Casino Marketing

How to Become a Casino Junket Rep / Independent Rep & Earn Big Money…….. by Steve Karoul

 

First, I think one must understand the difference between Independent Casino Reps and Casino Junket Reps.  This is not always easy because the definitions can vary depending upon where in the world one is located.  In some areas, they are synonymous and it other parts of the world they are totally different.  Asia is one of the more complicated markets to understand because the terms can vary country to country and even within the same country.  Second, depending upon the gaming jurisdiction, licensing by casino regulators can also vary dramatically often incorporating different standards for licensure.

Never-the-less, a very general summary of both terms may be that Independent Casino Reps refer qualified players to casinos.  They usually do not lend money, issue credit nor collect debt for casinos.  They are normally paid a commission based upon either the statistical Theoretical Win or the actual Loss of the player.  A Junket Rep, especially in Asia, may lend money or issue credit to their player and may also collect any casino debt.  They are normally paid a percentage of Turnover of non-negotiable chips.  Independent Casino Reps are normally sole proprietor type businesses working alone and Junket Reps oftentimes represent larger organizations which engage many sub-junkets or sub-reps under their umbrella.

Many readers are probably old enough to remember a very famous “advice column” that was around for many years titled “Dear Abby”.  Readers used to write to the newspaper to ask Abby’s advice about numerous different subjects but mostly related to their love life.  As a Casino Consultant, I also get numerous letters from readers asking for my advice as well.  Many of their questions relate to “How do I become a Junket Rep?”  I think answering questions about someone’s love life might actually be easier to answer than questions related to Casino Junkets / Independent Reps but never-the-less I will try.

A typical letter received would be:

Dear Steve, I read your advice online and am very interested in becoming a casino junket rep. I have traveled to Atlantic City and Las Vegas on a few junkets and feel it could be both a rewarding job as well as a fun job. I am not a heavy gambler.  I mostly play slots and blackjack, but never felt the need to gamble more than I set aside for any given day, therefore the temptation to bet my house is not a problem. I did however notice that on most of the junkets or casino trips that I have taken, there is very limited interaction between the independent rep and the player. I feel if the reps got more involved in making the trip enjoyable, they could get more repeat business.  I have no clue how to become a casino junket / independent rep and therefore could use some advice on how to get started.  Do I contact the casino?  Is there a license that I will need to apply for?  Is there a school that I need to attend?  I have found many websites for becoming a travel agent, but none for becoming a Casino Junket or Independent Rep.  Any advice that you can offer would be great. Thank you so much, John.

 

Unfortunately, there isn’t a school or university that teaches Junket Rep 101 or Independent Rep 101.  Therefore, the first thing that one must learn is to understand exactly what being a Rep means in real terms as well as in financial terms.  In real terms, a junket or independent rep is a hybrid cross between a salesman or a saleswoman (yes there are some female junket reps – very good ones too), a casino host, an advisor and a gaming resource.  In financial terms, a junket rep is usually financially successful because the good ones will have the ability to earn a lot of money from lucrative commission programs offered by casinos.  Legitimate Junket / Independent Reps are not loan sharks, mob enforcers or gangsters preying upon innocent naïve gamblers.  For the purpose of this article I will use the term Junket Rep as being synonymous with Independent Rep but it could vary depending upon location and license requirements.  Therefore, I will just refer to them now as Casino Reps.

Casino Reps are basically service providers.  Casino Reps provide services to both casinos and to their customers if they are qualified players.  The services provided to casinos are basically marketing services.  Casino Reps help to promote the host casino to new players so, in effect, they provide the prospecting aspect (searching for new players) of player development for various casinos.  They also provide marketing services because they are informing qualified players about upcoming casino special events, gaming or golf tournaments, headliner entertainment or shows, etc.  Casino Reps also provide a special service to their customers in the way of access to these non-public or private events, shows or tournaments.  Casino Reps often provide convenience or “one stop shopping” to their players.

Convenience is very important as well as access for many busy players.  Casino Reps make it very easy and convenient for players to book a gaming trip through them or their office.  Once the player commits to attending the event their Rep handles all the details for them which may include booking their hotel room or VIP suite, booking their show tickets, arranging transportation, reserving starting times for golf or spa / salon treatments, booking restaurant reservations and getting their player access or VIP seats to the casino special event, show or tournament.  In some cases, dependent upon the location and the casino programs in place, the Rep may also intervene on behalf of their player and help negotiate other things such as Loss Discount percentages, Promo Chips, Bonus Slot Play or gifts in the form of shopping allowances within the casino.  This does not happen in casinos offering non-negotiable chip  rolling programs for Baccarat as often found in Asia due to the high commissions paid on the Turnover.

