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New York City may be one of the wealthiest and most populated cities in the world, but the New York state economy has been struggling to support its more rural residents. Historically, this region has relied heavily on manufacturing jobs. Combine the steady decline of this industry along with the affects of the Great Recession and you have an area that is experiencing real economic distress. While many states have been able to bounce back from these circumstances, upstate New York has been experiencing progress at a much slower rate. Fortunately, the area is about to get a major boost with the opening of the Resorts World Catskills casino. There are high hopes that this new casino will provide the jobs and spending power necessary to revitalize the area.

Up until 2013, New York only allowed limited forms of gambling. Basically, there were a handful of Indian owned and operated casinos in rural locations and slot machines were allowed at racetracks. However, there was a ban on full-scale, Las Vegas style casinos. Previous attempts to expand gambling were met by large opposition from religious groups. Beginning in early 2012, Governor Andrew Cuomo began a campaign to amend the state’s constitution and eliminate restrictions so that more casinos could be built and provide a much needed boost to the economy.

When Cuomo first made his plan public, the opposition wasn’t as fierce as with past attempts, but there was an influx of lobbyists pushing for a variety of different special interest groups. After all, legalizing full-scale gambling isn’t a straightforward issue. Cuomo and the state legislature would have to decide how many licenses would be allowed, where the casinos could be built and what kind of tax rate would be placed on gambling.

Some of the biggest objections to the amendment came from tribes, like the Senecas, who were already running their own casinos in the state. While they were okay with NYC based casinos, they didn’t want to have to face competition outside the city. Previous deals had promised them certain exclusivity rights that they claimed would be violated by opening up gambling to more areas.

Ultimately, the residents of New York took to the polls and approved the constitutional amendment that came with a few key requirements. While many casino companies were hoping to be able to tap into the NYC market, the law permits only four new casinos and limits them to certain areas, most of which run along the New York and Pennsylvania border where the economy has been the hardest hit.

The Road to Upstate NY’s First Full-Scale Casino

Getting a constitutional amendment passed is no small feat, but it would take another five years before the doors of the Resorts World Catskills casino actually opened. During that time, economic development departments, local governments, professional analysts and a variety of other organizations were busy putting together arguments for why their city should be the site of one of the four new casinos. Ultimately, Sullivan County was chosen for the first build because it offered the greatest potential for a positive economic impact.

The average worker wage in Sullivan County is $31,483 a year, one of the lowest in the state. The casino is expected to raise individual earnings to around $36,237. Research studies estimate that $903 of that extra income will go directly back into the local economy. That means that local businesses will see additional profits and be able to enjoy a more stable and secure financial situation.

Perhaps even more importantly, additional jobs and higher wages will translate into a healthier community. Positive outcomes include higher graduation rates, better health and less crime. Ultimately, this also puts less of a strain on local and state resources. The casino is on track to be a real boon for local residents and offer far reaching benefits.

The Challenges of Staffing a New Casino

One of the biggest concerns about building a casino in rural New York was that there simply wouldn’t be enough people to fill over 2,000 new positions. Local businesses also feared that they would lose their employees to the casino and have trouble staffing their own businesses. However, researchers were able to determine that based on the proposed location of the new casino, there would be plenty of qualified workers to fill the positions. As a result, Resorts World Catskills was able to fully staff the new casino without negatively impacting local businesses.

The next staffing challenge was to effectively and efficiently schedule over 2,000 new employees who all have different skills and schedule preferences. From a casino’s perspective, they want to be able to provide convenient shifts for their employees in order to keep morale high and turnover low. They also want to place individuals at tables and stations where they are able to perform best. At the same time, workers want a certain level of flexibility and a schedule that can accommodate their existing family responsibilities. The logistics of balancing all these different factors on a weekly basis can be daunting.

Fortunately, just as technology has helped to advance slot machines and gaming, it has also improved scheduling capabilities. Software like Casino Schedule Ease allows casinos to streamline the scheduling process from one, easy to use dashboard. Employees can easily communicate preferences and ask for time off and scheduling managers can view a visual representation of the casino floor as they work to fill spots. As a result, casinos can operate more efficiently, provide a better customer experience and keep employ satisfaction high.

It took a lot of effort from state and local governments, national gambling organizations, voters, builders and a long list of other participants to open the Resorts World Catskills casino. Fortunately, their efforts have paid off and five years after New York voters decided to approve full-scale gambling in the state, the first of four casinos has opened its doors for business. For Sullivan County in particular, this marks the beginning of a new era of economic prosperity as residents are able to enjoy higher wages and job security.

 

It is almost the end of February, which means that spring is within sight and cabin fever has officially set in. People are looking to get out of the house and perhaps enjoy some warmer weather. For casinos, especially those located in southern cities, now is the perfect time to offer great deals and attract additional customers. However, northern locations are experiencing a whole different set of challenges. While most tourist destinations have predictable peak seasons, casinos seem to operate by a different set of rules. Understanding the ebbs and flow that come with the seasons and month to month changes can help casinos develop pricing and  marketing strategies and effectively schedule employees for more effective budgeting.

