Casino bankroll (money giving and collecting)

Theme "% selection" in the casino /Morpheus/.

There is a certain average figure, it fluctuates around 15% of the drop.
If the percentage of selection over a long period of time is much lower than this figure, it is bad, but almost always fixable: most likely, someone in your casino (players or staff) is dishonest.

If, on the contrary, over the last, say, three months, 90% of the money brought in by clients remained in the cash register, this, oddly enough, is a complete mess, and there is absolutely no way to fix anything here, consider this simply a terrible whim of fortune.
Yes, in such a situation, the founders typical for post-Soviet latitudes will most likely carry the manager in their arms, compose odes and hymns in his honor and burn incense. However, the result of such a fluctuation will inevitably be a significant decrease in casino attendance. People simply stop going, not so much because there is no money, but because subjectively "I don't get something from you."



If I had my own online casino and the ability to set the percentages of selection at random, I personally would reduce these percentages to the minimum possible value, in which there would still be a tiny, but positive profit.

The religion here is as follows: it is better for a thousand people to come to me and each of a hundred to leave a ruble, and let them do this constantly and bring their friends to me. This is really better than waiting for one inexperienced seeker to slap him for all his money at once and forget about him.

The most complete and canonical presentation of marketing, of course, is best obtained from those institutions where this term is pronounced with the stress on the letter "a". If you meet a person who is used to saying "Marketing" - in 146% of cases you are looking at a graduate or teacher of an institution that trains managers and marketers, and not a fan of bookish self-education.

Why, from the point of view of the owner (manager) of an online casino (as well as almost any other enterprise), marketing is a key factor and it is he (with competent application) who controls the trust of clients, and not vice versa, and also to substantiate the opinion that trust and marketing do not exist in some separate universes, and the trust of the consumer of the service is precisely one of the berries from the field of marketing.

We will talk about a rather ancient, simple and perfectly working concept for more than a century. I first learned about it in one of the brochures for casino managers.

She simply amazed me with her brilliant simplicity. Here is the key, this is the most basic knowledge:

A. ATTENTION
B. INTEREST
B. DESIRE
G. ACTION

In the original language, this system is called AIDA — Attention, Interest, Desire, Action. Nowadays, S — Satisfaction is sometimes added here (satisfaction is when a satisfied client then drags his whole family and address book to the casino).

A) The client's ATTENTION is what needs to be attracted to start interacting with a person.
Attracting attention is the easiest of all four actions of the system to implement. This is the topic of catchy headlines and creative solutions in the image of the establishment.

Maintain INTEREST. Having captured a person's attention, you must solve a more complex task of maintaining this attention for a sufficient amount of time.
It is very easy to attract attention - just raise your voice in a crowd or clap your hands - everyone will turn to look at you. However, to produce a text that makes people who have turned to you not to divert their gaze from you for at least the next minute is a task of a more intellectual nature. Similarly, in advertising and business: immediately after a catchy label, sign, or a screaming element of an advertising page, something else should follow that will hold the gaze (hearing) for some time, kindling a lively interest.

C) DESIRE. Once the consumer has paid attention to you and shown interest, it is necessary to stimulate his desire to purchase the service. Here the task is complicated by one more level.

Usually, they try to win over the client with direct benefits, bonuses, kickbacks, raffles, the best rules of the game in terms of profitability and freedom of action, they show what benefits other people - famous and ordinary - have gained from using this service. Often, an effective Internet method is testimonial - direct reviews of the product/service from other consumers.

However, here we can go a little further and formulate the basic principles of such stimulation of consumer desire.

There are five types of such needs, which can be ordered according to their importance:
1) Physiological needs (food, water, sleep, sex, etc.). Everything that the body requires.
2) The need for security.
(Personally, I would put this need first. If it is not satisfied: for example, someone pointed a loaded gun at you or fear for your life and health is otherwise caused - you will not be able to eat or sleep, and you will not want girls at that moment either.)
3) The need to belong to some kind of society (a group of people, a team, a get-together, etc.).
People (like most other life forms on the planet) are "herd" creatures by nature. As soon as a person feels safe and is not concerned with finding food and shelter, he will inevitably want to find a circle of interests. Or simply be considered a member of some more elite group, for example, for the sake of status alone.
4) The need for respect and recognition.
When someone gets into a pack and stays in it long enough, the next desire will be to lead this pack, or to increase your authority within it as much as possible. Even without a thirst for power, you will not last long without minimal signs of recognition of your talents and merits from others.
5) Spiritual needs, passion.

If all the previous niches of needs are filled, and even such a strong one as power over others, a person's value system begins to change. From the outside, in practice, this often looks like something meaningless - for example, buying a painting worth half a house, patronage of the arts, or sitting around the gaming table all day long.

Any living being needs to satisfy all five key needs, the fulfillment (or promise of fulfillment) of which will serve as an argument in our case. I will add here that the strongest argument will be the satisfaction of the niche of needs that is currently unfilled.

Thus, the method of action at the "desire" stage is to present the proposed service to the consumer - as an opportunity to satisfy one or more of his key needs. With simple examples:

"Bartolomeo" - a privilege of the chosen ones.

This is a real slogan for a real club, where the emphasis is on satisfying the need to belong to society, in this case, to the elite stratum of city citizens who can afford to visit an expensive establishment.

Our online casino has a "fairness guarantee" - these are reliable technical methods that guarantee pure randomness of the game results.

The need for security is satisfied, and indirectly - the need to be among the "difficult" and, as a result, successful players, "not suckers", who wisely visit only those establishments where "scams" are excluded.

C) ACTION

Once the consumer's need has been satisfied, he should be pushed to take the desired action.
Here (if possible, elegantly) the necessary sequence of actions of the client for acquiring what he wants, i.e. one of our services, is already presented.

It is necessary to explain what and how he should do to start receiving the promised benefits and satisfy his needs, and such actions should look extremely simple for the client. For example, this could be an offer to play for free with a corresponding link. Or describe the sequence of steps to receive a bonus on the first deposit. (It is undesirable to complicate all such actions, ideally if they are limited to pressing one or two buttons).

If everything is done correctly, consumers will not only believe, but also do everything that the marketer has planned. Moreover, this system effortlessly makes most people consider the imposed opinion as their own. That is why I mentioned Colgate at the very beginning of this conversation. A person who buys a tube of Colgate believes that this is his own decision based on a conscious choice. In reality, he was simply sold (i.e. convinced to accept a decision beneficial to third parties from the outside under the guise of his own) white letters on a red background. According to one of the methods, similar to the one described above.

Perhaps, just one detail from the matryoshka doll is enough for a technical description.

Let AIDA be considered here as my personal primitive understanding of marketing in the context of customer trust management. I will only add that the system was invented by an American comrade Lewis back in 1896. Since then, he has the well-deserved title of "American advertising and sales pioneer" and the methodology is applied and works without fail, not only in various areas of business, but is also applicable to most interpersonal interactions in ordinary everyday life.