Expectations:

Casinos expect that anyone invited by the Casino Rep to be a “qualified” player, meaning that the Rep knows the player personally as well as their past play history at other casinos, and  knows that their level of play will qualify for an invitation to such event.  Therefore, Casino Reps provide background checks and verifications that a casino would normally have to do prior to inviting a new player to an expensive special event, show or tournament.  Casinos almost always set event criteria for each event which may include a certain level casino credit line or cash deposit, a certain number of hours play per trip at a minimum level bet or higher, a past -history of documented wins or losses at other similar size casinos and possibly some background on the customer’s skill level or playing style for the game played.  In the case of slot players, the casino would also want to know if the customer plays slot machines versus video poker since video poker machines hold less money for the casino, coin denomination played and average dollar amount of coin in during a normal gaming trip.  Most casino management systems compile all of these details and summarize them in reports which reveal the players ADT (average daily Theo or theoretical win).  Theo for table game players is a standard casino statistical formula comprised of average bet x time played x house advantage per game x number of decisions per hour.  Most casinos recognize ADT because it is fairly-well standardized which allows them to then prioritize suites or room assignments, VIP seating or a host of other details that may be capacity or space controlled.  The simple fact is that the best players get the best accommodations, etc. and everything else trickles down by either ADT or a Casino Reps strong recommendation to casino management on a potential new player.

Gamblers or players expect to deal with a Casino Rep who is very familiar with the host casino and their staff so that they may receive VIP treatment upon arrival as well as throughout their entire trip.  Players also expect that their Rep will be able to get them with access to the special events, shows or tournaments as well as VIP seating.  They also expect that their Rep will have made all other reservations for the duration of their trip so that they do not have to worry about any details and basically will just go to gamble and have fun.  In other words, they want a “stress- free” trip other than from the Win or Loss on the gaming tables or slots.  Players often view their Rep as their casino Concierge.  They rely upon their Rep to take care of everything for them for that particular casino trip.

Most casinos in regulated jurisdictions require Casino Reps to be licensed with either the State or the Gaming Control Board.  The applications can be quite lengthy and detailed and often require a full financial disclosure with copies of your past three years of income tax filings.  One concern of the gaming regulators is obviously to keep organized crime and criminal elements out of the casino industry.  Junket license fees depending upon the State or jurisdiction can range from $100 to many thousands of dollars.  The license fees are used by the regulators to conduct a complete and thorough background check on all applicants.  Finger-prints are checked via the FBI and other law enforcement agencies depending upon the country.

So how can one start?  Unfortunately, there is no easy answer.  Most casinos normally want to engage experienced Casino Reps that are already established in their city, territory or region who have large lists or databases of qualified players.  In the old days, many of the Casino Reps were book-makers who knew who the local gamblers were.  However, today, many of these former old-time book-makers probably would not get licensed.  Therefore, individuals who want to become Casino Reps must think creatively.  One method is to try to go on a Junket (gaming trip) or two and talk to the Rep to see if they may be looking to hire additional staff.  Another way is to try to get a job at a casino to learn from the inside out.  Working at a casino in an area such as their Players Club or in Casino Marketing will enable one to learn how a casino functions and also give one an opportunity to work with gamblers or players and learn their idiosyncrasies.  Ultimately, the goal is to understand how casinos operate and then begin to build your own database or portfolio of qualified players.  I know many Casino Reps who did this and started with as few as 50 qualified players and built up from there.

It is important to also point out that the better Casino Reps that survive and prosper do so based upon their reputations.  Therefore, one always wants to operate with the highest level of integrity.  It is a privilege to be invited to a casino along with your customers for an event.  I have unfortunately observed many Casino Reps self-destruct by trying to steal players while on the casino floor or from other Casino Reps while attending such events.  Once you get “Black Listed” from a casino it will be very difficult to get hired by other casinos.

A key point for aspiring Casino Reps is that you need to start slowly and carefully.  Once you get licensed and accepted by a casino as a Casino Rep it is normally fairly easy to get accepted by additional casinos in different gaming jurisdictions.  Many Casino Reps normally are licensed at minimum in Las Vegas, New Jersey, the Caribbean, in their own State, by a cruise ship, or in their home country if other than the United States, etc.  That way they can develop their own distinctive marketing strategies which may involve direct sales, social networking, direct mail, website marketing, telemarketing as well as referrals or recommendations from existing satisfied customers.  One goal should always be to try to develop “Advocates” from your existing players who will continually recommend you to other players whom they may meet elsewhere.  Being licensed in more than one casino also affords you the opportunity to offer your players access to many additional exciting events or shows across the country or internationally.  Junkets vary as well around the world.  Junkets in Asia are quite different from Junkets in Europe or North America. Many Junkets in Asia actually supply credit to their customers and therefore are also responsible for the collection of this credit.  Therefore, one must very carefully research their own local markets to better understand if they will be able to qualify as a Casino Rep or be able to function successfully as a Casino Rep.  If you really want to become a Casino Rep you will need to be persistent.  It is not easy but it can be done and the rewards or compensation can be very substantial and quite lucrative.  Good luck.

