State of Play : State of Play - Issue 3
"IF A PATRON FEELS COMFORTABLE, WELCOMED AND REWARDED INSIDE YOUR VENUE, THEN YOU ARE GUARANTEEING REPEAT VISITS." | THE REEL DEAL | 12 Gaming venues, for many, are an enjoyable and well-trodden stomping ground. Not all gaming floors are created equal; however, it can be the behind-the-scenes innovations that turn an occasional customer into a regular patron. The gaming industry is a competitive one, and to succeed amid a multitude of similar destinations, a venue must seek to stand out from among the sea of gaming lounges. To do so, it's all about creating an experience for the customer -- a memorable, comfortable, luxurious and enjoyable time that forges the venue's reputation and ensures their loyalty. Riccardo Callegari is the Senior Venue Proformance Manager for Tabcorp Gaming Solutions, and he understands the importance of a venue's aesthetic and hospitality. His experience working in the gaming industry is lengthy and varied and has given him profound insights into the way the industry best thrives. "I learned more and more about back- end gaming, the way electronic gaming machines (EGMs) play, analysing floor performances, the volatility of products, jackpot contributions and machine placement, and how all these things can contribute to the overall enjoyment of a patron's visit. That knowledge is all highly relevant to my love of analytics," he says. Callegari highlights many ways owners can increase the comfort and hospitality of their venues: through exceptional customer service, promotions and loyalty programs, and by employing paging systems and charging ports. "There are a lot of options a venue can implement to increase patron comfort and satisfaction," he says. "They can range from minor to significant, and it all depends on how far a venue would like to go. For instance, a simple thing like welcoming a patron by name and offering them a drink goes a long way in building rapport. "In terms of design, there must be comfortable seating, appropriate lighting and clear signage. " Installing paging systems allows for direct communication between venue staff and patrons, and goes a long way in enhancing a customer's experience. Whether for machine service or attendance, a paging system can help maintain smooth service and, if done correctly, may be a great initiative. "It really shows the next level of customer service, offering a 'VIP' style [of service] at your local venue," says Callegari. "Offering some complimentary food and drinks strategically throughout the day can also be a great initiative -- it gives the patrons a sense of value for money when choosing to spend their time in your venue," he advises. A paging system is appealing to patrons as it's an added feature of customer service. "It's also beneficial to a venue as it GAME ON: ENCOURAGE YOUR PATRONS TO STAY A WHILE State of Play talks to Riccardo Callegari of Tabcorp Gaming Solutions about how to make a gaming floor comfortable for patrons and retain a regular customer base.
State of Play - Issue 2 NSW
State of Play - Issue 4