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5
The present
● Building better mousetraps ● Forward thinking ● Penn to paper
PART ONE
BUILDING BETTER MOUSETRAPS
In announcing its second quarter results and the simultaneous relaunch of the company ’ s sports betting app , Caesars Entertainment made the clear connection between what the company was doing in its land-based operations and what its hopes are for the online proposition .
“ We are activating the entire enterprise ,” chief executive Tom Reeg told analysts on the earnings call . “ So , connecting to Caesars Rewards more than 60 million people , tiered levels of service , the ability to earn and use points on or offline ,” he said . “ We ’ re activating our player development teams across the organisation to sign up new accounts .”
He noted the company would be employing some of the basics of omnichannel operations in order to optimise sign-ups of existing land-based customers to the sports betting offering . Reeg mentioned that staff members would each have their own individual QR code and would be incentivised to sign up customers , ensuring everyone from board level down to the casino floor would be “ leaning in ” to the sports betting opportunity .
“ Everybody ,” said Reeg , “ is looking for where the customers are .” But he suggested that Caesars Entertainment – and by association others with large customer databases – are in the best position to convert them .
“ We have the wherewithal to serve the highest-level customer down to the lowestlevel customer . We have a welldeveloped rewards programme in place that treats customers to increasing levels of service as their value to us increases . That mousetrap has already been built .”
“ We ’ ve got 54,000 salespeople in our company that work with customers every day and can open accounts ,” he added . “ We have dedicated player development executives [ who ] deal with building and expanding those relationships every day and have [ done so ] for decades . We have physical experiences that we can offer and tie into that business that I think ultimately position us well for success .”
FORWARD THINKING
Reeg isn ’ t just speculating on what omnichannel can bring to such a huge land-based entity in US gaming . Across at MGM
October 2021