asian gaming

Asian Casino Marketing: Lucrative but not Easy

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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

Almost every casino around the world understands the value of Asian Casino Marketing but most do not understand what Asian Casino Marketing really is.  Therefore, many casinos seem to make the same fatal error and then wonder why their Asian casino marketing program failed.  One of my more popular articles was titled “I’m not Chinese, I’m Vietnamese”.  This article sums it up nicely because the first thing a casino needs to understand is that not all Asian market segments are the same or simply stated; one size does not fit all when it comes to Asian casino marketing.  It means the same thing when one considers that Asia is not Asia.  Asia consists of many different countries, many different cultures, many different languages, many different foods, customs, traditions, beliefs, holidays, etc.

I consulted for a very nice casino recently located in the United States and asked why they did not have any Asian casino marketing programs in place.  They told me that they had tried Asian marketing in the past and that they were unsuccessful so they abandoned their efforts.  Upon further investigation I learned that they had hired one Chinese speaking Casino Host and put that individual in charge of their entire Asian Casino Marketing efforts.  I also learned that they added a number of Chinese food items to their casino buffet because they did not have an Asian restaurant or an Asian Noodle Bar.  They also did not promote any Asian games on their casino floor such as Baccarat or Pai Gow.  I kept digging and finally learned that the majority of Asian players from the surrounding communities were all Vietnamese and not Chinese.  Their Asian Host was unable to communicate with these players in their own language.  The Chinese food items that they prepared were unappealing to Vietnamese players.  And they did not focus on any Vietnamese holidays or Vietnamese entertainment.  No wonder their “Asian casino marketing” efforts failed. Read More…

Understanding Asian Casino Marketing

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

Asian Casino Marketing is not as easy as it sounds.  In fact, it is a fairly complicated process and if not performed properly it can actually be perceived as offensive to the intended recipients. Steve Karoul explains some of the basic principles of Asian casino marketing. One form of casino marketing in Asia consists of Junkets and VIP Room operations while another form of Asian casino marketing is much more generic and more appropriate for casinos located around the world.

There is an old expression in Asia that when translated goes something like this, “Asia is not Asia”.  When you think about it you begin to better understand its subtle message; one size does not fit all and Asia is neither one country nor one culture.  Asia is a vast melting pot of numerous different countries, languages and cultures.  Some of them have marked differences based upon thousands of years of history and cultural evolution.  Asians are extremely nationalistic and proud of their own cultures and customs.  Therefore, it is extremely offensive to generalize all Asians as one in the same.  They are not.  Successful casino marketers around the world will need to understand this up front and then make every effort to research their target market segments before jumping into any new Asian marketing campaign.

Chinese is normally the largest Asian culture in the United States, Europe and elsewhere but this may vary when segmented by geographic locations as well as from city to city even with the same country.  In some instances, Vietnamese or another Asian culture may dominate on a local basis close to a particular casino.  Never-the-less, many uninformed casino marketing managers still insist upon copying and implementing marketing strategies specifically developed to target and to satisfy Chinese gamblers.  However, this approach may backfire on you and actually be offensive if your Asian players are not Chinese.  The cultural mix of Asian players residing near your casino may vary dramatically. Do your homework first to determine if you want to attract Chinese, Vietnamese, Korean, Japanese, Filipino, Thai, Cambodian, Laotian, Malaysian, Indonesian or other Asian players. Read More…

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