Land–based casinos are chomping at the bit for something new, some new way to attract gamblers, a new way to remain competitive. People love to gamble online and people love their social networks, so for an increasing amount of land-based operations, the next logical step is online gambling and establishing an online presence through social media and social networking.
US land based casinos would do well to take a page from major online gaming operators across the pond and even the likes of companies such as Apple which is closer to home. Apple uses social media very effectively to communicate with its customer base and disseminate information about new products.
“It’s about driving traffic to your sites and hopefully to your casinos,” said Rom Hendler, senior vice president and chief marketing officer with Las Vegas Sands Corp., owner of The Venetian. – Las Vegas Review Journal.
Social gaming could be the vehicle land based casinos are looking for, certainly, that’s what MGM Resorts International is thinking. MGM Resorts International is moving into social gaming in an effort to attract more gamblers to its casinos, said MGM Chief Executive Jim Murren at casino industry conference here Wednesday.
According to Wall Street Journal, the company made an announcement about a soon to be developed social media game that would be along the lines of Zynga Inc.’s popular online game FarmVille, except, MGM’s game would allow players to pretend to be casino moguls.
Obviously, Murren isn’t the only one that sees land-based casinos and online gaming on a collision course. Of course, I should add that the now hoards of land-based operators that are singing online gaming praises, many of which, were noticeably and conveniently silent when the UIGEA was passed.
According to Richard Bronson, chairman of U.S. Digital Gaming Inc., the Internet is the “next frontier in gaming.” You don’t exactly need a crystal ball to see that. But you may need one to try and predict when regulation on a federal level would be passed. The political climate in Washington D.C isn’t helping either.
According to Bronson, “There hasn’t been a bill passed since January…So there really isn’t a chance of getting a bill passed that will allow gambling in every home in the U.S.” – Las Vegas Review Journal
Land-based casinos are still banking that if regulation is passed anytime soon, it will likely be on a state by state basis.
