Gaming Entertainment-The Successful Strategies of Operating Gaming Entertainment

1. Marketing strategy: do more promotion to attract customers or players

The gaming operators must do more promotion on TV, newspaper and so on to attract as many  customers as possible. At the mean while, when customers are enjoying their casino services, operators can grab the opportunities to explain to the players about what they are good for and other tangible benefits give players meaningful reasons to exchange their names and addresses for player tracking cards and can lay the foundation for building customer loyalty.Also, provide some incentives to encourage customers to return in the future. Operators may use newsletters to communicate monthly promotions and maintain top-of-mind presence. Operators may send cash or food coupons or vouchers to frequent visitors or hold some special events, tournaments and member-only sweepstakes to encourage customers to revisit.

Monthly newsletter

Special events to encourage customers to come back

2. Provide more entertainment options

The casino operator should provide various entertainment options to customers, such as gambling, kid’s zone, hotel service and shopping malls. The reason behind is that: maybe not all the family members like to play casino games, if the operators provide suitable entertainment options for them, the young children can go shopping or watch shows to spend their time, so that parents don’t need to worry about their children.

Different entertainment options

3. Enters into a Strategic Alliance with another operator of gaming entertainment

The alliance with premier gaming partner will bring significant management expertise, marketing power as well as additional potential investments to encourage the ability to develop a gaming and racing complex commensurate as a world-class city and tourism destination.

For example, the owners of Suffolk Downs, Sterling Suffolk Racecourse, LLC have entered a strategic alliance with Caesar’s Entertainment Corporation, the world’s largest operator of gaming properties.

Suffolk Downs in East Boston continues to be at the center of attempts to bringexpanded gaming and resort-style casinos to Massachusetts

Source: http://www.eastietimes.com/2011/04/20/major-player-suffolk-enters-into-a-strategic-alliance-with-caesar%E2%80%99s-entertainment-corp/

Gaming Entertainment-Interested topic: Hong Kong Disneyland Theme Park

 

  Hong Kong Disneyland, one of two local theme parks, was opened to the public in 2005. It aims to drive more business from the regions, ranging from Southeast Asia to the whole world. In the park, every Guest becomes one of the participants involving in the part of exciting Disney adventure which foster them of experiencing the happiest moments with cast members. Until now, the park attracts more than 5.4 million visitors on average each year and turned a net profit of 109 million for the year ended in 2012.

  Since the opening, Hong Kong Disneyland has kept updating their original natural amenities based on its internal operational capital and marketing strategy. With continuously expansion and improvement, Hong Kong Disneyland even turned into the most visited theme park in the world in 2013. In order to gain more market share, the park decides to carry out two globally unique events which are Disney's Paint the Night Parade and The Iron Man Experience before 2016. As they are the first events appeared in the world, therefore, it is believed that Hong Kong Disneyland would be more competitive and attractive to Guest in the long term.

  In addition to its strategy to grow the business, HKDL remains committed to contributing to Hong Kong and the communities HKDL serves. This past year, HKDL welcomed over 100,000 underprivileged community members to visit the park; contributed close to 8,500 hours of skills and services through its Disney VoluntEARS programme, directly reaching 130,000 recipients; and in collaboration with the Agency of Volunteers Services, HKDL inspired 480,000 hours of volunteer service in the community through “Give a Day. Get a Disney Day.” Other highlights in fiscal 2013 include:

            Realizing the potential of local students:

          Placed more than 300 internships from local higher educational institutions, including universities and the Hong Kong Institute of Vocational Education, throughout the year to promote talent for the tourism industry; and supported the Education Bureau’s Committee on Home-School Co-operation by creating the “I Did It!” award that recognizes one student at each primary school class across Hong Kong who had made the most improvement over the school year.

Promoting creativity and family-bonding through play: 

  Introduced the third cycle of Disney ImagiNations Hong Kong, a theme park design competition to nurture design, engineering and architecture talents for the industry; partnered with the local non-profit organisation Playright Children’s Play Association, resulting in over 120 specifically-trained VoluntEARS visiting hospital pediatric wards across Hong Kong to help children and their families better manage illness; and introduced the first Community Built Playground in Hong Kong, involving 1,500 family participants using natural materials and their imaginations to create temporary playgrounds at Inspiration Lake on Lantau Island.

Connecting kids to nature: 
  Through “Adopt-a-Garden”, a programme in partnership with Jane Goodall’s Roots & Shoots, our VoluntEARS developed organic gardens at four schools, including two special schools, one village school and one school focused on educating ethnic minority students.

      

Fostering diversity and inclusion: 

Increased the number of participants in the Apprentice Programme for People with Disabilities by 50% from fiscal 2012, bringing the total number of disabled individuals employed during the fiscal year to more than 100. HKDL’s apprenticeship programme, which was developed in 2007 in partnership with the Labour Department, Social Welfare Department, the Hong Kong Council of Social Service and 22 non-government organisations, supports the employment of the disabled community by providing structured classroom and on-the-job training. During the year, HKDL also participated in the Government’s Talent-Wise Employment Scheme.

