Manage This: Robert Brassai
Taking a Land Based Casino Online Robert Brassai
W
ith the recent lock down of landbased casinos all over the world, the search for alternative revenue streams intensified. People and businesses as well mostly like to stick to what they know or what they think they know, so they search for these revenue sources in gaming alternatives such as online casino, sportsbook, lottery and all other online products that have to do with gambling. We at Sense 4 Gaming in the past 2 months have had quite a few inquiries and requests from land-based operations to investigate ways their business could be taken online. Most casinos have a very simplistic approach to this, thinking, that it’s an instant money maker and anyone can do it. In fact, land-based casino management mostly think of the online world as a light version of themselves, kind of like a little brother. The truth as always is a bit more complicated. That little brother has been growing fast in the past years, has developed his own distinct personality and traits,
thus relating to him and understanding him is not as simple anymore as you would think. So, how do we bring these estranged brothers closer together and eventually make them work in unison for the family business. What do land based casinos have that would give them a competitive advantage over an online gaming business starting from zero. To do this comparison, we are going to look at a single licensed jurisdiction and ignore for the sake of this exercise grey and black markets, that more or less anyone could operate in. When starting a land-based business, your single most important factor to driving customers to the property and thus to success used to be location. With the emergence of online, location lost some of its luster, but in the case of regulated online gambling, while you’re not looking anymore at a 90 kms radius as your catchment area, borders of the country you are licensed in will be your barrier to recruiting players. 48
www.casinolifemagazine.com
