LONDON (4 Jun) – A report from Commercial Intelligence found that promotions tied into land-based casinos are the most effective incentive for online players in New Jersey, which effectively demonstrates how different the newly regulated US iGaming market is from its European counterpart. “This is the most important finding of this survey,” said Jim Ryan, a member of the Consumer Insight Group, assembled for GiGse San Francisco to interpret the survey’s findings. “The typical online consumer has always been more interested in cash promos,” he explained.
Fellow CIG member, Fred Buro, ex-CMO for MTR Group, who is currently launching a social gaming start-up, commented: “Considering the high customer acquisition cost for online gamers, utilizing softer cost promotions such as non-performing assets like hotel rooms, especially in winter months, fosters conversions of online gamers who never visited a casino to try one.”
Alex Czajkowski, also a CIG member and an experienced iGaming marketer, most recently CMO of Gala Interactive, an online arm of a major UK casino, added that “Looking at promotional incentives, I’d say land-based have huge advantages with combinations with room offers, loyalty points etc. to be redeemed in club (…) US casino operators can take comfort that online won’t cannibalize offline”.
Jim Ryan, Fred Buro and Alex Czajkowski are all part of the Consumer Insight Group invited to interpret the NJ Players’ Survey conducted amongst 506 New Jersey online gamblers to understand better the players’ profiles, attitudes, motivations, games they play, migration from un-licensed to licensed sites and impact of promotions.
The input provided by the members of CIG will be available in a form of white paper as an add-on to the GiGse attendee package. For more information on GiGse go to www.gigse.com
The 14th Global iGaming Summit & Expo (July 14-16, San Francisco, CA), organised by Clarion Events, is North America’s largest and most established event fully focused on regulated internet gaming. Attended by 730-plus high level delegates representing commercial and tribal land-based operators, regulators, policy-makers, media, social gaming developers, iGaming operators, technology, products and solutions providers, GiGse is an educational and networking platform to discuss the future of iGaming regulation and operation.
About Commercial Intelligence
Commercial Intelligence (CI) is the market research joint venture between Clarion Events and market research company Vivid Interface. Its mission is to deliver highly targeted industry reports and consumer insights, driven by market needs. The reports published so far include: ‘Getting ready to fly. Commercial opportunities in the USA’, ‘Awareness, Attitudes and Motivations – UK Mobile Gaming 2013’ and ‘New Jersey Player Survey. A test bed for iGaming in the USA’. Commercial Intelligence also undertakes bespoke research projects on behalf of clients.