American terrestrial casinos must immediately find new solutions

The Tricolor gaming houses They are passing "a bad quarter of an hour" with a scenario that is certainly not radiant that awaits them if they will not be able to change deeply both as management, as marketing, as resources and as a "presentation" to the public, now completely different from the "times of time gold ”of casino. Younger clientele and more accustomed to an innovative game, surrounded by the technological innovations that follow one another in a dizzying way and of which the sector of gaming houses must also be appropriated if you do not want to follow the paths of the American champion casino, or by Saint Vincent. Experiences, without a doubt, "heavy", but who must serve as a warning if you do not want to continue in negativity and if you want to start to "sail towards ports" that can get out of the uncertain situation in which our four gambling houses, today , They are. Therefore, the Italic casino must face this moment of difficulty that is about to lose too long, resorting to new ideas and perhaps inspired by new models to hypothesize alternative scenarios with reference to this sector that has always represented, in the "times gone", luster and prestige for the world of gambling.

We must, without a doubt, be based on innovation, brought above all by Online casino platforms, that this segment, as mentioned, must "marry", but without waiting beyond otherwise it will be really too late for these our local structures to which the maximum attention must be paid so that they are not involved in situations such as that of Campione d'Italia that is By also making foreign investors discuss: the same ones who looked at our country as an example to follow for what concerns the game and who probably no longer do it. Now, even if the trend of this particular segment of the game did not end in a negative way last 2018, it did not reveal itself to a growth necessary to face the usual and large management costs that the American game homes are forced to "support". It is all too evident that the situation and the case of the game house of Campione d'Italia represented a real shock both at the sector level and for public opinion that, certainly, one thing would never have expected such.

The closure and failure of the champion casino were two striking events, considering that this structure in 2017 had produced revenues for over 90 million $: both situations brought to light how much the current management model ("state") not It is more sustainable: and we do not speak, then, about the opening of an "competition" procedure as regards the Saint Vincent casino that appears to be further confirmation about the lack of sustainability of this type of state "administrations". For the moment, all this "sectoral" bailmme does not touch the Sanremo casino which, however, has been an objective of a relevant business renovation in recent years: it can be said that it has intervened in that case in time and even before that even that "Things degenerate". But intervention has been there and also considerable.

All this inevitably leads to reflect and conclude that there are few solutions for this phenomenon: the primary and drastic cut of management costs concerns staff, continuing with that of marketing expenses, and a somewhat significant increase in revenues as an alternative: e To achieve the latter objective, it will be necessary to "squeeze the meninges" more than the usual. This last path would seem the most obvious choice and the one that above all would not touch the staff: but this specific market does not offer at the moment any possibility, at least as it is structured today. The cutting of the costs of the staff, on the other hand, appears to be the only real hypothesis that can make "results" achieved, without prejudice that, however, it brings a serious very high corporate conflict, great commitment and the strength to make projects that concern at least a five -year period. This in order to arrive at a sort of reorganization of the work that has never been faced despite the casino market, in the last ten years at least, would require it loudly.

Unfortunately, however, this last path was not faced for a myriad of reasons, but certainly not for a logic that the market certainly required and requires. But, as for all sectors, even in the game homes sector you cannot only "use the dark" to decrease personnel costs, just as marketing investments cannot be reset: innovation, however, could be The right path from an organizational and also cultural point of view. But what do you want to mean with this? We want to bring the memory back to the 1980s when by strong innovation, that of the so -called "American" games, the potential customers had been expanded with the practical consequence of an increase in revenues. That's why we talk about innovation: the market of gamble The volume engaged in the game has changed radically and today touches the 100 billion $ per year: it seems truly impossible that local gaming houses are unable to derive any benefit from this business which, sincerely, is enormous and immense beyond all thoughtable.

However, it must be said that the offer of the game product by casino is still too static and therefore not very dynamic, not very flexible and also expensive compared to the public game that as you know has "low cost" products, addressed to an audience Young: without forgetting the internet that took the field making a "fierce competition" to the rest of the game. Certainly, fighting the network and consequently the "lifestyle" that the same "imposes", is like fighting against "the windmills by the notorious Don Quixote": the network involves and attracts and caused, "forcing" To always be connected, several problems for many activities and to many professions, but which is also decreeing the death of many common places and many habits. Whether it's good or badly you will see a tomorrow: the present, as far as the game of casino play, certainly does not thank you!

Publication date: March 1, 2019 at 12:00

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