Casino Management

Casino Marketing for Dummies

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Steve Karoul is a recognized casino consultant with 35 years of hands-on experience with the best casinos both within the United States and internationally. He is also an authority on all aspects of casino marketing. Steve has lived in numerous countries and has conducted casino marketing activities in well over 100 countries around the world.   He is an author, a lecturer and an educator who often injects his own hands on experiences and openly shares his ideas and thoughts with fellow industry executives. Telephone +(1-860) 536-1828 or [email protected] or see www.euroasiacasino.com

I recently took up digital photography and wanted to learn more about how to improve my photos.  I went to the book store to look for an instructional book.  I looked in the photography section and I purchased a book titled “Digital Photography for Dummies” because it was written for an inexperienced new user.  I have used the “Dummies” books before to learn about many new subjects of interest.  Having worked in the casino industry for thirty five years primarily in casino marketing I realize that most of what I know today came from “on-the-job”, hands-on experience.  I am currently self-employed as a casino consultant specializing in all aspects of casino marketing.  I have written and published numerous articles over the years about casino marketing.  Never-the-less, I still feel that I am always learning new things about casino marketing and try to share them openly especially with younger folks new to the casino industry.

I receive numerous requests every month for help from young people who want to break into the casino marketing field, learn about casino junkets, better understand Asian casino marketing or who want to learn more to improve their present skills.  As a result of this I now realize that there is not a great deal of information available for young people who want to learn about casino marketing.  Therefore I have decided to try to offer some helpful recommendations and suggestions.

First, I think it is important for people to realize that it is often very difficult and frustrating to break into casino marketing in one of the better positions unless you have some unusual skill set, past work experience or speak a desired foreign language.  Most of the larger casinos around the world usually try to promote from within in order to develop career paths for their own hard working, dedicated, loyal employees. Marketing seems to be one of the more glamorous desirable positions that many people want.  Consequently, one strategy is to just get hired first by your company of choice; hopefully for a lower ranked position within the marketing division, and watch for any postings or listings of new open positions that the casino wants to fill.  It is a great way to learn from within and to climb the corporate ladder to a higher, more desirable marketing position.  Read More…

The Mystery Behind Casino Mystery Shopping

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Steve Karoul is a recognized casino consultant with 35 years of hands-on experience with the best casinos both within the United States and internationally. He is also an authority on all aspects of casino marketing. Steve has lived in numerous countries and has conducted casino marketing activities in well over 100 countries around the world.   He is an author, a lecturer and an educator who often injects his own hands on experiences and openly shares his ideas and thoughts with fellow industry executives. Telephone +(1-860) 536-1828 or [email protected] or see www.euroasiacasino.com

Mystery Shopping has been around for many years.  It is not a new concept. It is particularly prevalent in the retail and hospitality industries.  However, it is a relatively new concept for the casino industry.  I am now involved with a fair amount of casino consulting as well as lectures at various casino conferences.  I often stress to casino executives and casino managers that there are three important factors involved with success in the modern casino industry.  Years ago, I used to always use Conrad Hilton’s often coined expression that there were three key factors involved with success in the hotel industry and those three factors were #1) location, #2) location and #3) location.

Location is obviously a very important factor but in today’s dynamic casino industry I believe that three of the more important factors today are #1) communicate, #2) celebrate and #3) validate.  You can never over communicate in the casino industry especially with your staff.  Most staff are hard working, loyal and dedicated.  They want to be involved so I always recommend that casino operators communicate to the legal maximum allowed by law.  Casino operators that communicate well with their staff will reap the benefits and the rewards. Involvement from happy motivated staff is a critical success factor that will payoff handsomely for both large and small casino operators around the world. Neither location nor size matters when it comes to communicating well with your staff.  Improving upon this one factor alone can make a huge difference in your operation.

The second success factor that I mentioned is celebrate.  Celebrate both with your customers and with your employees.  Look for reasons to celebrate.  People want to have fun.  People come to casinos to have fun.  Celebration is a critical element of having fun.  Unfortunately it is an area that often gets overlooked or the almighty budget over-rules and the celebrations never take place with the casino staff.  What a missed opportunity.  I often advise casino operators to develop a new line item in their budgets called “Celebrations” and to budget an amount of money each year that you can keep in reserve to use for those “unexpected” opportunities that will always arise when you least expect them so that you can celebrate both with your customers and with your staff.  They will appreciate it. Read More…

Understanding the Basics about Casino Management Systems (CMS)

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Steve Karoul is a recognized casino consultant with 35 years of hands-on experience with the best casinos both within the United States and internationally. He is also an authority on all aspects of casino marketing. Steve has lived in numerous countries and has conducted casino marketing activities in well over 100 countries around the world.   He is an author, a lecturer and an educator who often injects his own hands on experiences and openly shares his ideas and thoughts with fellow industry executives. Telephone +(1-860) 536-1828 or [email protected] or see www.euroasiacasino.com

During my many years of consulting, I have witnessed a continued evolution and growth in the Casino Management Software needs of various casinos around the world.  It is an area that is often overlooked in the development stages of a new casino or during a pending software update.  However, this area should not be taken lightly.  There are actually many different options available but most suppliers only recommend a few of the larger systems to most casinos.  Sometimes this can be overkill as well as extremely expensive for some casinos who may be perfectly satisfied with a less expensive casino management system.

A Casino Management System (CMS) serves as a focal point for the day to day processing and recording of operational transactions throughout the facility.   Realistically, there is no one single vendor who offers all of the software that a major casino resort needs to operate and manage their facility.  Consequently there has always been a need for a central management system that is capable of interacting and collecting meaningful information from the many “best of breed” operational systems commonly found in today’s modern casino facilities.  Some of the basic applications that should integrate with your Casino Management Software include Slot Monitoring / Accounting, Slot Ticketing, Cashless Gaming, eGames Platforms, RFID Table Monitoring, Live Point of Sale Systems for Keno, Bingo, Race and Sports Book, Promotional Kiosks, Hotel, Food and Beverage Point of Sale, Surveillance and Security, Responsible Gaming, On-line Internet Gaming, Third Party Check Cashing, General Ledger, and Data Warehousing just to mention a few..

Making sense of this entire complex subject can be very difficult and often overwhelming for many casino operators or casino developers.   I am often reminded by some of my software friends of just a few key items to remember when selecting a Casino Management System for your property: Read More…

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