Seasonal Statistics for Vegas Casinos

Because Las Vegas enjoys relatively warm weather throughout the year, they aren’t quite as susceptible to seasonal fluctuations as casinos in cities like Atlantic City. However, there are some notable trends worth paying attention to because they represent real opportunities for casinos to change up their strategies and try to bring in more customers during slow times.

For casinos located along the strip, January is the busiest month with revenue rising about 6% above the average numbers. May and December are also usually busy months while April and June are historically the slowest. You might expect a real slow-down between Thanksgiving and Christmas as people either stay home for the holidays or travel to spend time with relatives, but Las Vegas has been able to temper this revenue lull by hosting huge events like the National Rodeo Finals and offering great room bargains to keep a steady stream of revenue flowing.

It is important to note that while December isn’t one of the slowest months when it comes to revenue, it is clearly the month with the fewest visitors. Throughout the month, fewer people visit, but those who do make the trip are still spending plenty of money. Ultimately, it all comes down to New Year’s, which is a huge earner for Las Vegas and the reason why despite fewer visitors, it is still a strong earning month that leads directly into the strongest earning month, January.

Unlike most resort destinations, with Las Vegas, there isn’t a direct correlation between the number of visitors and the amount of revenue casinos earn. High-rollers and a big holiday, like New Year’s can turn a month when there are fewer visitors into a profitable time. For casinos, this means that they have to be looking at a several different variables and how they will play out in order to design marketing strategies and effectively staff their facilities.

Seasonal Statistics for Atlantic City

As another well-known gambling destination, Atlantic City (near and dear to our hearts) also offers some interesting insights into seasonal gambling trends. You might assume that Atlantic City performs better during winter months as people are looking for something to get them out of the cold and also out of the house. In reality, the summer months are a boon time for the city. Visitors are on vacation and looking to have a good time. The beach, combined with plenty of entertainment and gambling options, make August the busiest month with revenue numbers a full 23% above average. In contrast, November is the slowest month and revenue totals drop a full 30% below average. These represent much bigger swings than can be found in Las Vegas where even the highs and lows don’t stray too far from the average.

For visitors who are purely interested in gambling, December-February are the best months to visit. Hotel prices drop significantly to try and lure in more customers and there aren’t any crowds. However, this also means that many of the attractions are closed and the entertainment schedule isn’t quite as full.

For Casinos, surviving the winter months without losing too much revenue can be tricky. Obviously, cutting back on attractions and lowering room rates are two options, but there are some other tools that can help cut down on costs.

Tools for Reducing Spending During Slow Months

One of the easiest ways to reduce expenses, which can be vital during slow months, is to work on staffing casinos more efficiently. Too many people working on the floor will eat away at profits. For employees who earn part of their income through tips, being overstaffed can also mean that they earn less, which inevitably leads to lower employee morale and higher turnover. To help combat these issues, many Atlantic City Casinos have turned to Casino Schedule Ease for help.

This simple to use yet sophisticated software program has been especially designed to help casinos manage their unique scheduling challenges. It allows managers to optimize their employees and create the best possible schedules that not only keep the casinos running, but cut down on costs and improve employee relations. Casino Schedule Ease also means that managers will have more free time to focus on other areas of the business and can avoid wasting time try to solve scheduling puzzles.

Employees can simply log into the Team Member Portal from any computer switching and offering days that they would prefer to work. They can also request time off and communicate any other preferences. The manager is then able to quickly synthesize all this information and create an optimal schedule. The software even provides a visual diagram of the casino floor to help managers place employees at the tables and areas where they perform best. With such precise tools, managers can avoid being understaffed during the busiest months and cut down on staffing costs during slow months.

While Las Vegas, Atlantic City and other casinos all over the world may not follow the same seasonal trends, each location will have their own patterns. Casinos can use this information to decide when to raise or lower room rates, when to schedule big name entertainment and how best to staff their facilities according to demand. With tools like Casino Schedule Ease, Casinos can put this information to work for them and better weather slower months when revenue inevitably dips.

 

 

 

 

While certain famous gambling hubs in the US have experienced their fair share of ups and downs over the past decade, many casinos are looking to shake up leadership and undertake bold new expansions. This is good news for gamblers who don’t want to have to travel to other parts of the globe to enjoy high quality establishments, but it is even better news for workers looking for high paying jobs that also come with great benefits. If you have been underemployed or simply dissatisfied at your current position, casinos are hiring and it might be a the right career move for you.

Which Casinos are Hiring?

1. Hard Rock Hotel & Casino Atlantic City

The Hard Rock Hotel & Casino Atlantic City is scheduled to open in the summer of 2018 and the company is in the middle of a hiring frenzy. They need to fill over 3,000 positions by this summer in order to be ready to welcome the public. Right now, the company is holding massive job fairs to try and recruit new hires. They even contacted former employees from the recently closed Trump Taj Mahal. Out of 1,600 employees who received a letter or email, about 1,400 responded and scheduled an interview. That is a pretty good sign for those who are wondering if casino employees like working in the industry.

What they are looking for in applicants

Hard Rock has a very specific and recognizable brand. They are all about the high energy, rock and roll experience and they want team members who will interact well with the customers. That is exactly why employees wear shirts that say “I’m with the band” and managers are known as producers. If you are an outgoing person who loves music, then you might be the next rock star they are looking to hire.

