00:00What seems to be like the kiss of death when it comes to player acquisition that you see where you're
00:05like, well, that never works.
00:07Yeah, that's another good question. I think being too conservative makes it a challenge because if you're saying, let's say
00:19a 580T at their local property, let's say they're getting 250 free play and three free nights.
00:26And you are saying, hey, I want you to fly out here, try something different, but we want to be
00:32extra conservative.
00:33We're going to do Monday through Thursday nights and we'll give 100 free play.
00:39Why would the people travel there?
00:41But I get it. I mean, you want to be, you're taking a risk, you're trying on a new player,
00:45you're having to sell it to your boss, and they're like, let's not risk too much.
00:49You know, I could see why people kind of can be conservative there, but I think that is the challenge.
00:56You really want to overinvest, not get ridiculous upside down, but like whatever you're offering that level player, bump it
01:04up an extra 10% or something.
01:05So people are like, you know what, it's too good to pass up. I'll show up.
01:09And then you could lower the offer on the next trip.
01:12I feel like all of the casino marketers are going to send this clip to their finance department to be
01:19like, guys, 10% more, says the professionals.
01:26Yeah. So being on both sides, what do you think operators sometimes underestimate about players and what they're wanting?
01:38I think operators can undervalue customer service sometimes.
01:45Like, I think operators can undervalue the value of customer service and the human touch.
01:51I think now with everybody's trying to do AI and kiosks and automate so much, which I get it.
01:58I mean, it's a tough labor market. It's hard to find good talent.
02:01But customers really value, they like that high touch service.
02:06Like, I think there's a novelty in, you know, seeing like a cleaning robot go by and, you know, a
02:12robot bartender doing all this stuff.
02:14But like people want, like it's luxurious to get served by a human, right?
02:20Like a human, hey, how are you? How are you, Ms. McAfee? Great to see you.
02:24Like that, like being treated that way, it's so awesome.
02:27I mean, it's not something that a robot can do and people value that.
02:30They want to be treated well.
02:32They want to have that access, like velvet rope open for them.
02:35And so I think sometimes casinos may lose sight of that and not invest in it enough because it's tough
02:44to quantify customer service.
02:46But just we deal with players all the time and we know, like, if we get a little thin staff,
02:52we need to hire more because we're not responding to people fast enough and we're not able to give them
02:56the care and attention that they like, then, you know, we feel it.
03:01We feel it on the NPS scores and rebooking percentages, things like that.
03:05So, yeah, I think customer service is one of those things that are tough to quantify, but it's I definitely
03:12I make big investments and bets on on that on the human side.
