] E LAND- STRY AD OUT
online product to land-based land-based customers helps generate customers and vice versa , working with revenue from both channels . a single pool of customers . The use of a “ Marketing our online proposition consolidated customer database is vital to our land-based customers has in supporting land-based locations via supported the growth of our digital online , Pettemerides says . business organically ,” he says .
Alternatively , as online gambling
“ 44 % of net gaming revenue in the grows in popularity , operators are digital business in the last full financial reaching out to local land-based players year , pre-Covid , was coming from to advertise the benefits of their online multichannel customers . So venue counterparts . For Wolfgang Bliem , CEO customers , playing with us online , has of Casino Luzern , the location of the underpinned our digital growth in casino is also a benefit – the property in recent years .” itself is an advertising asset .
For Grosvenor Casinos , this unified “ It ’ s how we take advantage when approach is at the basis of their we promote our offline business to the customer marketing , with all clients online world . One advantage is we are treated as one collective group . located in the middle of Switzerland ,” Alternatively , Bliem emphasises the says Bliem . individuality of customer characteristics .
“ We reach out to those who are
“ There is a very famous machine , closer to provide them with events , only famous in Switzerland , it ’ s the promotions , invitations to fine dining .” Super Cherry from 1995 ,” he explains .
According to Pettemerides ,
“ And this machine was transformed to marketing Rank ’ s online business to an online machine , and it is now one of the most successful online games in Switzerland . So it ’ s important to understand that every market has its own peculiarities and specialities .”
However , Casino Luzern ’ s customer characteristics do not influence the revenue streams through both channels , due to Switzerland ’ s regulatory landscape .
“ We have very high tax rates in Switzerland and we have more or less the same tax rates offline and online ,” Bliem says . “ So it doesn ’ t make sense for us to shift revenue from one channel to the other .”
CROSS-SELLING TO LAND-BASED CLIENTS
Although it seems sensible to market to online customers when promoting a land-based casino , the marketing of Casino Luzern offers an alternative perspective .
“ Taking Switzerland , we have one operation and Switzerland has around 8.5 million residents ,” says Bliem . “ We target our own land-based customers for our online customers .”
It ’ s less a case of growing the audience by targeting new customers online for Casino Luzern , and more a way to engage existing patrons outside the property . Bliem argues there are inherent differences between landbased and online customers .
“ There are smaller overlays between the two channels , because there is a difference in behaviour from land-based to online ,” he says .
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July 2021