New online casino strategy for Party Gaming

We're going after the casino players directly, says chief executive

Speaking to journalists in London this week following the release of his company's full year 2009 results (see previous InfoPowa reports), Jim Ryan, CEO of Party Gaming plc gave some interesting insights into how his company will market in coming months.

Motivated by the better performance of online casino operations over online poker activities, Ryan said that online casino players directly acquired (as opposed to cross marketed from poker operations) demonstrated twice the customer lifetime value of poker players who were persuaded to move their action over to casino games.

It therefore figured, he said, that acquiring what he called "pure-play" casino gamblers direct provided better potential future business for the company's casino operations.

Ryan also appeared concerned at the dangers posed to poker player liquidity by cross marketing casino action to poker customers. He pointed out that although this form of casino player acquisition was more cost-effective in a marketing sense, it was not necessarily good for poker liquidity in a highly competitive environment.

Party Gaming hopes to boost the attraction of its casino offering by launching more branded game content - he promised that the casino would have an inventory of 50 new games this year - and by making available massive "life changing" jackpots to customers.

"Today we have the largest reset value in our Melon Madness Jackpot [that] starts at $1.5 million," Ryan claimed. "Nobody else can match that in the sector."

It appears from Ryan's comments that the online casino punter stands to benefit from Party's new approach, and can expect better promos, bigger jackpots and more new games.

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