Guest-centric solutions bring foot traffic into the casino complex and so allow casino complexes to earn additional revenue while heightening the customer experience. Therefore casinos are offering hotels, entertainment, retail and fine dining experiences alongside their gaming options.
This was a key finding presented in the PricewaterhouseCoopers' Taking the odds: Gambling Outlook for 2015 - 2019 (South Africa - Nigeria - Kenya). This was the fourth annual edition on the gaming industry. Its findings were presented recently at 54 on Bath in Rosebank, Gauteng, Johannesburg.
The South African casino market boasts 38 licensed operating casinos out of a total of 40 available licenses, with this potentially becoming 41 as there is a proposal to increase the total to 41.
Over the past two years the R3bn Sun International Casino destination in Menlyn Pretoria, has been approved, while Sun International has refurbished its Sun Casino and Entertainment World in Durban, KwaZulu-Natal which includes not only an expanded casino floor size, but one that is a multipurpose venue boasting a retail mall, increased restaurant areas, rooftop swimming pools, and in KwaZulu-Natal - an investment of R3bn which includes a new retail mall.
The expanding or upgrading of properties by casino operators is a key trend in the gaming environment says Marthie Crafford, partner in PwC Risk Assurance Division.
"This is to offer a better experience to players and non-players," she says. "There is demand for wider guest-centric services. The goal is to keep patrons entertained for as long as possible, both on and off the floor."
Previously casino food service was large buffets or free meals for VIP gamblers. "Today casinos are offering menu innovation and healthy meal options which range from quality fine dining to quick and convenient fast foods."
Accompanying this are guest-centric technologies. "For example a mobile app that allows patrons to order meals from restaurants to be delivered to where they are sitting in the casino. Another option are ordering kiosks. Casinos make tablets available to players to place their orders," she says.
The introduction is important for casinos to attract millennials to their venue. "Millennials love and embrace technology, as well as convenience. In general technology can heighten the customer experience. For the casino it can increase revenue."
For non-players various solutions can heighten guest-centric solutions and by attracting them this offers the casino another opportunity to maximise non-gaming revenue.
"Ultimately the use of technology offers casinos the ultimate gift from consumers - their loyalty", she concludes.
