Poker News

Byron Liggett

Historically, the Casino Industry viewed poker with little interest and often with contempt. If a poker room existed in the casino at all it was usually as a convenience for in-house guests, to discourage them from going elsewhere.

Traditional casino management looked only at the immediate bottom line and the poker room doesn’t appear as lucrative as the same space filled with slots or pit games. While this may be true, it is the wrong way to view a poker room. The real value of the poker room in a casino is as a marketing tool, not a profit center. Never has that more true than today.

To fully appreciate the poker room’s contribution to a casino it is necessary to take into account the multiplier effects. Not only the poker player, but his family and friends who bet the race and sports book, play the pit, contribute to keno and slots, must also be taken into account.

When viewed more comprehensively, the casino poker room becomes a dynamic marketing tool. Like shows, restaurants, the race and sports book, poker is best employed as an attraction to bring people to the property. This is the real value of a casino poker room.

What casino management considers the purpose and role of the poker room determines its class, character and customers. Location, space, number of tables, promotions, and activities indicate the value the casino places on its poker room and its players.

Poker in many casinos is provided simply as a convenience. Not much is expected of it… and not much is spent on it. In the business these are sometimes called “doughnut shops.” Typically the only jackpots and cash awards are paid by the players out of their pots. They may spread small buy-in tournaments, but as soon as it’s over, the players leave for the next poker pastry place.

If the casino poker room is to be little more than an afterthought, if it is expected to make a positive contribution to the overall success of the property, it must have a consistent, coordinated program. All activities - games, limits, tournaments, player incentives, promotions, and advertising - should be aimed at accomplishing the kind of success expected of the poker room.

Casino marketing people often don’t know much about poker, and poker people usually know little about marketing. Harrah’s Reno, for example, limits its poker room promotion to signs on city taxi cabs. Still, that’s more than every other casino in town does for their poker room with one exception - the Peppermill.

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“I’m in it to win it!” declared NY Senator Hillary Clinton announcing her candidacy for President of the U.S. in 2008. Spoken like a poker player with a strong hand. Senator Clinton has a big chip leadin the contest to win the Democratic Party nomination. However, she still has to get past the short stacks - Obama, Edwards, Biden, Richardson, and several other chip-and-a-chair hopefuls.

The Republicans are still getting their game organized. They can’t play at George’s anymore, he busted out. Senator McCain, of Arizona, says he can make it right. Former NYC Mayor Rudy Gulianni is most popular, but they say he’s too loose to win the nomination.

Clearly, a political election is like a poker game. Each player is trying to win as many votes as they can. Eventually, through the process of elimination, the field is reduced to a heads-up contest. The winner gets the White House.

As for “We the People,” sometimes we get a New Deal and sometimes we get a raw deal.

Filed under: Poker News