2. Sycuan Casino in San Diego

On the other side of the country, San Diego is experiencing a casino building boom and that means massive amounts of jobs. Currently, six out the the area’s 10 casinos are in the middle of expansion projects. The Sycuan Casino alone is looking to add 700 jobs. While some of the positions are entry level, they are also looking to fill upper management positions that come with six-figure salaries.  As a result of the area’s booming economy, the San Diego area has an unemployment rate of 3.3%, which means that casinos are desperate to attract employees.

For job seekers, it is definitely an employee’s market. Casinos know that they have to offer enticing compensation packages to get workers to relocate or travel longer distances to their new jobs. If you are looking to start on a career path, then the Sycuan Casino is ready to offer you a highly competitive salary along with plenty of benefits and job perks. Keep in mind that they are also interested in employee retention, so there will also be opportunities for career advancement.

What they are looking for in applicants

Casinos are a part of the hospitality industry, which means that they are in the business of creating a customer experience. If a visitor has a good time, they are more likely to return and provide positive PR through word-of-mouth recommendations. Employees have to be outgoing, friendly and willing to go the extra mile when it comes to creating pleasant and memorable interactions with customers. While some of these skills can be learned over time, Sycuan Casino is looking for people who can hit the ground running because things are moving quickly with the expansion.

Why Casinos Offer a Great Career Path

If you have never worked in a casino before, you might be surprised to learn exactly what they have to offer. With thousands of employees working at any one location, casinos can’t afford to have constant turnover. They need a staff of happy and well-trained employees to keep things running. This means that they are very concerned with employee retention and go above and beyond to maintain job satisfaction.

Great Salaries, Benefits and Earning Potential

For management level positions, the average salary is $70,000 with the potential to earn over $100,000 depending on where you work. Dealers begin with a generous base salary and can effectively double their take-home pay with tips. On top of pay, employees enjoy great health insurance, retirement benefits, bonuses and onsite perks. Employees often eat for free and have access to fitness centers and plenty of recreational activities. Casinos also try to boost morale and strengthen teams through softball teams, retreats and other fun outings.

For some people, one of the biggest drawbacks of working at a casino is the 24-hour cycle. There are workers who prefer the night shift for a variety of reasons and others who need more flexibility in their schedule so that they can attend family events. Fortunately, casinos rely on advanced scheduling software like Casino Schedule Ease to help them manage scheduling and ensure that the specific needs of different employees, along with special requests, are addressed. As an employee, you can use the dashboard to log-in and list preferences and request days off. Managers can then easily process all this information and optimize worker’s schedules and make sure they are placed at tables or areas where they perform best. With conscientious managers and tools like Casino Schedule Ease, you won’t have to worry about being stuck with a shift that doesn’t fit your schedule or your lifestyle.

Start a Career Instead of Landing a Job

Finally, as mentioned above, perhaps one of the best parts of working at a casino is they that they are looking to offer a career and not just a job. If you are an ambitions and hard worker, there aren’t any limits to what you will be able to achieve with the right casino company. You can take advantage of education credits, advancement opportunities and plenty of training and certification programs that will help you develop new skills and become even more marketable.

Casinos across the country are undergoing massive expansions projects and they need skilled and capable workers right now. It is an employee market where you can enjoy great compensation packages, flexible scheduling and career oriented positions. Now is the perfect time to consider a career in the casino industry.

 

 

 

Marketing in the casino industry can be tricky, especially in 2018 when the gambling is in a state of flux. Casinos are starting to realize that the same old techniques aren’t going to produce the same results. Patrons are younger, more tech savvy and simply have different expectations when it comes to entertainment. With that in mind, we decided to take a look at classic marketing techniques that are still standing the test of time and other approaches that could be updated.

The Keepers

Sex sells

Let’s face it: Las Vegas is a sexy town. As the saying goes, “What happens in Vegas, stays in Vegas.” The entire city has been branded as a place where you can go and let your hair down and return to your normal life after a long weekend of fun. While this marketing technique might not play as well to audiences in Pennsylvania, a little excitement and risk is part of what makes gambling fun. The idea that sex sells is still a valid one when it comes to marketing, especially in the casino industry.

The VIP Experience.

If you have ever watched a movie that takes place in a casino, then you are familiar with the allure of the high rollers. These are exclusive patrons who receive the VIP treatment and whose every whim is catered to by the staff. Any time you can offer a special experience that isn’t available to the average customer, you are going to have a marketing win. It is an age old truth that people want to feel important, stand out and be seen. Creating VIP packages will continue to be a valuable tool.

Variety is the spice of life.

One of the great things about casinos is that practically anyone can play and have the chance to win big and enjoy a taste of luxury. If you can’t afford the VIP treatment, casinos offer a low entry fee. For example, all-you-can-eat buffets for $2.99 or dime slot machines. Offering a unique experience that comes with a low price of entry means everyone can participate and allows casinos to cater to a wide variety of customers. Some people get more of a thrill out of a good deal than dropping thousands of dollars on a VIP experience. It is a good idea to market to the full range of consumers who walk through the doors of casinos.

Where There is Room for Improvement

Gambling is risky. Gaming is fun.

