Comfort can come at a price but what if it also boosts revenues?
SO often we hear about the importance of game volatility, side bets and progressive jackpots to the success of a casino – rarely do we hear about the importance of the environment in which players find themselves.
It can be argued that the activity of gambling itself is the single most important factor for casino operators – it’s certainly where the money is made – but that doesn’t explain why Las Vegas’ casinos are so lavishly themed, why Macau’s casinos are so extravagantly furnished or why millions of pounds are being spent renovating and restoring The Hippodrome Casino in London to its former glory. The environment does matter and, as casinos aim to compete with other forms of leisure, it’s only going to matter more.
Not every casino has to have a rollercoaster inside, of course - not many would want to – but the notion of offering something other than gaming to consumers who have an abundance of other entertainment options to choose from is an essential consideration. In these challenging economic times, it’s hard enough enticing people away from their computer screens and out of their houses… Now, more than ever, leisure spend is viewed as an investment. People don’t want to waste their money on having a lousy time in uncomfortable surroundings.
“Generally, casinos are becoming a more rounded experience, not just gaming,” said Andrew Collier, managing director of SMC Design. His company is an international design consultancy specialising in interior design, graphic design and art consulting. “With the easy accessibility of both internet gaming sites and casinos, many more people are game ‘savvy’ and as such are less intimidated by the traditional casinos of old.”
As a result, casinos’ target client base is evolving, particularly in the UK where casino gaming is no longer the exclusive preserve of the wealthy.
“Casinos now offer entertainment and food and drink options, which means a more diverse clientele are attracted,” continued Collier. “This in turn has reduced the customer age group down. In response to this, the design of casinos is moving towards being more contemporary, hip and urban.”
In Europe, the downturn undoubtedly hit many operators and, due to the need to rein in spending, the last few years saw refurbishment work and new casino projects stall. Many operators now feel that the time is right to start up both new and refurbishment projects to make up for lost time. But what should casinos be looking to achieve?
This feature can be read in full in the July 2012 issue of InterGaming magazine
