Multichannel Caesars Entertainment customers are worth four times as much as users who only bet either online or in-person, digital president Eric Hession revealed on Tuesday.
Speaking at the NEXT summit in New York City, Hession said efforts to align loyalty programmes across its land-based operation and the Caesars Digital arm were driving value.
“Our compensation structure is all the same, in that $1 of EBITDA at Caesar’s Palace is as good as $1 of EBITDA online business,” he told delegates.
“We’re all incentivised to try to create that loyalty. What we found is that the customers that participate in both an online experience and bricks and mortar are worth four times more than a customer that’s just bricks and mortar or just online.
“And further, we found that the customers, when they play the bricks and mortar and then go online, actually play more with us on bricks and mortar.
“I think that is just a consolidation of their gaming spend because they’re seeing the value that consolidating that spend with us can get them.”
Hession pointed to improvements in technology and the push to make the user experience as seamless as possible as key drivers for the growth among multi-channel customers.
“It’s accelerating. I think that’s more because of our tech,” he said. “The integration between the Caesars rewards programme and our online programme hasn’t always been as smooth as is today.”
Looking ahead, Hession vowed the customer experience would be “exponentially better” in a year’s time.
“It’s definitely one of the key areas this year that we’re focusing on: how to make the experience even better than it currently is,” he added.
“It’s an extremely competitive space, and this is one of the areas that we can really lean into as a differentiator.”
Last month, Caesars reported Q4 net revenue of $2.9bn alongside adjusted EBITDA of $3.6bn.
The operator runs more than 50 casinos across North America, including Caesars Palace on the Las Vegas Strip, as well as Harrah’s and El Dorado brands.
Caesars Digital, which has been subject to speculation of being spun-off as a standalone listed entity, comprises Caesars Sportsbook, Caesars Palace Online Casino and Horseshoe Online Casino.
The post Caesars’ multichannel customers “worth four times more”, says digital chief first appeared on EGR Intel.
Eric Hession said the operator’s technology has improved the integration between users’ online and bricks and mortar experiences
The post Caesars’ multichannel customers “worth four times more”, says digital chief first appeared on EGR Intel.