Language is incredibly important. The word “gambling” comes with some negative connotations. Gambling is risky and people naturally associate it with losing money, even if they do it hoping to win big. There is also gambling addiction, which makes the practice seem seedier than simply gaming. Replacing gambling with the word “gaming” helps casinos convey more of a entertainment factor. People are visiting to play games and have fun, not try to win enough money to pay their mortgage that month.

Focus on creating an experience.

This has been another noticeable shift in the casino industry and the way it markets itself. In the past, gambling was the main attraction and the food, drinks and shows were just part of the fun. More and more, people are looking for the full package: a completely immersive experience that includes great customer service, luxurious accommodations and plenty of entertainment options. Casinos have adapted to these increasing demands, but there is still room for improvement.

While some casinos have been leaders in catering to Millennials by incorporating more lounge spaces and social gaming experiences, others have been slower to adopt new approaches. In some cases, the problem comes down to logistics. Running a casino requires complex feats of organization and messing with an existing process by throwing new games and bars into the equation can be a nightmare.

The casinos that have been able to successfully adapt to changing markets and implement changes are using technology to help their efforts and streamline processes. Software like Casino Schedule Ease allows managers to schedule and optimize employees and employees can easily request shifts and communicate with managers. By simplifying this process, casinos are able to operate more efficiently, adapt more quickly to customer demands and make the move towards better service that helps to create a well-rounded experience for patrons.

Make the move to digital and mobile.

Believe it or not, casinos still spend a surprising portion of their marketing budgets on print advertising. This can make sense when it comes to billboards, but physical fliers and newsletters are a waste of money. Making the move to digital and mobile advertising would allow casinos to target customers based on their location and their search habits.

For example, geo targeting allow companies to serve ads based on whether potential customers are within a certain range of their business. Imagine being able to set up a 20 mile virtual perimeter around the casino and send people ads, enticing them to stops by whenever they are close to the casino. It is simply a smarter, more effective way to market.

Take full-service to a whole new level.

Another way to create a better experience for customers is to anticipate their needs and go above and beyond. Most casinos are self-contained. Patrons don’t have to leave to do some shopping, eat at a great restaurant or even receive a spa treatment. The more you are able to provide convenient services, more likely they will be to stay in the casino and spend. For example, instead of just providing a fully stocked gym, why not also provide a free trainer and fitness classes throughout the day? You could even stock locker rooms with free supplements and protein shakes. These gestures can pay off in a big way through positive word of mouth marketing and customer loyalty.

There is no arguing that the casino industry faces some unique challenges when it comes to marketing, but there are some simply changes that can be made to keep up with new demands. The first step is to recognize what is working and where there is room for improvement. From there, it is important to arm yourself with the right tools, like Casino Schedule Ease software and mobile marketing geo targeting apps, to set yourself up for success.

 

 

North America is responsible for over 46% of the market when it comes to casino revenue. As the clear leader, it is important for U.S. casinos to look to international trends when developing progressive strategies to build on existing success and continue to attract international customers. While many of the trends that are affecting the international market are also occurring in the U.S., there are a few worth noting and taking into account in 2018 and beyond.

New Marketing Strategies

You may be surprised to learn that casinos around the world still rely heavily on direct mail marketing. It is still by far the most popular marketing tool despite a whole host of digital options. Moving forward, casinos are looking to adopt more technology-based techniques and optimize social media and mobile advertising.

The real challenge here is to serve ads in a way that feels personal without being intrusive. Younger demographics are used to constantly being barraged with online ads, which means that they have become desensitized and don’t have a problem simply skimming over ads. Casinos are going to have to develop high quality content that is both informative and entertaining in order to grab the attention of their target audience.

Winning over Millennials

Not only are casinos looking to win over Millennials with new marketing strategies, they are also changing the landscape of their casino floors to attract more customers from this age group. This goes beyond incorporating new types of games and includes re-purposing underutilized space with more intimate lounges and speakeasy type bars that reflect the tastes of younger gamblers.

Online Gambling

While brick and mortar casino locations are still by far the largest source of revenue, there is an increasing demand for online gambling. Countries who do allow online gambling are raking in all the money from this profitable form of betting. The U.S., in particular, has been especially strict about regulating online gambling. As it stands now, only a few states permit this form of gambling and only residents of that state are allowed to participate. However, as the international online gambling market continues to grow, the federal government may feel more pressure from casinos to loosen restrictions. It will be interesting to see how the U.S. continues to handle this trend.

Smaller Scale Gambling Operations

In the United States, we are used to large gambling meccas like Las Vegas and Atlantic City. A visit to one of these cities is meant to provide an immersive experience that includes fine dining, entertainment and superior accommodations. Hotels are built to serve the casinos and act as an additional, luxurious draw to consumers. All the glitz and glamour is part of the bigger experience.

This same approach to attracting customers has been used around the world, but there is now a noticeable shift towards smaller scale gambling operations. Instead of making the casino the destination, companies are bringing gambling to existing destinations. For example, there are more slot machines and games showing up in hotel lobbies, bars and restaurants. Casinos aren’t as concerned about bringing customers to them as they are about meeting customers where they already are.

