Post-conference Masterclasses
Day Three – Wednesday, 10 May 2006

Masterclass 1: Research driving revenues

The key to a successful gaming and casino company is much more than making money – it’s about creating value. In order to achieve this, you need to know what the customer wants and what they perceive to be value. In this Masterclass, you will learn how to market research can drive revenues in your gaming and casinos operations, and create player loyalty which is crucial to the long-term success of any organisation.

Masterclass agenda:
Issues which will be covered throughout the day include:

(1) Market Research

• Techniques and Methodologies
              -Primary & Secondary
              -Qualitative, Quantitative & The Perception Analyzer™

(2) The Role of Market Research in Gaming

• Market Feasibility Studies
              -Competitive Assessments
              -Driving Revenues with Research

(3) Creating Player Loyalty

• Developing the “New” Player Advocate
              -Guest Return Tracker©
              -Analyzing Player Touch Points
• Understanding and Using Segmentation Analysis
              -Return on Player
              -Database and Player Tracking Analysis

(4) Measuring Promotional & Marketing Campaigns

• Adverting Research
              -Testing and Measuring Effectiveness
• Research-Driven Promotions
              -Promotional Analysis

(5) Using Research to Manage the Casino Floor

• Understanding Traffic and Flow Patterns
• Casino Floor Design and Floor Optimization
              -Designing the Optimal Game Mix
              -Game Popularity Trends
• Operations Assessments

(6) Selecting the Best Games for Development

• Player-Driven Game Design Research
• New Technology Assessments

(7) Public Policy Gaming Research

• Becoming a Community Leader

About your Masterclass leader

Glenn Goulet, President, Gaming Startegies + Insights, USA

Glenn Goulet is a seasoned market researcher with more than 20 years strategic research experience including early research stints at ABC News, the Republican National Committee and Market Strategies, Inc., the 19th largest market research firm in the United States. In 1992, Mr. Goulet conducted his first market research study for the gaming industry – a comprehensive pre-opening market study for the MGM Grand in Las Vegas. Today, Glenn serves as President of Gaming Strategies + Insights, LLC, a market research firm laser-focused on the gaming industry providing casinos, gaming manufacturers and gaming technology providers with research-driven blueprints for developing marketing strategy, increasing customer satisfaction, game popularity trends, and implementing operational efficiencies by pinpointing the best strategic direction.  

Masterclass 2: Self exclusion from an industry perspective

Masterclass agenda:
Self exclusion programs are now used almost ubiquitously as a measure to assist problem gamblers control their gambling behaviour. A recent 2004 paper by Ladouceur, Blaszczynski and Nower explores "best practice" for self exclusion programs.

In Victoria the non-casino gaming sector (clubs and hotels) introduced a sector-wide program in 1997 which employed almost to the letter the principles set out in the 2004 paper. It is administered and funded by the industry with no assistance from government, and no underpinning, enabling or protective legislation Thousands of Victorians have availed themselves of the program, and yet, the program is constantly criticised and denograted by industry critics and the media.

In this interactive masterclass participants will gain insights into the best-practice principles as elucidated in the 2004 paper; the duty of care issues that are inherent in any self-regulatory model with a particular emphasis on the court cases in Australia and the US; the various statutory models that are employed in different jurisdictions and the advantages and disadvantages of the self-regulatory and statutory models from an industry perspective.

About your Masterclass leader

Margaret Kearney, Executive Director, Clubs Victoria

Margaret is currently the Executive Director of Clubs Victoria and was previously the past President of the Australian Hotels Association Victorian Branch. She has owned and successfully operated four different hotels in inner suburban Melbourne during the 1980s and 1990s.  Margaret was also intimately involved in the negotiations and machinations which led to the implementation of the present smoking bans in Victorian gaming rooms, dining rooms and other licensed premises.