From Bricks & Mortar to Online: How to Keep Your VIPs

Case Study: DescriptionCasinoClub, a leading German facing casino, owned

by GamingVC, a publicly listed company (AIM)The core players of the website came over from

playing the fantastic Roulette tables of Baden-Baden and other Austrian casinos

All targeted players were marked as High-Rollers

Case Study: MethodsSending periodical strategy Magazines, in order

to ensure the players are accustomed to “feel” the Casino brand also at home

Upon launch, an installation CD was attached to the next magazine

Later on, a business decision was taken to cease the magazines distribution (budgetary reasons)

Suggested Improvements The concept was correct, and had the right

approach, yet the implementation was poor and caused high attrition during the migration process

As the potential value of each mega VIP from the initial target group is huge, there was clearly a need for a personalized assistance during this critical phase, which could have been a team of native telemarketing representatives, trained to help with installing the software and successfully conducting the VIPs first online deposit

Suggested Improvements Also, there was a need to adopt a more

promotional theme, in order to fully ensure that all VIPs will find the online version super exciting: Weekly raffles with luxurious prizes for couples,

such as a unique trip to southern France, including a workshop in which the winners create their own perfume, based on customized tailor-made scents

Daily tournaments with awards that “money can’t buy”, such as a sport car (Ferrari / Porsche / Bentley) delivered to the winner’s house for 3 days

Case Study: SolutionTrying to improve the image of the brand within

the few remaining active players, all leading VIPs were invited to a gala evening in Vienna

In order to obtain a ticket, they had to meet a high activity level for several consecutive weeks

Each ticket included a double-entrance, and full coverage of all travelling costs

Players were checked in to their rooms by the VIP hostesses they knew from the support team

Case Study: SolutionAfter dinner, they were all invited to play a special

casino established in the hotel, and their winnings were credited as bonuses to their online accounts

The next day they each got a special gift, including Dom Pérignon, 24-Carat Fine Gold coated cards, and special delicatessen from the famous Julius Meinl world-known chocolatiere

Case Study: Solution

Case Study: Results

Following the main event, those players who attended the party have increased their NGR by 300% in the next 2 months

Due to intense retention efforts, personalized account management, stimulating loyalty scheme and innovative creativity, vast majority of the targeted VIPs have are still active

Comprehensive Analysis

of Customer

Facing Operation

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Strategic Consulting& Key Executives

Mentoring

Complete Integrationof Tailor-made Solutions

Leading & Supervisin

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ation Processes

Boost DB Driven Revenues