Please feel free to share this article with your staff, friends or peers.  As we all know, the casino business today is a very complicated business.

Please also note that I am available for short-term casino marketing consulting projects covering such subjects as:

  • Casino Host / Player Development Training based on the premise that everyone should be focused on sales and developing advocates.
  • Junket Training – understanding Casino Junkets and Independent Reps to help most casinos import new business and maximize profitability.
  • Asian Casino Marketing – how to attract and improve profitability from this lucrative but complicated market segment. One size does not fit all with regards to Asian casino marketing due to numerous cultures, customs and languages.
  • Ethnic Casino Marketing – this is an area often misunderstood and often overlooked for incremental casino revenue.
  • Casino Special Events, Mini-events, Photo Ops for Social Media, Miscellaneous other Promotions but using sponsorship money or merchandise to help offset expenses.
  • Casino Marketing Plans – how to develop an effective one or how to fine tune an existing one to maximize profitability.

I have seen the good, the bad and the ugly when it comes to casino marketing. I can be a very valuable independent consulting resource and help your casino in many different ways to increase revenues and maximize profits.

 

[Steve Karoul is a well-known and respected casino marketing consultant with over 38 years of hands-on experience. Steve has lived and worked in numerous different countries around the world and has conducted casino marketing in well over 125 countries. He has worked as a Casino Rep, he has worked for two of the larger Junket Reps in Asia and he has employed hundreds of Reps while working for different casinos. He understands both casino operations and casino marketing.  He is viewed as an expert on Casino Junkets / Casino Independent Reps.  He is also a gaming industry innovator who openly shares his ideas and thoughts with fellow casino industry executives. For additional information, Steve can be reached at [email protected]  or www.euroasiacasino.com ]

 

Private Label your own “Casino” Energy Drink???

Bio Pic

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

Casino innovation is rare these days in the casino industry.  Unfortunately our industry has been labeled as a copy cat industry since we tend to copy more than we create.  There is nothing wrong with that as long as it is legal and everyone benefits.  However, there is still plenty of room for creativity and innovation in casinos.  This month’s kudos for casino innovation goes to Gianfranco Scordato, CEO of Gran Casino Costa Brava in Spain.  Gian and his team at Gran Casino Costa Brava are the first casino management team that I am aware of in Europe to make an innovative decision to private label an energy drink for their casino.

It is an intriguing concept which required further investigation because they focused on their Poker Players.  It is quite interesting when one considers that the beverage industry in the United States alone is now a U.S. $60 billion per year industry.  Energy drinks are the fastest growing segment of this market.  Ten years ago energy drink sales in the United States were only $12 million for the year.  Last year, energy drink sales topped $12.5 billion and are increasing rapidly.  That represents phenomenal growth for any industry and a good opportunity for casinos around the world.  According to the “Energy Drinks and Shots: Market Trends in the U.S.”, sales of energy drinks and shots will grow to a value of $21.5 billion by 2017.

So, why a private label an energy drink in a casino?  According to Gianfranco their casino currently gives away or sells a huge number of cans of energy drink every month to either customers playing Poker or playing on the casino floor as well as in their various restaurants or lounges. His investigation revealed that the energy drinks were being consumed by younger casino customers and also by their Asian casino customers.  Both of these market segments are very high on their list of priority markets in their strategic marketing plan.  They want to increase the percentage of younger players and have started to vary their entertainment as well in an effort to be more appealing to them.  Gianfranco also commented:

Read More…

Casino Marketing for Dummies

Bio Pic

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…

Value – A Simple Word that all of your Players Understand Well – Do you?

Bio Pic

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

One of my favorite sayings is, “The operation was a success but the patient still died.”  Oftentimes, in today’s highly competitive casino industry, balancing common sense with value or perceived value in a highly regulated environment can make the difference between success or having your patient (the customer) die (or disappear).  This may sound strange but one of my friends named Dennis Conrad who I think is one of the better casino marketing consultants (besides myself) in the casino industry today, also has a favorite expression; “Doing business today is not about making money, it is about creating value”.  I totally agree with Dennis.