Continuing this trend in the U.S. is problematic because of gambling regulations, but again, it is a trend worth watching. U.S. companies may want to start exploring new ways to partner up with the hospitality industry.

Social Gambling and Interactive Games

It should come as no surprise that more interactive games that allow you to play with and against your friends are also gaining popularity across the globe. Technology has the power to make us feel more isolated, but it can also help us connect and turn gambling into a more social activity. Apparently, a trend towards more social experiences is one that crosses all borders and will continue to be important on an international level.

What Other Countries Can Learn from US Trends

There are also some big things happening in the U.S. that may be of interest to foreign casino companies also looking to stay competitive. While the presence of technology is becoming more visible on the gaming floor, it is also being used to address management challenges and streamline many of the complicated processes that keep casinos running.

For instance, Casino Schedule Ease (CSE) is a software program that helps managers to easily schedule employees and maximize performance. Just imagine the balancing act required to make sure that all the tables are covered over a 24-hour period by an employee who has the skills and experience to expertly run each game. Not to mention all the unexpected variables that can pop-up during the day, including unscheduled absences.

Casino Schedule Ease allows employees to log into a centralized dashboard and put in requests for vacation time and let managers know what days and times they prefer to work. Mangers can use the software to create an ideal schedule that takes into account the needs of the casino and preferences of individual workers. CSE even provides a visual representation of the casino floor to help managers create a clear picture of who will be placed where.

This type of management and scheduling software is allowing casinos to run more efficiently and provide both employees and guests with a better experience. As a result, casinos enjoy more repeat business and are able to reduce operational costs. Moving forward CSE and other software will increasingly become invaluable tools that allow large scale casinos to better manage daily challenges. International casinos may want to take note of this growing trend as they continue to look for ways to increase revenue and stay competitive.

Conclusion

It would be a mistake for casinos to ignore what is happening across the globe in the gambling industry. Even though the U.S. owns the largest share of the market, being the leader can often result in complacency. Taking a larger view of the market can help identify emerging trends and help casinos position themselves for ongoing success. On that same note, international casinos may want to take a look at how major U.S. companies are using technology and software, like Casino Schedule Ease, to improve performance and increase revenue.

 

The year is quickly coming to a close and it is time to start looking forward to 2018 and preparing for emerging trends that may influence the casino industry over the next 12 months. While there have been some notable closings over the last year, the future is looking bright with plenty of new openings scheduled. Each upcoming casino represents a new aspect of the casino industry and reflects not only what consumers are demanding, but also how more established casinos are going to have to adapt in order to survive. It should come as no surprise that technology is going to play a major role in these new openings and throughout the entire industry. With all that in mind, here are some new openings, tools and technology trends to be on the lookout for in 2018.

New Casinos Opening in 2018

Soboba Casino

While the Soboba band of Luiseno Indians have been running the Soboba Casino in the foothills of San Jacinto for the past 21 years, the tribe has already made major progress on a replacement that is location just one mile down the road. The new facility will span over 480,000 square feet and offer a hotel, events, cafes, bars and much more. Construction has been underway for some time now and on December 11th the tribe held a “topping” ceremony to celebrate a building milestone. If everything goes smoothly, the new casino will be open in the fall of 2018.

This is just one of many renovation and expansion projects among tribes in California and across the country. These groups are looking to increase profits and 2018 will see the completion of a variety of major improvement projects among Indian owned casinos.

Desert diamond West Valley Resort and casino

This project has been in the works for years and while it might not officially open in 2018, much of the project will be completed in the coming year. The Tohono O’odham Gaming Enterprise is heading up the project and building a large facility in Glendale, Arizona’s, Westgate Entertainment District, which is already home to many trendy spots. It will play host to slot machines, bingo, poker and plenty of restaurants and other amenities.

Getting the project off the ground has been challenging. Federal legislation looked like it would be able to stand in the way, but court rulings continued to favor the tribe. In the interim, the tribe opened a temporary casino, but the state of Arizona refused to approve a liquor license, which put a major damper on business. Now that they have finally been cleared for Class III gambling and were given a license to serve alcohol, the project is in full swing. Once all phases of the project have been completed, this large facility will take up over 1 million square feet and create over 3,000 jobs for tribal members and the community.

 

Resorts World Catskills

If everything goes according to plan, the Resorts World Catskills will be opening in mid-February, about two weeks ahead of schedule. This would be a plus for the casino because the new opening date aligns with the Lunar New Year and their target audience. The casino is looking to capitalize on Asian patrons and will offer games that are popular in China along with employees who speak Mandarin. Right now, the biggest challenge is hiring enough employees to staff the facilities, which include a hotel, spa, restaurant, bar, casino retail stores and more.

While the Resorts World Catskills is one of many openings schedule for 2018, it is notable because it represents a couple key trends.

1. Relaxed gambling laws are creating more competition away from traditional hubs like Atlantic City and Las Vegas. Casinos are spreading up and down the east coast and taking over more rural areas.
2. Resorts World Catskills is being billed as a destination casino. They aren’t just trying to pull in people from the region, but trying to entice world travelers to visit. While they aren’t the first casino to cater to Asian customers, they do represent a unique model.