 

  Since opening, HKDL has received 271 awards in recognition of its design, technical achievements, and distinctive guest service, commitment to the community and environment and high family appeal. HKDL received a total of 61 awards in fiscal 2013, including Best Theme Attraction at the 24th Annual TTG Travel Awards, the Pacific Asia Travel Association Gold Award 2013 in the Marketing Industry category, the Best Theme Park of the Year from China Travel and Meetings Industry Awards, the 4th Asia’s Best Employer Brand Award presented by Employer Branding Institute, and the 2013 Randstad Award for Best Workplace Culture in Hong Kong. 

Reference:

http://hkcorporate.hongkongdisneyland.com/hkdlcorp/en_US/aboutOurCompany/overview?name=CompanyOverviewPage

http://ahongkongdisneyland.disney.go.com/media/hkdlcorp_v0100/en_US/aboutOurCompany/AnnualBusinessReview13.pdf

Gaming Entertainment-How Gaming Entertainment Converges with the Hospitality Industry in terms of Its Economical and Social Impact

Economical Impact 

1. Taxes to the Government

       Government can gain high tax from the casinos, themed parks as well as gaming activities such as lottery and horse-racing. For example, the betting duties and taxes the Jockey Club paid is equivalent to 8.0% of all taxes collected by the Inland Revenue Department during year 2013/14. 

2. Boost the economy
   Increase GDP when guests spend more on gaming-related activities such as lodging, eating and shopping in the casinos and nearby. Gaming industry can be a great support to the economy even during the economic downturn.

3. Boost the Tourism Industry

      Casinos and themed parks will become tourist attractions. More visitors come and they may spend more other than gaming activities. Also, the cities will become more popular in the future.

4. Increase the Financial Burden of the Government

       The government has to monitor the gaming companies, such as offering license or franchise to the casinos. Also, the government may spend more on treating pathological gamblers.

5. Reduce the Productivity

      Some people may spend many time on gambling instead of working, workers may even lose their jobs if they get addicted to gambling.

Social Impact

1.  Entertainment 
     Gaming entertainment can create excitement and relaxation to us. Citizens can relieve stresses through playing the games.

2.  Reduce Crime Rate by Legalizing Gambling Activities

      Even gambling activities are not legalized, people try to join illegal gambling. It is hard for the police to smash these activities entirely. After the government legalizes gambling activities, they can license and monitor all these gambling organizations.  

3.  Create Employment Opportunity

      The gambling organizations are hiring a lot of people to construct and operate the gaming facilities.

4.  Encourage Family Life

    Some people spend a vacation with their families in gaming activities, such as extending the stay in casino hotels. Some companies offer family pass, which charges a discounted price, to encourage more families to play there. The society will become more harmonious if families have a better relationship.

5. Mental and Financial Burden
     For the individuals, pathological gamblers face mental problems when they lose self-control. They may also encounter financial problem when they lose the gambling. This is a hidden social problem that many authorities have to help the addicted gamblers to recover.

6.  Create Conflicts within the Family
      Getting addicted to gambling can create family conflicts, especially when some people lose a lot of money. This will lead to financial problem to the family. Their relationship with family will be damaged.

7.  Increase Crime Rate 

     When the pathological gamblers lose a lot of money, more thefts and domestic violence may happen, increasing the crime rate and harming the safety and stability of the society.

8.  Limit the Diversity of Occupation
   Since a government may focus too much on the gambling industry, there will be a lack of choice of works within the society. For example, over one-fourth of the labors in Macau work for the gambling industry.

9. Charities
      Gaming organizations usually do a lot of charities to improve the social welfare. For example, the HK Jockey Club's Charities Trust had been able to donate a record HK$3.61 billion to charitable and community projects during 2013/14. Their efforts cover individuals, families and organizations.

References
http://corporate.hkjc.com/corporate/operation/english/13-14-results.aspx

http://corporate.hkjc.com/corporate/english/index.aspx

http://www.faithtravel.com.hk/images/vnc_package/3.jpg

http://static.guim.co.uk/sys-images/Film/Pix/pictures/2010/2/5/1265367641018/A-rollercoaster-ride-001.jpg

http://oceanpark.com.hk/uploads/Image/press_release/2009/0727/Food/Photo%201.jpg

http://www.les3vallees.com/en/family-pass.286/

http://www.hkgamblers-recovery.org/eng/

http://www.indexmundi.com/macau/economy_profile.html

Gaming Entertainment-The Up-to-Date Trends and New Development of Gaming Entertainment Industry

Reference: http://www.spectrumgaming.com/trends/