A report from Commercial Intelligence found that promotions tied into land-based casinos are the most effective incentive for online players in New Jersey, which effectively demonstrates how different the newly regulated US iGaming market is from its European counterpart. “This is the most important finding of this survey,” said Jim Ryan, a member of the Consumer Insight Group, assembled for GiGse San Francisco to interpret the survey’s findings. “The typical online consumer has always been more interested in cash promos,” he explained.
Fellow CIG member, Fred Buro, ex-CMO for MTR Group, who is currently launching a social gaming start-up, commented: “Considering the high customer acquisition cost for online gamers, utilizing softer cost promotions such as non-performing assets like hotel rooms, especially in winter months, fosters conversions of online gamers who never visited a casino to try one.”
Alex Czajkowski, also a CIG member and an experienced iGaming marketer, most recently CMO of Gala Interactive, an online arm of a major UK casino, added that “Looking at promotional incentives, I’d say land-based have huge advantages with combinations with room offers, loyalty points etc. to be redeemed in club (…) US casino operators can take comfort that online won’t cannibalize offline”.
Ryan, Buro and Czajkowski are all part of the Consumer Insight Group invited to interpret the NJ Players’ Survey conducted amongst 506 New Jersey online gamblers to understand better the players’ profiles, attitudes, motivations, games they play, migration from un-licensed to licensed sites and impact of promotions.