1224 – Revitalization of Charitable (Bingo) Gaming
The Revitalization of Charitable (Bingo) Gaming is in the final weeks of another productive and successful year, especially on the implementation schedule with the full conversion of 26 centres by the end of December 2014. This is a remarkable achievement by anyone’s standard and actually makes c-Gaming the single largest gaming channel for the OLG in terms of venues. Previously it was the racino’s.
As we begin to align our thoughts to 2015, this year must now focus on how we go about maximizing the opportunity with a clearly defined consumer experience that is complimented by the development and refresh of the product portfolio for the Charitable Gaming sector.
Naturally, what is critical is the focus on the right issue, which is the key driver of the initiative,namely the consumer. How are we forging a constructive and lasting connection to them and delivering an experience that they want and enjoy. As with any business in transition it is about offering multiple experiences simultaneously under one roof. We need to cater to the traditional bingo customer while appealing to the new social seeker. This is not easy. It takes thought and viewing the Venue differently. They are no longer a Bingo Hall. It is a Community Gaming Centre that needs to have broad appeal.
Revitalization is about GROWTH. It was not about maintaining the status quo. It requires bold action to achieve its objectives and the root to success is the connectivity to the consumer and community. This is what differentiates community gaming from other forms of gaming in the province.
We therefore need to focus on the consumer. We need to have access to the normal commercial data & analytics, which all major sectors in gaming have been using for years. A Player Loyalty Program is needed in 2015. This would provide both active demographics and consumer segmentation patterns and from this foundation we can begin to tailor programs and promotions that are best suited to meet their needs.
The long history of co-operation (dating back forty years) of the Commercial Operator and Charities or Centre Charity Association working together needs to be strengthened and in 2015 we will work to ensure that we re-connect that relationship via our Community Connections Program. This is designed to set a structured quarterly meeting between the Community Gaming Centre Management and Centre Charity Association Executive, to meet and discuss mutual issues & plans affecting the Centre and community. Through continuing to work together in partnership with an aligned focus has benefits and has delivered benefits in the past. There are some tremendous examples of this in Sudbury, Toronto, Penetanguishene, Barrie, Windsor, Mississauga and Pickering, to name just a few. Through scheduled meetings designed to communicate & share ideas,I believe this would strengthen opportunities for the future. There is no better model than that of Tony Rosa in Windsor and his Charity Associations who he meets with quarterly and Tony will be talking about this at our next General Meeting.
Going into 2015, if we all focused our minds on performance I feel we could make real strides through the course of the year. It will not be easy but through joint efforts and looking at what is possible, I believe we can because we must not forget this is about partnership.
This once again shows the tremendous commitment by all partners (OLG, CGAO, OCGA & Municipalities) to see Charitable (Bingo) Gaming revitalized in this province.