Professional Documents
Culture Documents
Capacity Not Demand Seen As Key Issue in Casino Reopening
Capacity Not Demand Seen As Key Issue in Casino Reopening
THE MARKETER
Analytics & Data
Management
Division
Volume 5, Issue 6 JUNE 2020
“Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day”
-Beth Comstock Page 1
Business
THE MARKETER
Analytics & Data
Management
Division
Volume 5, Issue 6 JUNE 2020
think cashless: AGA In its latest policy paper, the AGA says it is likely
that “every gaming jurisdiction will implement
The American Gaming Association (AGA) has just payment modernisation differently”. It could range
issued a new policy paper on casino payments “from card services… to using an app on your
modernisation. The trade group says its recent phone to purchase gaming chips or credits.”
research shows nearly six out of 10 casino visitors
have expressed interest in using digital or The association further noted: “Adding new
contactless payment in their everyday lives due to payments [methods] to the casino floor allows
the Covid-19 pandemic. customers to make gaming transactions in a
convenient form that gives them the choice they
“Advancing opportunities for digital payments has are used to in their daily lives; creates an
been one of our top priorities since my first day at omnichannel experience for the patron by
the AGA,” said Bill Miller, AGA’s president and chief reducing friction between gaming and non-gaming
executive in prepared remarks contained in a segments of an integrated resort; and extends
Tuesday press release on the topic. digital payment options currently in use by sports
betting and online casino apps.”
“The Covid-19 pandemic made it all the more
important to advance our efforts to provide Innovations in casino gaming technology –
customers with the payment choice they are more including in payments – require the agreement of
“Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day”
-Beth Comstock Page 2
Business
THE MARKETER
Analytics & Data
Management
Division
Volume 5, Issue 6 JUNE 2020
regulators even if consumers are keen to try them. be very likely to utilise a digital or contactless
payment option when they gamble.”
Some existing technologies that are already
approved in some markets – such as remotely www.ggrasia.com – June 17, 2020
downloaded game content for casino slot
machines to avoid casino engineers needing to be
on the player floor – are already being packaged by
casino technology suppliers as part of “social
distancing” measures. “Never stop doing your best just because
someone doesn’t give you credit.”
In the immediate response to Covid-19 – including
for those markets where casinos have been
temporarily shuttered and then reopened – a
number of technology suppliers has already
offered products designed to improve the safety
of casino chips and of casino slot machine cleaning
routines. A MARKETER’S PERSPECTIVE
After that initial safety-phase response from the
Question #1:
industry, more deep-rooted changes in casino
consumer preferences seem likely, said the AGA in Because of the COVID-19 problem, social or
its press release. physical distancing protocols must be
implemented in our casinos to ensure everyone’s
The body stated that some of its recent research safety. Since not too many players are needed
found that “59 percent of past-year casino visitors inside our casinos for social distancing purposes,
are less likely to use cash in their everyday lives do you agree that the roles of the marketing
because of the Covid-19 pandemic”. Around 57 personnel in the branches and corporate offices in
percent of past-year casino visitors reported the the resumption of our casino’s operations are no
option for digital or contactless payments on the longer significant or relevant? Why do you say so?
casino floor was important to them because of the
Covid-19 pandemic. Question #2:
What personal work contribution/s can you give to
prove your relevance to MD’s role in PAGCOR during
The association added: “More than half (54
this pandemic period?
percent) [of respondents] indicate that they would
“Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day”
-Beth Comstock Page 3