MARKETING

GMA is the market leader in assisting clients with evaluating and structuring their marketing operations, optimizing database analytics, designing player reward programs, and developing marketing plans.

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Analytics

Through GMA’s Strategic Partner, Differential Labs, GMA combines casino best practices with AI and analytics. GMA’s proprietary process evaluates a database at the micro level allowing customized analysis and recommendations to be made at the individual level. Analyses and recommendations usually result in 20-30% upside in EBITDA from carded players.

  • Granularly segment the database to identify patrons by life-cycle, preferences and specific opportunity
  • Effectively reward wallet versus time constrained customers
  • Combine slot analytics with player analytics to further optimize the gaming floor
  • Optimize marketing reinvestment with specific player-level recommendations
  • Design loyalty program structures, benefits, tier criteria, and status currencies

Business and Marketing Plan Development

The task of developing a casino marketing and business plan requires time and experience. Developing an annual tactical plan provides a crucial roadmap to allow a casino operation to run smoothly. The strategic business and marketing plan are ideal for long-term strategy development and to explain to investors why a development project will be successful.

  • Work directly with marketing teams to integrate their strategies and tactics
  • Develop ghost-written plans that appropriately synthesize the client’s vision in a cohesive document that is beneficial to management, investors, and team members
  • Create plans that are both qualitative and quantitative
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The Marketing Review

The GMA Marketing Review qualitatively examines the strengths and weaknesses of a casino’s marketing strategies, quantitatively compares the performance of marketing expenditures against revenue, evaluates player reinvestment by tier segment, and examines the ways that strategies and tactics are implemented.

  • By tier segment, geography, and reward type, quantitatively evaluate the levels of player reinvestment
  • Evaluate processes and expenditures of non-player reinvestment including advertising, payroll, production costs, and other areas
  • Provide benchmarks against the competitive set and other markets
  • Develop strategies and recommendations to ensure that additional profit from the casino can be realized

Reward Program Development and Enhancement

A well-designed player rewards program is essential to any casino’s success. Like most hospitality enterprises, customers frequent those businesses that recognize their loyalty and give them reasons to return. GMA has developed reward programs for casinos and resorts across the globe. GMA designs programs that match the capabilities of the property, incorporating both aspirational and attainable elements that meet the needs of the market and the needs of the business.

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