The Gold Standard of New Game Launches
The Gold Standard of New Game Launches…
And a bonus: recurring revenue
By Brian Ferrilla, Chief Product Officer, Playport Gaming
Lake of the Torches Resort Casino in Lac du Flambeau, Wisconsin, is always on the lookout for innovative new ways to entertain and communicate with its guests. And, Playport Gaming’s new Class II Digital Game Wagering platform checked all the boxes.
Innovative entertainment? Check. The fun part of Playport’s smartphone digital game experience for players is shopping for games. Playport’s instant game catalog contains hundreds of instant win games, with an unlimited variety of game themes, play styles, prize structures, pay tables and denominations. Playport’s key innovation is on-property sale and cashing of live draw bingo games using casino guest’s smartphones. “Playport’s unique platform and instant-win games will allow our guests to enjoy Lake of the Torches Resort Casino wherever they go,” said Lake of the Torches CEO, Bill Guelcher.
Enhanced guest communications? Check. The Playport mobile instant-win app allows Lake of the Torches to deliver casino-branded games, conduct surveys, launch remarketing campaigns, and send targeted “in-app” push notifications. They can even easily send broad push notifications about casino-branded games that build on common marketing opportunities like seasonal games (Halloween Cash, Major League Moolah), casino product games (Buffet Bucks, Tee Off to Win), or event games (Concert Cash, MMA Money).
But this kind of industry-first innovation doesn’t come without launch challenges. And Lake of the Torches says that’s where Playport Gaming really shines. “…it truly has been an honoring experience. I’ve seen your dedication to achieve quality outcomes result in moving a concept into a working reality….”
How to Up Your (Game-Launch) Game
With Playport, it comes from a laser-focused attention to even the smallest detail. Playport builds a draft end-to-end project plan for review at the onsite Project Kickoff meeting. The Project Plan maps out the regulatory approval process and complete deployment planning steps, including platform and mobile app overviews, business process validation and the casino’s custom specification requirements. These activities result in business process specification approval by the casino operator, and preparation of a revised Project Plan by Playport Gaming.
The Project Plan also covers casino-branding from top to bottom. This is one of the most powerful platform benefits. When this is done well, the operator can “energize” its existing casino mobile app and gain more mobile device/app share of mind (and share of wallet) with fun, casino-branded, instant-win, smart phone games for its players.
The Project Plan documents customer games selection and game design specs, customer pay tables, and shopping portal design for in-casino and at-home web-based shopping portals.
With the design complete, it’s on to the lab where Playport builds a test environment to ensure flawless operation before migrating the application to the customer’s production environment.
Staff Training Focused on the Player Experience
Next, the Project Plan zeroes-in on staff training, which is an extensive combination of documentation and hands-on, on-site training with simulated transactions. The casino’s
Cashiers, Cage Jackpot Cashiers, and Cashier Supervisors become well-versed on how players purchase games and redeem winning-tickets, and on jackpot redemptions exceeding the MTL threshold. The result is an easy and convenient point-of-sale experience, crucial to player satisfaction.
Player’s Club Clerks are thoroughly trained on player validation and activation, and linkage to their player’s club account. Player’s Club clerks can look up specific Player’s Club members and review their history, information, transactions and additional notes; even review individual tickets for a specific player. This, too, is a crucial focus area; players love that they get loyalty points for their Playport game purchases and can even use loyalty points to buy new game tickets.
The casino Analytics team also receives in-depth training on sales reports. The Top Players report provides lists of the top players based on amount won, amount spent, game style, game title, date and time, and more. There’s also a Game Detail report with in-depth game-specific reports based on game title, actual hold, and date and time.
Platform launch training follows, leading up to a soft launch with VIP players, which features initial versions of the in-casino marketing campaign, social media marketing campaign, and any casino promotional offers.
Lessons Learned Drive the Big Day
Once the soft launch period closes, Playport leads an analytical review of the complete soft launch, covering both games and marketing. Any potential improvement to the game mix, business process and marketing campaigns illuminated in the soft launch is evaluated and implemented at the casino’s discretion. Plan, do, check, act…
The hard launch is ready to go with any analytics-driven game library revisions, and final business process and platform configuration refinements now in place. These are coupled with final versions of the Player’s Club database marketing campaign (all players), in-casino marketing campaign, social media marketing campaign, and launch-day promotions for a full-blown platform launch to targeted markets.
The Project Plan virtually ensures that the Launch Day goes off without a hitch, but Playport doesn’t stop there. A post-launch evaluation follows to capture best practices and tweak any operational issues. Then, routine support and go-forward game management kicks in. Playport helps the casino to establish regular analytics and game review rhythms, and facilitates ongoing design, development and deployment of new games for its players.
Lake of the Torches expects to build a new revenue stream and leverage their loyalty program investment by converting their customers playing online from “pure social casino play for virtual money” to “a chance to win real money” anywhere, anytime, and get loyalty program credit for it. The Playport app, coupled with targeted marketing plans should also drive additional property visits by their customer base to cash-in winning game tickets.
Bottom line: there really is a real money, mobile, wagering and marketing software platform that fulfills all Class II regulatory, accounting, security and auditing requirements and can be implemented NOW, for your players… And Playport’s world-class launch approach sets a new standard for implementation success.
Playport is a closed loop system with all games purchased and all prizes paid on tribal lands. Visit www.playport.com to learn more, or download a demo version of Playport to your phone from the Apple or Google app stores by using the keyword search “playport.”