Tools and Technology Trends for 2018

In previous posts, we have looked at important factors that may have contributed to major casino closings in 2017. One common thread was that some casinos failed to adopt technology and other management tools that allowed their competitors to operate more efficiently. In 2018, technology will continue to be an important tool, not only on the gaming floor, but also in the back office. If there is one thing casinos should pay attention to in 2018, it’s how they can use technology to run a better business because you can be sure that the competition is already using these tools to get the edge.

While consumers will be looking for updated games that are more interactive and provide a social element, casinos also need to pay attention to the complete visitor experience. This means staying organized and running a tight ship. Casino Schedule Ease is one increasingly popular tool that is being used to streamline employee scheduling and communication so that managers spend less time on administrative tasks. It also automatically optimizes employee placement on the floor so that they are able to play to their strengths. Perhaps best of all, the software allows employees to easily request time off and get shifts that best fit their personal life. Ultimately, happy employees translate in a better business and customer experience, so while scheduling might not be the most glamorous aspect of the casino industry, it plays a vital role in overall success.

For 2018, look for trends that include casino openings in less populous and popular areas of the country. While Vegas is getting some upgrades, some of the most exciting new projects are being executed by tribes across the country. These projects represent some real challenges to established markets. For those looking to stay competitive as tribes expand their reach, it will be important to utilize technology to improve efficiency and offer a better customer experience. Look for software, like Casino Schedule Ease, to be a more common staple among successful casinos who want to leverage the power of technology.

If you have been paying attention to the news lately, you may have noticed that there are some seemingly contradictory happenings in the casino industry. Since 2014, Atlantic City has closed a total of five casinos. Meanwhile, major new casino projects are underway. In fact, Virgin Group, headed by billionaire entrepreneur Richard Branson, is looking to expand its hotel holdings by opening a casino in Las Vegas. With so many casinos closing, paired with promising new openings, it is important to examine why some longstanding institutions have crumbled and how new casinos can ensure success.

The Collapse of Atlantic City

Perhaps the most notable decline in the casino industry can be seen in the downfall of Atlantic City. This New Jersey town was once the only gambling hub outside of Las Vegas, but it has been rapidly declining in recent years. At the height of its success, there were 12 fully operational casinos playing host to tourists from around the country looking to try their hand at winning big. Today, five of those casinos have closed although a few are in talks to reopen as hotels, water parks or other entertainment venues. Yet, even these deals seem to be fraught with challenges and there have been many negotiations that have fallen through and delayed re-openings so that massive hotels still sit empty on the boardwalk.

What happened?

It is impossible to trace the collapse of a city and an industry back to one particular event. A variety of factors combined to create a complicated web of challenges that ultimately drew business away from the city. For starters, new legislation in other states eased gambling restrictions, increasing competition. People who used to make the trip to Atlantic City can now stay closer to home. City leaders are quick to point to this cause, but there are also some other important factors to consider and some of the blame needs to be put on the casinos themselves.

Many casinos made the mistake of resting on their laurels and failing to recognize and adapt to emerging trends. Even if gambling has been a popular past time, consumers are a dynamic group who will always demand better games, entertainment and service. As we have discussed before in this blog, casino patrons are looking for more concerts and entertainment acts, as well as, interactive games that go beyond simply sitting at a slot machine and pushing a button repeatedly. By all accounts, Atlantic City casinos failed to recognize these trends. Instead of making meaningful changes that would attract today’s consumer and increase revenue, companies turned to financial juggling that was meant to cut costs. When the ship started to take on water and sink, casinos chose to put all their effort into bailing out the water instead of fixing the hole.

New Casino Openings

While it remains to be seen whether Atlantic City can quickly adapt to changing markets and make a full recovery, Las Vegas could be a good example to look to for guidance. While the strip has experienced some closures over the past few years, many of these casinos were renovated and reopened. Even those that were completely demolished are being reborn as more modern establishments that speak to the demands of customers who want more advanced gaming and a better overall experience.

The announcement that Virgin Group and Branson are looking to take over an existing building and create a casino that embodies the Virgin brand is another sign that new life is being breathed into Las Vegas. Virgin has long built itself as a innovation leader and a “sexy aspirational lifestyle brand” that is “savvy enough to think like a guest.” This is the kind of attitude and approach it is going to take to ensure the continued success of casinos and the gambling industry as a whole.

How Can New Casinos Achieve Success?

First and foremost, new casinos need to learn from past mistakes, especially those made in Atlantic City. That means being able to take a step back from thinking like a casino and actually stepping into the shoes of guests and target demographics. It also means adopting new technology that will provide better games, automate operational tasks and improve the overall customer experience.

In Atlantic City, casino owners were looking to cut costs by renegotiating leases and shuffling money around, but these were only temporary fixes. Fortunately, there are other ways to reduce overhead costs while also improving the visitors experience. Technology like Casino Schedule Ease is specially designed to address the unique needs of the casino industry. This software effectively automates and organizes the scheduling process for benefits that include:

• Less time and valuable man-hours spent managing employees
• More ideal schedules for individual employees, which increases morale and improves employee retention rates.
• The ability to strategically place employees where they perform best.
• A centralized dashboard the streamlines communication.
• The ability to get the most out the the entire staff and provide a better overall customer experience.

