Great article. Preaching to the choir.
In his presentation at last month’s Casino Marketing Conference, Meczka said that today’s casino marketers are constantly asking each other,
"How can we extract more revenue from our customers?" rather than the questions they should be asking: "How can we provide service?" or "How can we give our customers what they expect?"
Meczka said the casinos’ "short sighted" solutions to the burning desire of getting deeper into the customer’s pocket include the following:
• Reduce playing time by speeding up the games (electronic and table)
• Increase the number of coins required to play
• Remove the popular 3 and 5 coin max games
• Eliminate the slot machine’s "arm" and replace with a button (increased speed, less playing time)
• Shorten the video reel spin cycle to reduce playing time
• Increase the hold percentage by 1 percent, which decreases the playing time by 17.5 percent
• Use table games with high holds and multiple side bets, as well as the lowest pay tables in order to force players to lose quicker and more often.
Meczka said the
"short sighted" result the casinos are seeking is to "get the money fast … and get the player out of here."
The "success" of these policies, however, will eventually doom the casinos, Meczka said.
"Ultimately, customers will have less satisfaction with the casino experience," he said, adding that customers will eventually reduce their frequency of visits, cut back on the amount spent and, eventually, stop coming to the casino altogether.
http://www.gamingtoday.com/industry-...?storyid=22390
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Where have I heard that before
