000 giveaway.

Full story at: http://tinyurl.com/bbxw9d

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