Published by Programme B
As a highly regarded business strategy, human resource management (HRM) oversees organizational leadership, culture, transformation, and change. In practice, that would include risk and crisis management plans. When the Government of Canada issued a mandatory lockdown during the first wave of the pandemic, unemployment skyrocketed and emergency financial support arrived… exposing small businesses and big brands to a real crisis.
Fortunately, for an already thriving gaming industry, advanced digital technology, and record-high housebound player engagement meant increased revenues for online casino and gaming developers throughout Canada.
Unfortunately for land-based casinos, forced social and physical distance business closures has been a huge (temporary) loss for customers and employees.
Canada’s economic recovery during the second-wave is an opportunity for offline casino operators and online casino developers to work together and streamline their vision.
In other words, business brands that can build the right digital experience and online community will be top of mind with consumers.
Opportunities and Creative Disruption
The pandemic has opened our eyes to a future of (some) uncertainty and events that are beyond our control. However, we’ve seen that a crisis can challenge us to think differently and create new opportunities.
With regards to legislation at the provincial level, upcoming changes to the regulated online marketplace would soon lift restrictions levied on private operators. Obviously, this opens the door to new licenses and revenue-generating opportunities with qualified offshore online operators.
Think: stakeholders vs. shareholders
Think: building a community vs. building a company
Think: organizational culture vs. company culture
Adding an online product to a land-based casino, for example, creates an immediate connection to a larger targeted audience as well as your loyal player base. Land, web, and mobile options provide added value to customers at home, at the hotel, or on the go.
To the credit of Canada’s long-standing legal gambling market, the size and growth of its bigger (gaming) industry is a reflection of market demands and the variety (and availability) of gaming options. For example, live sporting events and esports will be a huge value-add for both platforms when they become available as betting options.
Other transformative benefits and opportunities between online casino games developers and land-based casinos include:
- Live streaming, which also enables players to choose their favorite casino game and their favorite dealer.
- Customization, which includes branded live studio options like branded dealer outfits, branded table designs, and branded studio environments. (Game specific options can also be customized.)
- The opportunity to create an effective customer-centric business model that will help to understand today’s casual player — and how you can continue to meet their needs.
- Professional developers dedicated to ensuring consistent quality and exciting products.
- Larger casino corporations (brands) can take advantage of the vast array of digital services that come with a new software partner. (Bally’s and Bet. Works, Scientific Games, and BigTime Gaming)
Make hay while the sun shines
The pandemic has boosted the reach of the gaming industry to include players who haven’t played a game in the past year but are now considering playing again (on their mobile phone). Free-to-play mobile games may be an appealing option to a player who is short on cash and time.
Land casino operators: for your customers who enjoy playing high-quality games during the promotion? If your online casino is up and running — you’ve got lots of great games and loyalty perks to offer.
Integrated marketing options are numerous and a different (bigger!) conversation… 😉
Photo by Thiago Matos from Pexels