Coronavirus vaccination rates across the US have been soaring. But strangely enough, there’s an uptick of new cases. Death rates are falling. Businesses are opening up and new employment opportunities are increasing. But the COVID-19 threat is not over.
In light of that information, American casinos have been forced to shift their tactics to thrive in this new normal. Below is a list of the most effective strategies gambling businesses are using to remain afloat in 2021.
#1: Identifying New Growth Opportunities
People might not be flocking to Las Vegas and Atlantic City like they did pre-coronavirus times. However, they’re still spending their money on leisure activities. Now, casinos have a role to discover the new opportunities they can tap in these trying times.
Precisely, many brick-and-mortar casinos are now applying for online gambling licenses. That’s because online gambling was never affected by the pandemic. Quite the contrary, it has been skyrocketing as gamblers adopt Internet casinos.
In Las Vegas, online casinos are banned. So, casinos can only acquire online sports betting licenses. However, Pennsylvania and New Jersey permit online casinos, meaning brick and mortar establishments in these states can explore growth opportunities online.
Of course, the biggest beneficiaries of online gambling are casinos that acquired the required licenses pre-coronavirus. These early adopters have already established their brands. They have solid audiences and have been thriving throughout the pandemic.
#2: Testing Over Research
Before the pandemic, most casinos were cautious about taping into new marketers. They had to conduct months of research and analyze big data thoroughly before investing. In this new age of COVID-19, most casinos can’t afford to invest a lot of money in research.
Instead, their biggest focus lies in testing new marketing models, adopting new growth opportunities and becoming flexible. For example, the best casinos allow their talents to work from home. That’s agility.
What’s more, these companies are running different types of promotions: welcome bonuses, VIP rewards and loyalty programs. A list of US casinos with the best promotions can be found here. The guide compares casinos in all states and includes a map pinpointing where each casino is located.
#3: Expanding Digital Channels
The best casinos in the US are not stopping at launching websites. They’re tapping on multiple digital resources to edge out their competitors. At the basic level, they have mobile-responsive websites and apps.
Mobile gambling is a growing phenomenon across the US. In fact, the state of New Jersey generated 80% of its $5 billion gambling revenue in 2019 from mobile players. As such, it’s highly important of casinos struggling to survive amid the pandemic to tap on mobile gaming.
Another unique digital resource casinos are investing in is streaming. These days, gamblers are spending more and more time on Twitch and YouTube doing what their video game counterparts do: streaming content from their favorite channels.
Casino streaming channels attract up to 100,000 views per session. So, there’s a huge market that’s underutilized. The same applies to social media marketing: it’s a multi-billion industry yet not many casinos have a presence on Facebook, Twitter, LinkedIn and Instagram.
#4: Creating Tailored Gambling Experiences
Before the pandemic, brand name casinos might have attracted patrons even if they offered terrible services. Amid coronavirus, only casinos with outstanding services have a chance at success.
Casinos need to operate with their players in mind if they want to succeed. Let’s start with games. People love different sorts of games. So, it’s only sensible to provide slots, blackjack, poker, baccarat and roulette on the same platform.
Importantly, players appreciate high-paying, entertaining games. As such, it’s not just essential to provide a variety of games. It’s also crucial to offer high quality games. The same purpose-driven style of management is required in running bonus promotions and dealing with payments.
Forward-thinking casinos are learning how their customers want to be treated. And they’re fulfilling these needs.
#5: Acting with Urgency
As major casinos count losses quarter after quarter, some operators are thinking of new ways to survive the pandemic. And they’re acting with urgency. Consider how casinos in Vegas and Pennsylvania succeeded in convincing local legislators to ease restrictions.
They figured out people were afraid of crowds inside casinos. They were also worried about hygiene and mask mandates. As a result, the best casinos reduced their intake by up to half. They also shut down a lot of machines to ensure people could gamble while also observing social distance.
Furthermore, these casinos mandated everyone to wear masks, provided sanitizers at ever entry point and invested in deep cleaning. These quick changes and investments encouraged gamblers to go back to casinos. In turn, the operators started to recover economically.
#6: Adopting the Future Work
Some casinos were initially opposed to the idea of working from home after the pandemic kicked in. But within six months, most companies in the US were adopting futuristic working environments.
Working from home helps all sorts of casinos. Marketers, in particular, don’t need to report to work anymore. They can generate leads for their employers while working in front of their cubicle desktops.
Of course, the future of work doesn’t just apply to humans. It also involves Artificial Intelligence, automation and other technologies disrupting how casinos operate. For example, casinos launching gambling websites need to invest in proper software and train their employees on how to run a casino site.
#7: Brand Re-Evaluation
Before the pandemic, most casinos run things slowly. They could take months before replacing low-paying slots. They could take years before re-evaluating their employees and workplace tools.
Not anymore—casinos are redefining their brands. They’ve figured out they can’t rely on a few slots and table games anymore. They also can’t tolerate corporate bureaucracy or remain reluctant in adopting technology.
In this era of coronavirus, the best performing casinos are the razor-focused, forward-thinking operators adapting to change as quickly as possible. It’s the companies that place their customers at the center of everything that stand to benefit the most.
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