GPWA Times Magazine - Issue 29 - July 2014

Bridging thegapbetween regulated land-based andonlinecasinos By Jeremy Enke W ith the emergence of regulated online gambling in Nevada, Delaware and New Jersey over the past 12 months, anew eraofmarketing is also evolving. Prior to regulated online gambling in these states, any residents wishing toplayonlinepokerorcasinogameswere forced toplay at offshore sites that accepted U.S. players. And because these siteswere in remote locations, themost common typeof promo- tions offeredweredeposit bonuses and freemoney. There isplentyof speculationas towhymanyof these siteshave re- centlyexited the three states, but it ismore than likelyaprecaution and tostayoff theradarofstateregulatorsand theU.S.Department of Justice.With their abrupt exits, however, theyhaveallowed reg- ulated sites such as, and Ultimate Poker tocompetewithout theirpresence in themarket. With each of the regulated online poker and casino sites in Nevada and New Jersey affiliated with a brick-and-mortar ca- sino, we are beginning to seemore traditional promotions and crossovers between theonline and land-basedbrands. While theNew Jerseymarket is only amere sevenmonths old, many analysts and legislators have been critical with respect to the lackof cross-promotionbetween theonlineentitiesand land- based casinos. Earlier in the year at the iGamingNorthAmerica conference in Las Vegas, New Jersey State Senator Raymond Lesniak openly criticized the marketing efforts of all of the Garden State’s on- line brands. He expressed his disappointment in the fact that these operators have not beennearly aggressive enough in their marketing efforts to bridge the gap by offering the traditional comps and promotions that land-based players are accustomed to. In fact, at onepoint in thepanel session, SenatorLesniakeven called theoperators “amateurish”andwent on to state that “on- line casinos need to show comps similar to how they are doing it inAtlanticCity.” But, as the regulatedmarkets in Nevada and New Jersey con- tinue to mature, we are indeed starting to see more cross-pro- motions. Let’s lookatwhat a fewof the regulatedoperatorshave recentlydone. (N.J.)— TropRoomGiveaway In March, Tropicana’s online brand ( tested the cross-promotional waters by launching a seven-day promotion coined the “Trop Room Giveaway.” In this unique promotion, rewarded 10 New Jersey online casinoplayerswith a complimentary stay for them and a guest at theTropicanaHotel andResort on theBoardwalk. They made the promotion very simple and straightforward, similar to what you might expect out of a land-based casino promotionbeinggaugedbyaplayer’scardor land-based loyalty scheme. For every $20 that players bet on slots, or $50 bet on other games within the seven-day promotional window, they receivedone entry into the “TropRoomGiveaway.” To conclude the promotion, 10 players were randomly chosen and receivedvouchers for their complimentary stays. 45 Bridging the gapbetween regulated land-based andonline casinos