Inside Asian Gaming

IAG JUL 2020年7月 亞博匯 69 Casino operators will have to re-evaluate their loyalty program and significantly enhance player reinvestment to attract and retain the customers who do return to play. 娛樂場營運商需要重新評估他們的會員計劃，並且大幅提升針對玩家的再 投資，以吸引及留住那些願意回來耍樂的客人。 專欄 街 機風格娛樂場遊戲製造商Synergy Blue最近 發表了一項有1000位美國成年賭客參與的 調查研究。這項於2020年4月下旬進行的研 究發現，如果賭客在娛樂場逐漸重開後決定 回去耍樂的話，他們都會有一些值得注意的 偏好及期望。 事實上，該調查得出的一些統計數據值得令人深思。只有 51%的受訪者表示他們會再次回到賭場賭博。但並非所有人都會 在毫無憂慮的情況下再次到訪賭場。在那些回答會回去的人當 中，有26%說他們只會在新冠肺炎活躍病例數字大幅下降後才會 回到娛樂場，有五分之一表示會回去的賭客將會等待政府撤銷留 家的命令，而另外五分之一人就會等到對付大流行的疫苗出現後 才會回去。 該調查結果亦被澳門各間從2月20日起就重開的娛樂場的經 驗所證實。在過去幾個月間，《亞博匯》於澳門多間娛樂場設施都 進行過客戶數字的抽查。直至5月10日為止，11間澳門綜合度假 村﹐包括澳門威尼斯人、澳門巴黎人、澳門金沙城中心、澳門新濠 天地、永利皇宮、美獅美高梅、澳門銀河、新葡京、澳門永利、澳門 美高梅及星際，其主要娛樂場區域在週中的下午平均只有14名玩 家。所有的抽查都在星期二、星期三及星期四下午進行。如果要作 對比的話，單單金沙中國旗下的娛樂場在新冠疫情來襲前每天就 能吸引大約20萬名訪客。 有些分析師觀察指出，澳門娛樂場物業的訪客數字持續低 Even dismantling the structural and legal barriers would not ensure a steady supply of eager customers. If the Synergy Blue survey is anything to go by, casinos may have lost about half of their existing customers for good. Furthermore, only 35% of those planning to return said they will go back to their usual casinos, while almost 3 out of 10 who aspire to return said their choice of casinos would be determined by rewards, discounts and specials. What implications do these findings have for casino operators? Simply having a reopening plan that focuses on employee and patron safety is not enough. Casino operators will have to re-evaluate their loyalty program and significantly enhance player reinvestment to attract and retain the customers who do return to play. Most pre-pandemic marketing strategies will have to be jettisoned, and strategies based on new segmentationmodels taking into account the new breed of customers and their expectations will have to be devised. In the early months of reopening, customer- facing employees will play a crucial role in reassuring customers on matters of hygiene and safety. Frontline