According to a recent report from our sister site mGamingWatch, it’s no secret that some of the world’s foremost gaming and hospitality companies have embraced mobile technology to some degree. But marketers would like to see a much warmer embrace in the coming years.
With the advent of wearables, IoT, and smartphone penetration heading for 80%, mobile devices are now the most efficient channel to reach gamers. But it’s still a dreadfully underutilized channel, says independent marketing analyst Ian Hayes.
“We need to reach a point where every casino experience and convenience is somehow capable of being facilitated through an app or SMS,” Hayes says.
As mGamingWatch has previously — and frequently reported — SMS success stories certainly abound in the gaming world. But there could – and should – be more of them. And with time, experts say, there will be. But the casinos, hotels, and resorts in Las Vegas need to step up their efforts… now.
“What they [casinos] are missing is immediacy,” veteran marketer Mike Caineworth told mGamingWatch in previous interview. “The mobile channel lets you reach customers anytime, anywhere. They could be doing so much more.”
Caineworth believes that SMS can be more effective if its deployment is broadened beyond the “simple and subtle” uses we’re seeing these days.
If a patron or gamer is willing to receive texts, he says, it’s important not to abuse that invitation through incessant messaging, but also to be aggressive enough to really make it worth the consumer’s while.
“People come to Vegas to gamble, eat, and soak up the endless entertainment,” Caineworth explains. “This is one occasion on which marketers can afford to be more aggressive because Las Vegas visitors or regulars want to be marketed to for their own enlightenment. If there’s a hot new game in town or a great buffet special, you’ll be hard pressed to find an SMS subscriber of yours that wouldn’t want to hear about any last-minute deals of opportunities you have to offer.”
Caineworth’s bottom line advice? “Step on the gas and get aggressive.”