Jimmy Compton, PD at 7 Clans, started a conversation in the Player Development Association about millennials and what will attract them to Casinos…
…I reluctantly went to the Cinema last night (Book Club) for the first time in 5+ years.
Why reluctant? I hate having to get there early to be sure of a good seat alongside my friends, and to avoid being stuck between strangers. I don’t want to drink a soda in the evening, I want a glass of wine. And I hate having to scrunch into my seat to let people go by.
I’d rather sit at home and obsessively watch Gary Vee videos on YouTube with a glass of Tempranillo. (More of Gary Vee later…)
What a surprise! My friend had purchased our tickets on-line and we had assigned seats. There was a bar in the foyer! And my seat was as comfy as a first-class airline seat, and even reclined. If you are thinking ‘of course’ then you can appreciate how long it has been since I went.
After the movie, I started to relate this experience back to Jimmy’s questions and to our Casino industry…
The Cinema of my youth had lines around the block and could cram the audience into small seats, narrow rows, and a large auditorium showing one movie. ‘Going to the Movies’ was THE exciting outing, and the Cinema did not have to compete with other forms of entertainment; in fact it closed down a lot of live entertainment.
Now we have so much choice of entertainment and even from the comfort of our own home. So why go out at all, and why pick the cinema? Why go out, and why pick the casino?
I was impressed how the cinema has been re-envisaged and transformed. Smaller auditoriums, multiple choice of movies, comfortable seats, alcohol, and assigned seats.
How are we going to re-envisage the casino experience? I don’t mean add more amenities and provide free wifi. How will we transform the casino experience?
How do we capitalize on Gamers that will go online and book a time-slot in an amazing 3D technology experience with their friends, and pay for additional virtual experiences while they play? Isn’t the Casino the natural venue for all kinds of amazing 3D and VR technology that is too big for my front room?
Where are the fun robots that roam the floor and you can interact with them? Not to replace the staff – but to add some buzz!
How do we tie into the anticipation of the new Marvel film and not wait for a themed slot machine emerges? A millennial will not be excited about a Marvel slot machine. But they might have come to an event with costumed actors who will pose for photos, while you play the free trailers on big screens. Perhaps you install a small but amazing auditorium and groups can rent the space?
I went to see the Book Club which is aimed at the 50+ female market that maps really well to the demographic of a slot player. How do we get small groups of women to come to the Casino and re-live the movie in a VIP event? Set up an area with video clips playing from the Movie and serve wine and Tapas?
It’s not just about millennials. Why did I go to the Book Club? Because of video clips on Facebook that were targeted at me based on my gender and age. Everyone is on social media, and staring at their phone.
Which leads me to Direct Mail; I know that you go home, throw away your physical mail, and then pick up your phone. Part of this transformation of our industry will be to abandon the postage stamp, and throw ourselves fully into Facebook, Snapchat, Instagram, Youtube, and whatever comes next. Is your casino doing that? I don’t mean dabbling in social media, I mean throwing away the postage stamp, and going 100% into social media.
And if Player Development is supposed to be a 1:1 relationship with the guest then social media is even more important! But do you have handcuffs on how much you can use Instagram and Snapchat as an Executive Host?
(Someone should please invite Gary Vaynerchuk to speak at G2E! Gary Vee is making his fortune explaining to industries like ours that we are completely missing the boat on social media. Here’s an intro. Put up with the profanity and listen to the end.)
And how was the Book Club? It was good but it failed to take full advantage of some amazing actors.
And will I go back to the Cinema? Absolutely!
You can join the Casino Player Development Association (C-PDA) via Linked In. Connect with me and I will invite you.