July 2009

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Now Available: Gaming Trends '09

Submitted by GA Wright Marketing on 7/27/09
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You can gain powerful insight and learn how to benefit from recent trends with your copy of G.A. Wright Marketing's Gaming Trends '09! This in-depth report is valued at $350…but it is FREE to Wright2Know members.

Compiled from numerous national sources related to gaming, Gaming Trends '09 is a comprehensive overview of the industry and offers insight on a wide range of topics, including how the industry is faring in today's challenging economy, travel trends, use of new media, and more.

This exclusive offer for a FREE copy of Gaming Trends '09 is only available to registered members of Wright2Know.

If you are already a member, Sign in now to order Gaming Trends '09.

New here? Register now! Registration is free and will give you access to Gaming Trends '09 and other exclusive resources, whitepapers and reports.

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One small step…

Submitted by GA Wright Marketing on 7/20/09
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Perhaps you weren’t around for the moon landing on this date 40 years ago. Or are just too young to remember it.

So it’s understandable that many don’t recognize it as a stunning monumental achievement.

But, believe me, it was.

And not just because it was the culmination of the moon race with the Russians; we distanced ourselves from them well prior to the landing.

It was just simply amazing. We fired a rocket into space and actually walked on the moon. The entire world took a deep breath and then exhaled - “wow.”

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Tell Us About Your Marketing Challenges - and You Could Win a $50 Gift Card!

Submitted by GA Wright Marketing on 7/6/09
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Your valuable insight is requested. You will gain valuable information in return...plus you could win a $50 gift card!

You see, we're planning to offer casinos on-site breakfast seminars on various marketing issues. We know how busy casino executives are, so we thought you'd like it if we brought the expertise - and some fresh bagels - to you rather than ask you to come to us.

The speakers are legendary casino marketing guru John Romero...along with G.A. Wright executives who specialize in proven data-driven programs, interactive website development, successful email programs, exceptional direct mail, stunning creative, and more.

But exactly what topics should we cover? That's where you come in.

We would like your valuable advice to determine what issues are most important to top executives like you. Naturally, not everyone is interested in the same material, but we thought someone with your experience and insight can steer us in the right direction.

So, please click here and take just a few minutes to tell us about your marketing priorities. In appreciation of your time, we will share the results from the survey with you, and you could win a $50 gift card!

You need to complete the survey by Tuesday, July 14th to get the results and be entered in the drawing.

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Will there ever be another 8-Track?

Submitted by GA Wright Marketing on 7/6/09
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So, this just dawned on me. My father-in law loves gadgets. He actually worships the latest and greatest devices and has always been one of the first on the block to have the newest "thingamajig." The problem: he hasn't always made the best choices of which doohickey to buy. He chose 8-track over cassette, he thought beta was superior to VHS. I'm almost positive he spent valuable time contemplating and bargaining at an Edsel dealership. You get the point.

But he's slowed down. Way down.

The last big purchase he made was a big screen TV. No, not the 60" HD wide screen. No, definitely not that. It was the 50" rear projection screen, you know the one that shot red, blue and green lights from the back and you had to view it straight on? There was no place for cable connections, no surround sound- just a huge blurry picture in an oversized box. Remember how cool pong was to play on that? Yeah, that's the one.

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While some paint a gloomy picture, Romero still sings "Viva Las Vegas"

Submitted by GA Wright Marketing on 7/6/09
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By John Romero for G.A. Wright Marketing

While some paint a gloomy picture, Romero still sings "Viva Las Vegas"

Las Vegas has been successful through all sorts of problems including recessions, floods, bad movies and bad actors. It's plowed through everything fate could throw at it, breathed fire at those who maligned it, winked at the stock market and survived Howard Hughes. This makes guys in the "mainstream press" hate us.

It's not an overt hate, of course, but in their busy minds, revenge quietly simmers. Why? Because of all the stories the press grinds out, it's happiest covering the heroes-to-bums angle. Gloom, doom, failure, catastrophe, fizzle, flop--they love it. So I smiled when I saw the AP's headline, "Slump Means Identity Crisis for Las Vegas." In an effort to put down the whole city, they interviewed three or four citizens who had fallen on bad times and tried to make them represent the other million or so.

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Better Ways to Evaluate Players

Submitted by GA Wright Marketing on 7/6/09
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By Nik Friedman Tebockhorst, GA Wright Marketing's Director of Integrated Marketing

Thanks to the massive abilities computers have lent to data collection and calculation, marketing has become increasingly efficient and targeted. Marketers in all industries have found the benefits of segmenting their lists to maximize response and reduce costs. As computing power and marketing sophistication have grown, so has the complexity of segmentation matrices and business rules. Simply analyzing this data can be a daunting task, as each new data point captured leads to dozens of new reports and metrics that need to be analyzed and built into new models.

In the gaming industry, this is especially challenging. The data gathered by a casino is very different from that gathered by a retailer, catalog distributor, or even other hospitality and entertainment industries. The motivations of a player are very different from those of a person looking for a quick meal or a better mobile phone. The gaming industry has also suffered from a lack of focus in academic circles. Supply chain managers and general direct marketers can count on the top statistical research universities to publish cutting edge research and establish new best practices for the industry.

This is why a recent research paper, entitled, "A Model for Gamers' Revenues in Casinos" is so welcome. (It was first published in May of last year, and revised last February.) Its authors, Jeoshua Eliashberg and Raghuram Iyengar of the University of Pennsylvania, and Sam K. Hui of New York University, investigated which metrics are best predictors of gaming revenue, at the individual player level.