## Closing the Divide: The Power of Social Gaming for Physical Casinos
Jordan Levin, head of SGI (previously S G Interactive), argues that the digital and physical realms are merging, and casinos are no exception. Modern gamblers are mobile-first, always online, and demand a consistent experience whether they’re on their smartphone or inside a casino. This means traditional casinos must adapt! Why restrict yourself to physically present patrons when you can engage them everywhere?
Consider this: the average individual encounters countless marketing attempts daily. Casinos must break through the clutter and remain top-of-mind. The solution? Connecting with your players on their terms. Increasingly, “their terms” means engaging with social casino games on their mobile devices.
This goes beyond mere technology; it’s about understanding what motivates your players. By venturing into the social gaming sphere, casinos can gain valuable knowledge about player desires and habits. This data can then be used to craft more captivating and impactful marketing strategies across all platforms.
In the foreseeable future, failing to capitalize on customer insights and opportunities beyond traditional casinos isn’t just a missed chance—it’s a recipe for rapid obsolescence.
**Consider these facts:**
* Global mobile devices already outnumber people, exceeding 7.2 billion active SIM cards (techtimes.com, 2014).
* A staggering 80% of mobile device usage revolves around apps, with a remarkable 40% dedicated to gaming.
**Now, let’s delve into social casino:**
* Social casino gaming constitutes a $3 billion market, with mobile gaming accounting for over half of its revenue.
* Astonishingly, 82% of social casino enthusiasts have frequented a physical casino within the past year. Even more compelling, a third of social slots players visit a brick-and-mortar casino *weekly*.
* This trend transcends age demographics, with 70% of social casino players falling under the age of 50.
The UNLV Gaming Research & Review Journal (Volume 19, Issue 1) published a study titled “eCommerce Market Convergence in Action: Social Casino Gaming and Real Money Gambling,” which revealed: “Social casino gamers exhibited a higher likelihood of engaging in various forms of gambling compared to real-money online gamblers, who participated in fewer forms (Gainsbury, Russell, et al., 2014). This implies that social casino gamers possess a wider interest in gambling, which they are not substituting with social casino games.”
**In essence, these individuals already constitute your player base. Social casino players are, in fact, land-based casino patrons.**
As enthusiasts of slot machines grow more acquainted and invested in particular brands, they’re organically shifting from brick-and-mortar establishments to virtual gaming realms—all while reveling in their beloved games. However, what lies on the horizon? The crux is harnessing technology, not merely for amusement, but to comprehend players in ways solely the digital domain permits. Envision plunging into an ocean of information, unearthing practical knowledge that elevates your profits. Consider demographics, geography, even player mentality and conduct – all contributing to tactical choices regarding game elements, focused marketing campaigns, and a plethora of other possibilities.
This trend is already apparent with the current influx of expertise and the consolidation of industry titans such as Bally, Barcrest, Shuffle Master, and Williams, all striving to satisfy the desires of contemporary players and physical casinos. Scientific Games’ SG Universe serves as a prime illustration – a collection of products crafted to connect the online and offline spheres, enabling casinos to cultivate stronger bonds with players through ongoing engagement. It revolves around sustaining brand visibility even when patrons are not physically present within the casino, ultimately boosting income.
Gazing towards the future, disregarding these prospects to engage with your clientele beyond the casino premises is not simply a missed opportunity, it’s a guaranteed path to lagging behind. The moment has arrived to encounter your players where they congregate, with the experiences they yearn for. Effortlessly. Instinctively.
The concept of “blending” is outdated – currently, the focus lies in creating a genuinely unique brand encounter.