The race for the bragging rights for the first Singapore integrated resort is on for both Sentosa Genting World and Marina Sands is on as both are frantically tidying up the pieces for their first walk-in customer. It has a been a pleasure these months driving down the ECP expressway on the way to work watching workers of all nationalities taking day and night shifts to get down to the construction site to meet the nearing deadline. A prelude to a true 24 hours city life, that the integrated resort promises for Singapore.
Yet, it’s interesting to see from marketing point of view how they will face up to the preset challenges that both the Integrated resorts face with Singaporeans having to pay for casino entrance fees and the announced fee hikes for Sentosa entrance fees. We take the liberty to suggest some marketing lessons that could take away from the oldest gambling city in the world, Vegas.
1. The Big Bait vs the Repeated Business
Let’s face it. The longer you are in a Casino, the increasing chances of you going back with a lighter wallet. That’s why you could almost find no windows nor have a sense of time while you are in there. While the big buzz around the Integrated entertainment would surely bait visitors to swarm in for at least the first six months, retaining these visitorship will be key to the survival of the casino component. A core aspect to keep you gambling hinges on loyalty card which players can earn points for staying as long as the gambling table. Looking at how to capture on this single minded objective would be key in loyalty. It would be interesting what “rewards program” these two big boys would use as lure to promote this objective.
2. Freeconomics – The power of Comps
Comps refers to activities that complimentary. Comps maybe food, room nights, and show tickets. While the rates of the above will probably be sky rocket as compared to Vegas where it is relatively more affordable, it is important that they take the footstep of Vegas by knowing what they can afford to give away for free in order to make it back based on the time you spend in this property. The understanding of freeconomic is key in attracting the visitorship to the establishment.
In the context of our Singapore IR, it would be far more interesting as Singaporeans are eagerly anticipating what “rebates” or “Comps” they would be getting for paying a $200 fee into the casino each time.
3. Engagement
I have been to a couple of casinos around the world but the one that left me with the deepest impression recently was Lucky Sevens in Hyatt Hotel, Seoul recently. The croupiers were friendly, interactive and typically attractive of course. That gave a good feel on the gambling table and promoted players to be more chatty. This is a stark contrast to Genting Highlands, Malaysia and some of the casino ships I have been to. The croupiers and staff looked like they were overworked and largely, eager eyed to see gamblers fall into the losing pit.
It would be particularly interesting to see if Genting Singapore can change this attitude around from their previous establishment. It’s really Asian (Genting) versus European (Sands) casino culture and I for one, am quite eager to see how that is reflected on the gambling table.
It would be interesting in the next few weeks to see how these two players would play their hand as the river card unfolds. I say go “All in” to make visitors experience an unforgettable yet affordable one.
This article is inspired by Rohit Bhargava, What Vegas Can teach you about marketing (http://www.socialmediatoday.com/SMC/163432)
