Online definitely boosts land gambling

Commercial Intelligence’s survey of a sample of 506 New Jersey online punters earlier this year has shown that land operators who do not also offer an online option are missing out on an opportunity to generate revenues and engage more closely with 40 percent of their customer base.

In terms of frequency, the survey showed that 44 percent of New Jersey online players gamble each month, with 12 percent gambling every week.

Craig Jacobs, director of systems and digital media at land-based operator Affinity Gaming said that the survey represented a critical evaluation for any land based operator.

“It essentially means that if you aren’t doing something online you are missing out on a revenue opportunity with about half of your customers’, he said.

Geoffrey Dixon, chairman of the GiGse Consumer Insights Group agrees, observing:

“if land based operators do not have an online offer they may reduce revenue generation opportunities with their customers. Worse of course is that they could lose those customers to other operators who have a combined offline and online offer with a combined incentives and rewards package”.

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