Operator Talk: Are you future proof? Part Two - Thimon de Jong

Operator Talk: Are you future proof? Part Two - Thimon de Jong

Tuesday, January 20, 2015 Totally Gaming

In the second of a two-part Q&A ahead of the ‘Future Proof Your Casino Customer Experience’ session at the International Casino Conference in London on Monday, February 2, TotallyGaming.com spoke to the session’s presenter, Thimon de Jong, a leading futurist from the Whetston Group, about the ability to stay ahead of the curve.

TotallyGaming.com: What effect has rapid societal changes had on human/consumer behaviour?

Thimon de Jong: “Societal changes have a huge effect on behaviour. Take decision making – we now live in a world where there are more choices than ever before and have virtually unlimited information. This has a huge effect on the way people decide what politician to vote for, what TV to buy or what to do on a Friday night.”

TotallyGaming.com: How can land based casinos adapt to take advantage of these changes in behaviour?

TdJ: “I can write a whole book answering just this question. It all depends on what kind of casino it is, in which location and what kind of consumers the casino is targeting. In my presentation, I will share a few strategies. For example how casinos can help consumers make a choice in this world of (information) abundance.

TotallyGaming.com: Is adaptation a necessity? Can companies not just simply carry on with what has traditionally worked for them?

TdJ: “Adaptation is not necessary to keep the attention of the older generations; the over 35 year olds. To them a casino is a casino like they know it. But if casinos want to attract youngsters - the so-called Millennials (or Generation Y) - they’ll have to innovate.”

TotallyGaming.com: As societal changes are happening so rapidly, is it realistic for groups to be able to keep up with such a fast pace?

TdJ: “Societal change is not as fast once you have a basic understanding of what is going on. Many people panic focusing on the form of societal change, especially technological changes. An example: they say “Facebook, Twitter, Instagram, Vine, Snapchat, Pinterest, Telegram… O my god, I cannot keep up! What is next?” Behind the success of all these social media platforms lie the same behavioural preferences.”

TotallyGaming.com: Recent events have shown us that the future can be very unpredictable and volatile, this being the case is it truly possible to be completely future proof?

TdJ: “Completely future proofing is impossible, look at 9/11, Katrina, Black Monday etc. But understanding what trends are shaping our world right now and understanding what changes are ahead of us will improve any business strategy for sure!”

The International Casino Conference will take place at Hippodrome Casino, Leicester Square, London on Monday, February 2. For more information, click here.

 

To read Part One of ‘Operator Talk: Are you future proof?’ with the European Casino Association’s Ron Goudsmit, click here.

 

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