One time, I received a telephone call from a small player that I knew quite well on a personal basis.  He called me to tell me that he was sorry but that he was going to have to cancel his reservation at Foxwoods.  I asked him why, and he informed me that he was offered a better deal from another casino.  He told me that he received a discount coupon in the mail and that he could use that extra savings for play in the casino.  The $20 difference in room rates represented value to him.  I was also intrigued because this customer was own brother.  So much for loyalty in the casino industry today; value won.  This made me think for a moment about what else do we take for granted that we often see day in and day out that may be perceived as “value” by our customers.  Every casino in the world has either direct or indirect competitors depending upon their location.

Foxwoods was rapidly approaching its annual strategic planning sessions. Therefore, I decided to issue a challenge to all Foxwoods management throughout the organization to first take a good hard look at our own operation within each of their own operating divisions and then to make at least three personal visits to our direct competitors or any other competitors on either a local or a regional basis.  I discussed this with our CEO, who immediately recognized the thought process, and issued a personal memo to all management to support our new Value Project and to accept the challenge. Read More…

The Casino Secret Formula for Success

Bio Pic

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 know that many of you have followed my ongoing series of articles about how to make money in the casino business today.  I keep repeating one of my friend’s favorite sayings that being successful in the casino business today is not about making money but rather it is about creating value.  And as always, many of you keep challenging me for more detail and more in depth information.  Therefore, since I was employed previously by Foxwoods Resort Casino, it makes sense for me to use Foxwoods as an example for this article.  Foxwoods is the largest casino in North America today.  Foxwoods, at the time,  had over 380 Table Games, 7,400 Slot Machines, 1,500 Hotel Rooms and approximately 12,000 employees plus a wide variety or restaurants, salon, spa, showroom and two Rees Jones designed golf courses.  Foxwoods is located in the middle of 2,500 acres of pristine virgin forest half way between New York City and Boston.  Therefore, due to Foxwoods remote location, Foxwoods aggressively marketed to every single segment of its different gaming markets ranging from Bingo, Poker, Slots and Table Games.  We also focused a great deal of attention and marketing on our non-gaming revenue producing areas such as salon, spa, entertainment and retail to help support the overall marketing efforts of the property.

In addition to all of this, many people still believe that there must be a secret formula for success in the casino industry.  This made me reflect for a moment to try to think about exactly what are the critical elements that would make up some magical formula for Foxwoods phenomenal success at that time that could be replicated by other casinos around the world.  In retrospect, I did come up with my own interpretation of that secret success formula:

The Casino Secret Formula for Success = 

The 3 P’s (People, Product & Profit) X Marketing / Financial Analysis, Training, Motivation & Fear Read More…

Coupons, Groupons and Daily Deals for Casinos – Which one works best?

Bio Pic

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

In today’s economy it’s tougher than ever to acquire new players, re-activate old ones, and increase visitation to your casino.    To stay competitive in today’s market, and to maintain and build your property’s “share of wallet” many casinos are anxiously trying to reinvent themselves, and evaluating new business development opportunities. So how do casinos find and develop new business in today’s fiercely competitive market?  How do casinos retain their existing base without sacrificing the bottom line? And what is the best way to reactivate your existing base of customers who may be frequenting your competition?

One new tactic employed by businesses is the revolution of the “Daily Deal”.  This recent phenomenon led by Groupon and Living Social has changed the buying process for budget conscience consumers.  Many industries have adopted these models including the travel, restaurant, and salon and spa service industries.  You can even buy a coupon for a discount sky-diving jump.  So what they have proven is that with the right incentive, consumers are willing to try anything once.

With the overwhelming success of Groupon and Living Social, daily deal websites have popped up like wildflowers in the past two years.  These sites offer a no-upfront cost advertising opportunity to businesses that are willing to provide discounted products or services to be sold on the daily deal website.  They tend to focus on small businesses with small marketing budgets.  Oftentimes, it’s the small business owner who is also the marketing director, the advertising manager, and the bean counter, so the opportunity to reach a wide audience of potentially new customers is appealing. Read More…

How to Become a Junket Rep and Earn Big Money

Bio Pic

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

Many readers are probably old enough to remember a very famous “advice column” that was around for years titled “Dear Abby.” Readers used to write to the newspaper to ask Abby’s advice about numerous different subjects, but mostly related to their love life. As a casino consultant, I also get numerous letters from readers asking for my advice. Many of their questions relate to “How do I become a junket rep?” I think answering questions about someone’s love life might actually be easier to answer than questions related to junkets, but nevertheless I will try.

