Suggestions to increase keno customers, revenue
September 13, 2016 3:00 AM
by Pesach Kremen
There are many fine and well run keno lounges throughout the country that offer good games and amenities. Sadly, a few have policies that seem to go against what is really best for the player, stockholder, and the casino.
The first is the use of drink tickets. Why is keno singled out when the penny slot player can have all he or she wants? You can fake playing at a slot machine as easily as in keno. The cocktail waitperson does not check how much you play when a drink is offered. Why is this done in some keno games?
Any business has lookers that will take advantage of freebies. Grocery stores give out free samples, transit companies have been known to give out free rides; car dealers give test drives, and so on.
The person that today comes in for a “free” drink and is treated well may be a very good customer come payday.
Why antagonize current or future customers by requiring drink tickets! At least compromise, require drink tickets only for truly expensive drinks. If you have a person that is really hanging around and is a nuisance that is an issue for security.
Except during tournaments, rarely are most of the keno lounge seats taken. Is it so hard to designate 50% of the seats in smoking. After all, even in Nevada close to 80% of the population does not smoke.
Another issue: way ticket minimums. Many casinos have become enlightened and simply have a minimum ticket price, regardless of how you get there. That means whether you play enough ways or games to make a minimum dollar amount then you are OK. Requiring 10 ways when it is not practical makes no sense.
Let’s say the casino requires 10 ways to play at a quarter a way, but the customer wants to play an all king ticket of one 8 and eight 7s at a quarter a way. Problem is this only totals nine ways.
Let the customer play for a quarter a way, or the 8 for 50 cents to make up for the missing way as the ticket will still cost $2.50. If you require 50 cents a way for less than 10 ways, the customer not wanting to now spend $4.50 per ticket will find a “way” to play as he or she wished for $2.25, otherwise he will find the “way” out the door!
Make comps simpler and easier to get. Just adjust the type of comp to the level of play. If done right you get two customers this way, a keno and a restaurant or snack bar customer. If a writer sees a customer has been playing a while allow him or her to offer a minimal comp, especially to a restaurant that has keno boards. The player will tend to play longer this way.
Treat transit customers equal to automobile customers in the way of benefits. If you offer free parking, do something for the bus customer as well. Sell transit passes and tickets at your cage, and for a minimal purchase offer a low cost freebie such as $1 off a $5 keno ticket, or a restaurant discount, something equivalent to the benefit of free parking given to auto customers.
Offer competitive pays on all tickets. One Strip casino keeps 97% on a ticket. Incredible!
Show an interest in your players. Help them as much as possible with designing way tickets. Offer keno classes. I would be willing to teach one when I am in Vegas. Knowledge of the game encourages more play and contributes to the bottom line.
Have good keno books available at your gift shop at the same price as they are online or at the local gambling book store. These books could be offered for sale at the keno classes or with a gift shop discount coupon. The possibilities of increased revenue are good.
To the casinos that do not offer tournaments – try them, including video keno tournaments. Proper publicity here is a must. If your casino is not known for tourneys you might have to publish a good coupon to get players until you build up a tournament following.
Nevada has the best and most attractive keno games in the industry. Let’s make them even better!