It is certainly no coincidence that three of the casinos that have been able to weather the downturn in Atlantic City, have all taken a proactive approach to incorporating new technology. Borrgata, Tropicana and Resorts all use Casino Schedule Ease to help create a better employee customer experience.

With the right technology there is a way to both increase revenue and reduce operational costs. The key is not to rely too heavily on one tool or another and present a united front of innovation that looks at every aspect of how employees and visitors experience the casino. Happy employees will translate into loyal customers. Combine that with advanced games, great food and entertainment and a continued commitment to progress, and you have a recipe for success.

Conclusion

The casino industry isn’t the first to fall victim to a false sense of confidence. The American automotive industry also failed to push for progress and underestimated their competition, which ultimately lead to a historic government bail-out. It is easy to become comfortable being the leader, but history has shown time and again that hubris can cause companies to be blind to important changes in the market. While Atlantic City has had to relearn this hard lesson, there are positive signs that new casinos across the country are actively avoiding the same mistakes and seeking out new ways to use technology to ensure success. With plenty of available tools on the market, the future could be looking bright for the entire industry.

 

 

 

 

 

 

Technology is revolutionizing the casino industry for employees, managers and patrons. New management and scheduling software makes it easy for casinos to manage hundreds of employees who are working around the clock to provide hotel, restaurant, entertainment and gambling services, all under one roof. Patrons are also being wooed by new games that take advantage of the popularity of TV shows and social media to create a more interactive gaming experience. Almost every area of the gaming industry is getting makeovers thanks to technological advances and the result has been a noticeable shift towards growth in the industry that is projected to continue through 2021.

How Software is Improving the Casino Experience

Casinos are a unique destination because they are designed to provide an immersive entertainment experience that goes well beyond gambling. Successful casinos provide a well-orchestrated experience that begins the moment a visitor arrives on the premise. From the building’s architecture and glitz to the employee uniforms, every detail has been carefully considered, so that each patron feels transported and wants to recapture that same sensation in a future visit. At the heart of all these efforts is a commitment to customer service.

Managing hundreds of employees and a constant stream of customers requires a high level of organization. In the past, scheduling and human resource managers were bogged down with trying to recruit and retain experienced employees while also working to balance everyone’s scheduling preferences. This job was further complicated by requests for time off and the fact that certain employees performed better at different roles throughout the casino. Trying to balance all these different variables and ensure that patron’s are being properly served was a daunting task.

With the invention of scheduling software, such as Casino Schedule Ease, casinos can automate many of the complicated processes and administrative tasks that used to plague managers. This frees up time to work towards more meaningful goals, such as innovation and growth. It also means that employees are better utilized throughout the casino, which ultimately translates into higher morale and a better customer experience. Something as simple, yet revolutionary, as casino specific scheduling software can actually trickle down all the way to more repeat customers.

The Marriage of Video Games and Gambling

In recent years, some of the biggest names in video game design have crossed over to creating casino games.  The same CGI and 3D imaging that goes into creating truly impressive scenery and characters in both major movies and games is now being applied to casino games. This move towards graphic-driven design speaks to what consumers are already gravitating towards and capitalizes on a trend to improve the gambling experience.

In some cases, popular games, such as Angry Birds, Candy Crush and Call of Duty are being installed on the casino floor next to more traditional games. By monetizing these games and allowing people to play against the house or one another, casinos are using skill-based games to draw in more millennials. This trend also takes gambling, which can often be a solitary endeavor, and turns it into an interactive and social experience.  The next move may be to allow betting on competitive video game tournaments in the same way that gamblers currently bet on boxing matches and other sports.

It also helps that basic screen technology has come a long way since the first television transmitted a signal in 1927. Today, Ultra HD or 4K technology provides a minimum resolution of 3840 x 2160 pixels. That is four times as much as full HD television currently offer. Curved screens are also making an appearance in casinos across the world. This technology provides a wider field of view and greater feeling of depth. Combine that with thousands of pixels and cutting-edge graphic technology and you have a truly immersive experience that speaks to all the senses.

The Simpsons Slot Machine

Perhaps the single best example of all this technology at work is The Simpsons slot machine from Scientific Games Corporation. The game features three HD displays and  tablet with a multi-touch button display. It also comes with motion sensing so that users can directly interact with the game. In one bonus feature, players try to physically catch virtual donuts and all the movements are relayed through the motion technology.

The Future of the Casino Industry

The result of better management software that improves the customer experience and the introduction of gaming technology onto the casino floor has caused a  noticeable increase in gambling, especially among millennials. In 1990, revenue from gambling in Las Vegas accounted for 58 percent of casino’s total earnings. By 2014, only 37 percent of total revenue could be attributed to gambling. Instead of spending time at the tables, patrons were coming to enjoy the nightlife and the entertainment and world-class shows, but that is projected to change starting in 2017.

In fact, in early 2017, a study from Research and Markets predicted that the global casino market will grow at a rate of 10.16% between 2017 and 2021. While part of this projected growth is due to the increasing popularity of online gambling and apps, it is also a direct result of more social gambling. Friends can visit the casino and play familiar games that pit their skills against other people in their social circle. Instead of feeding money into a lot machine and hoping for the best, players can actually engage in a little competition and win money in the process.