A typical letter:

Dear Steve,
I read your advice online and am very interested in becoming a casino junket rep. I have traveled to Atlantic City on a few junkets and feel it could be a rewarding job as well as a fun job. I am not a heavy gambler. I mostly play slots and blackjack, but never felt the need to gamble more than I set aside for any given day. Therefore, the temptation to bet my house is not a problem.

I did, however, notice that on most of these junkets I have been on, there is very limited interaction between the rep and the player. I feel if the reps got more involved in making the trip enjoyable, they could get more repeat business. I have no clue how to become a casino junket rep and could use some advice in how to get started. Do I contact the casino? Is there a license I have to apply for? Is there a school I need to attend? I have found many sites for travel agents, but none for casino junkets. Any advice you can offer would be great. Read More…

When is a High-Roller actually High Risk?

 

Bio Pic

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

INTRODUCTION 

There are almost 600 casinos in the United States and several thousand around the world.  Every one of them probably has a different interpretation of what a high roller is.  It is an interesting and controversial subject that is all relative to each casinos VCL.  VCL is one of the many variable factors that can affect the way a casino would view their interpretation of a high roller.  In other words, one size doesn’t fit all when evaluating high rollers.  Therefore, I think is important to review VCL first and hopefully clear up some of the many misconceptions that are out there about high rollers and casinos. 

Do you know your casino’s VCL?  VCL stands for “Volatility Comfort Level”.  For that matter, do you know what your own personal Volatility Comfort Level is?  For example, if you went to a Roulette Table with a $1,000 bankroll, would you be comfortable betting $1000 or 1000 Pounds Sterling straight up on a number that pays 35 to 1 odds?  This represents high risk but high potential reward as well as a high VCL.   Or, on the other hand, would you be more comfortable betting only $10 on Black or Red which is an even money bet with minimal risk but also minimal potential reward or low VCL.   

Simply stated, the player’s need for risk-oriented betting parameters and the casino’s tolerance for risk in relation to potential reward is what VCL is all about for both the player and the casino.  It is one of the subtle influencing factors that can have a dramatic effect upon a player’s real or perceived value in a casino.  It can also be a competitive factor as casinos use betting limits as a means to attract and compete for players.  In terms of bottom line it can dramatically influence the casino’s profitability as well over the short and mid-term thereby potentially affecting cash flow, and stock prices.  From purely a selfish point of view issues directly or indirectly related to volatility can affect the job security for the casino executives having to make these day-to-day decisions.    Read More…

Leprosy, Ebola Virus, Bubonic Plague and Problem Gaming

 

Bio Pic

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

What do they all have in common?  Probably not too much but how else do you focus ones attention on such horrible diseases.  One could possibly argue that Leprosy, Ebola Virus and Bubonic Plague are not common illnesses but never-the-less their effects can be both devastating and catastrophic.  Problem gaming is also an illness that can also have catastrophic consequences not only for the victim but also for the innocent families of the victims.  Nobody likes to talk about negative topics and therefore it is often easier to avoid talking about them or even worse, pretending that they do not exist.So, who really cares about problem gaming?  I do for one and fortunately most responsible casino executives and managers also care about it.  In recent years the casino industry overall has begun to take a much more proactive rather than reactive approach to the way they handle problem gaming.  Senior management does seem to understand all of the various issues.  However, as an industry we still have a way to go to properly educate as many employees as possible in the gaming industry.   

I used the term educate rather than train for how we deal with our employees.  We train horses and we train dogs but we educate people.  Therefore, an on-going progressive educational program about problem gaming is one of the keys to success.  The gaming industry in general needs to be commended on their efforts in recent years to properly train their staff to recognize the early signs of problem gaming to allow management an opportunity for intervention before it is too late.  Read More…

Physics, Psychology and the Casino Industry

Bio Pic

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

The other day my wife called me and asked me what I was doing.  I gave her the standard one word answer – “working”.  She then asked me what I was thinking.  I gave her the standard one word answer – “nothing”.  We often joke back and forth like this but basically she was curious as to what I was doing and what I was thinking that day.  I then told her that I had a meeting with one of our Table Game Shift Managers. She questioned me about what a Vice President of Casino Marketing and a Casino Shift Manager would talk about on a rainy day?  I told her that at xxxxx Casino we discuss normal casino business matters as well as some very unusual and different things such as physics and psychology.  She couldn’t tell if I was joking or serious.  We are very fortunate to have a lot of very bright and creative people on our team here at xxxxx.  Ken is one of them.  He always challenges me with unusual questions which I enjoy.  At our meeting, we had an interesting discussion about behavioral habits and the way certain players develop some very unusual gaming habits.  This caused us both to wonder why? Read More…

1 2  Scroll to top