Big-name operators have the benefit of seamless integration into their existing rewards systems , which have been around for years and often encompass properties around the world , not just singular locations .
Going the Extra Mile
Big-name operators have the benefit of seamless integration into their existing rewards systems , which have been around for years and often encompass properties around the world , not just singular locations .
Chicagoland .
According to Sandau , Agua Caliente ’ s three locations in Rancho Mirage , Palm Springs and Cathedral City “ still get a decent tournament draw , and there are players who want to play just tournament play only .”
He says the tournament demographic is “ just a different animal ” than casual players , in the sense that most tournament players are very businesslike when it comes to their bankroll and time , and it ’ s best to let them be rather than push them too far and risk losing them altogether .
As opposed to other , simpler games like blackjack , poker players are often very particular about what they like and dislike , and as Dalton says , “ you have to understand these players — don ’ t try to fight their fickleness , just try to understand it .”
Of course , that ’ s not to say that bigger markets can ’ t play their part , too . MGM has also emerged as one of the game ’ s biggest proponents in recent years , and Sean McCormack , director of poker operations at Aria Resort and Casino in Las Vegas , is excited for the future of the game , especially with regards to the expansion of BetMGM-sponsored events .
“ We just concluded our first of many BetMGM / Aria poker tournaments ,” says McCormack . “ BetMGM ran qualifiers on its site with the opportunity to win a travel and lodging package , inclusive of buy-in ($ 3,500 ), for our milliondollar guaranteed prize pool event . I ’ ve been in the business 20 years and usually know a number of players at these buy-in levels . It was refreshing to see new qualifiers for this event while giving us the chance to cultivate online and live action .”
McCormack says the event hosted over 300 players , and overall , “ feedback was extremely positive , and I see a lot of opportunities for growth not only at Aria but our sister properties as well .”
Twenty years ago , a large percentage of players engaged in both live play and tournaments , but as time went on , the two factions slowly separated , and it ’ s important to keep both alive in order to cater to all types of players .
“ In the early 2000s ,” McCormack says , “ the player bases were very integrated between cash and tournament players ; today , most are in one camp or the other , although we do still see some crossover .” In some ways , the gradual decline in poker rooms overall throughout the city has been good for those who have managed to hold on thus far , and he believes that “ having fewer rooms has now strengthened business for the remaining rooms who , more recently , are seeing record turnouts .
“ I believe we will continue to see growth in the rooms that are currently open , by adding tables , events and staffing over the next 12-18 months .” Everything about the game lends itself to patience , both for players and operators .
Going the Extra Mile
As gaming becomes more accessible around the country seemingly by the day , player retention becomes a top priority , especially for poker . That means operators have to find ways to include the game in their ever-expanding suite of promotions and player rewards , because players , despite how fickle they may be , will always gravitate toward the best incentives — they want to know that they have a seat at the table alongside slot players , crap shooters and sports bettors alike .
“ A lot of players who come to play in my room , they like the promotional aspect of playing a live game ,” says Sandau . “ So on any given day , there are different hands that they can make to make progressive payouts and promotional payouts … They want the promotional draws , and our players do gravitate to when we offer promotions , which we do most all the time . That ’ s a draw that brings them in the building .”
Conversely , big-name operators have the benefit of seamless integration into their existing rewards systems , which have been around for years and often encompass properties around the world , not just singular locations . Stewart notes that “ every participant in the World Series of Poker gets the same Caesars Rewards as they would for any other activity at Caesars resorts ,” which is extremely convenient , and ultimately leads to better acquisition and retention rates .
On the MGM side , “ Aria is no different ,” with “ comps for rated play per hour , special hotel rates , tier upgrades after a certain time played , and more ,” according to McCormack . The MGM Rewards program is also extremely robust and longstanding . “ We offer our MGM Rewards members opportunities to enjoy our casual dining outlets as well as special hotel rates ,” he adds .
By and large , the ebb and flow of the game of poker seems to have settled into a somewhat comfortable place , neither record-breaking nor catatonic . For a while , it looked as if it had reached a point of no return , but slowly and steadily it made its way back to shore . The fact that companies continue to find new ways to invest in the game is extremely encouraging , even if it never returns to its previous levels of relevance and popularity .
Overall , it ’ s played the hands that have been dealt , and it ’ s not folding anytime soon .
26 Global Gaming Business SEPTEMBER 2022