Conclusion

From efficient management tools that allow casinos to effectively run the backend operations to immersive and interactive games that reflect other trends in gaming, technology is improving practically every aspect of the casino and gaming industry. This is good news for owners who want to drive up revenue, employees who are looking for ideal working conditions and visitors who want to have a fun and entertaining experience that exceeds their expectations. While the casino industry hasn’t been as healthy and robust over the past few decades, all signs point to the fact that new technology is going to allow the industry to pivot and experience significant growth in the coming years.

 

 

 

 

If you have learned anything from watching Hollywood heist movies, it is probably that banks and casinos are by far the best places to rob. While old school fictional criminals dug tunnels under buildings and found ways to trick security guards, today’s actual robbers are using technology as their preferred tool and stealing valuable data and personal information from the comfort of their own homes. Cybersecurity is a growing concern for businesses across every industry and that also holds true for casinos.

Hackers aren’t interested in getting a hold of a pile of chips or breaking into the casino vault, they are targeting casinos in the hopes of securing credit card information from guests. These types of breaches not only affect the finances of customers, but it also diminishes the reputation of the hotel and casino and makes it less likely that people want to take the risk of doing business with casinos that have a record of experiencing security problems. This issue will continue to become more important as a variety of casino information is stored and processes are conducted using cloud-based software.

A popular casino with locations around the world,  serves as a cautionary tale of the consequences of poor cybersecurity. Once a year, for the past three years, the casino has experienced major problems. In 2015 and 2016, malware was found installed on the POS system, which allowed hackers to access credit card data and other sensitive guest information. In 2017, eleven of their hotels were attacked through their booking software. While this last incident was not entirely their fault, the incident it still associated with their name.

Why Casinos Face an Increased Threat

Now take into account that many casinos also offer online gambling services, and you have a potential recipe for disaster. A 2015 report by Akamai, a digital security firm, found that online gambling is now the new prime target for distributed denial of service (DDoS) attacks. In fact, over 50% of all DDoS attacks have been directly aimed at the gaming industry. The goal of this type of attack is to disrupt service so that legitimate users are unable to connect to the host site and conduct normal activities. By overwhelming the site and causing chaos, the attackers hope to create or at least identify another vulnerability that will allow them to steal data. According to the study, these attacks lasted an average of 16 hours before they were able to be stopped. For casinos, that can translate into a significant loss of revenue.

Part of what makes casinos a prime target for attacks is because they handle large amounts of information and transactions. They are essentially a sophisticated banking system with multiple points of contact. Customers and guests enter their information when making hotel reservations, paying for meals, purchasing chips and even buying merchandise at gift shops.

Another part of the problem is the emergence of cloud-based technology. Yes, new software allows casinos and other businesses streamline processes, store data and run more efficiently, but without the right protections in place, these tools can also create vulnerable points of entry for persistent cyber criminals. It isn’t enough to onboard new solutions and assume that current security safety nets will continue to be effective. Cybersecurity is extremely challenging to combat because even as new security measure are put into place, hackers are working on finding ways around these patches.

The Solution

First and foremost, casinos need to realize the extent of the threat they are facing. While many are quick to point fingers at the shortcomings of the casinos that have been effectively targeted, there are few other establishments who are adequately prepared to handle cyber threats. The security platform, UpGuard, evaluated a range of both brick and mortar and online casinos to assess their website security. The results show that even industry giants, like Caesars Palace seem to have let cybersecurity become an afterthought.

Be Proactive

Once casinos are able to objectively evaluate their current situation and understand where there are real gaps, they need to implement solutions and change their entire approach to cybersecurity. Any business that conducts transactions or stores customer data absolutely must take a proactive approach to security. The last thing you want to do is be left trying to play catch up. In a worst case scenario, you will experience a significant revenue loss, damage your reputation and have to compensate hundreds of people who were the ultimate victims of any attack.

Partner with the Right Companies

Individual casinos need to spearhead their own cybersecurity strategies and have experts in place to immediately address any attacks. In addition, they also need to partner with the right companies and providers. As businesses continue to incorporate more software solutions into their daily operations, they need to make sure that those companies also demonstrate a commitment to security and continue to improve their own security protocols. You will want dynamic solutions rather than programs that will quickly become outdated and subject to attack.

For example, Casino Schedule Ease specializes in providing a client server based program that automates scheduling tasks that are specific to the gaming industry. Greektown Casino, Borgata and many other big names rely on this service to run more efficiently and improve employee satisfaction. However, they also turn to Casino Schedule Ease, because the company has demonstrated a progressive approach to providing secure services that are designed to complement and enhance the existing efforts of their customers. Being able to form partnerships with providers who share the mutual goal of advanced security will be an essential part of protecting against increased attacks.

Conclusion

Technology is being used to disrupt industries that were once seen as unchanging and create solutions that streamline processes and put more emphasis on the importance of creativity. While most would agree that this signals progress and the promise of more positive changes, it also create opportunities for criminals to exploit systems for their own personal gain. As part of an especially vulnerable industry, casinos need to wake up to impending threats and make sure they are doing everything possible to thwart attacks. This includes creating their own security strategies and making sure that they are partnering with other solution providers who share the same commitment to security.