Slot Leadership Independent Study
The Slot Leadership Seminar is comprised
of the following ten sessions.
Slot Operations Layout and
Learn how to develop a successful slot floor layout, slot
product mix and product portfolio. This segment will
also cover denomination issues, multi-games, ticketing,
managing participation products, game mix percentaging, slot
merchandizing and promotions, signage and progressives,
bonusing and time-based tournaments, and customer
retention through value-added events.
Analyzing the performance of games is critical to maximizing
the results of the slot department. This segment will
cover the knowledge cycle (data to intelligence), data
collection sources, key ratios and formulae, developing key
performance indicators, managing by metrics, software tools
for management, Monte Carlo simulations for decisionmaking,
decision tree analysis and queuing analysis.
What Casino Management
Should Know About Video Poker
In most modern casinos there are several dozen types of
video poker --- like Jacks or Better, Bonus Poker, Double
Bonus Poker, Deuces Wild, Jokers Wild, Super Aces Bonus,
etc. They come as single line games, Triple Play up through
Hundred Play, and with and without progressives. This
segment will explain the differences between these games
in an easy-to-understand manner. It won't turn you into a
competent player, but it will turn you into a casino manager
who understands the differences between these games.
Player Clubs and Trends in Player
Get the latest information on how casinos are using player
cards, how points are awarded and how they may be redeemed,
how technology is being used to improve service and decrease
costs, the great cash back debate, communication of slot
club rules and benefits, trends in third party comp benefits,
promotion ideas, and other marketing trends.
Player Club Tiers: How Many
Should You Have?
It's a trick question - some casinos should have none!
There is no universal answer to this question, but in this
session we will help you decide how to think about the right
answer for you. Whether you are thinking about having
"stealth" tiers, or three or more public tiers, we will discuss
the importance of building your tiered card around your
player database, population, marketing strategy, and facility
structure. We'll even talk about some of the best, and
worst, conceived tier structures to help you copy the
leaders and avoid the mistakes of the laggers.
Best Practices in Database
Marketing to Slot Patrons
Why do casinos send so much direct mail to slot customers?
Why does it work so well? This session will explore the
reasons why database marketing is uniquely suited to
address the marketing needs of the gaming industry,
explore best practices in designing and implementing a
database program including targeting and segmentation
approaches, developing successful offers, setting up a
campaign, designing and producing a mail package, and
tracking and interpreting results.
Casino Promotions: It's All About
Generating Incremental Profits
Gaming promotions offer every property, large and small,
the chance to increase excitement and provide customers
with a value-added experience for the gaming dollar. In
this session, we will talk about how to design the optimal
promotional strategy from start to finish - laying out a
quarterly calendar, developing a wide variety of promotional
concepts, and the importance of developing pro-forma
statements to ensure incremental profitability. We'll discuss
the importance of flawless execution and new technologies
that can help ensure this. Finally, we'll debate the importance
of post-analysis and learning, to help get the process going
all over again.
Customer Service Leadership
This session will cover what makes people perform and
apply these concepts to a practical process that will help
you develop outstanding customer service. Some of the
topics covered are developing behavioral customer service
standards for your department, developing a process for
measuring compliance with the standards, giving effective
feedback, and developing a recognition program.
Analyzing Your Competitors'
Player Reward Program
Learn why, when, and how to perform a competitive analysis
of your competitors' player reward systems.
Slot Protection from an
The session will focus on the current trends in the protection
of slot play with a look at recent scams and investigations,
and a discussion of the resources necessary to properly
manage the Ticket In-Ticket Out (TITO) experience. How
have the Security and Surveillance functions changed (or
have they?) with the migration from the traditional machines
to TITO? Determining what the threats really are and the
way you choose to deal with them today will impact the
future. We will explore some of available counter measures
to ethically address scams, employee theft and cheating,
and provide an overview of successful loss prevention and
protection techniques from an enterprise-wide management