A hot topic in the casino market today is that online gaming supports the live, bricks and mortar (B&M) casinos – but this is only true when the casinos are the ones that issue the online licenses and brand names are shared between the two.
There are two ways of expanding the market: one is to attract new players, second is to increase the value of existing players. Mobile gaming is doing both.
Phone Gaming On The Rise
The mobile gaming market is seeing good growth from 2005, and this has been created by the numbers that grew over the years.
The mobile players are younger than the B&M players. Mobile gaming is attracting players who are younger than the traditional land-based casinos’ players. Online casinos help introduce new players to the casino market. Only about 10% of online players come from the B&M casinos, while the 90% are new to the gaming brand.
One of the beliefs is that phone players will become live casino players. There are sites that are educating new, younger, casino players to visit a land-based casino too.
Mobile Players Will Try The B&M Casino As well
Millennials are attracted to online gaming because of the obvious shift in technology. Also, we can see that B&M players who sign up online are more likely to come back to the B&M casino, which increases their value.
This is consistent with other industries as well, in the sense that the more touch points a costumer has with one brand, the more likely it is that will they spend more time with the same brand.
The same trends happen in Europe, when it comes to mobile and desktop gaming. A customer who uses both devices is more valued than the single platform user. By adding the third platform, the land-based casino, increases their customers value. It is believed that giving players a loyalty programme of a B&M casino, will make them more likely to want to stay online as well.
As an example, players that play online slots will also want to play on slot machines at a B&M casino. And once they played at a land-based casino, they are more likely to play an online game as well.
There is a huge influence in gaming from gambling. Playing online is fun, as you can play various games of online slots, roulette or poker. The casino market has fully utilised the power of the online world.
The increase in number of the mobile devices and social aspects will continue to influence the size of the land-based casinos. Therefore, smartphones will continue to play an important role in the gaming experience and more electronic games will replace the traditional games, a less physical space may be required for B&M casino. The land-based casino will remain the hub of social activities. It is the centre of social interaction which provides entertainment for those who look for a night out.