The top 10 online casinos have figured out that payouts and bonus cash are the two elements that truly differentiate and position them in the online casino world. In fact, many sites give their slot payouts and hold percentages right on the website home page. As they compete for new North American players, it would be reasonable to expect aggressive moves in payouts and bonus cash by the online casinos.
When the big brand land-based casinos launch their online versions, they will have the added marketing tool of brand reputation as well as additional incentives like junkets to their premier properties, or membership in their players club rewards program. But the big brand casinos could also compete directly on payouts and bonus cash. As competition in these areas heats up, it could impact land based casinos as players become aware of online casino payouts versus what they get from their land based casino.
You can expect to see significant investments in SEO (search engine optimization) and SEM (search engine marketing) by all competitors;
online casinos will dominate this space. This will drive online advertising costs up significantly for everyone in the casino business and casinos that aren’t competing at a high level in this area will fall behind. This can become expensive and will require significant additional investment by the land based casinos.
So although you might have thought that the upcoming changes to online gaming aren’t going to affect you, you might want to reconsider. Players are going to be more aware of payout rates, bonus cash is going to be a driver, and marketing and advertising costs are going to increase. The legalization and proliferation of online casinos will have an impact on your casino in the future.
By Jim Kabrajee, CEO of Marshall Fenn Communications, a full service marketing agency with extensive experience in casino marketing throughout North America. Jim can be reached at 416.962.3366 or firstname.lastname@example.org