Competitive Analysis

A Large Casino Resort in Atlantic City

Situation

This gaming company wanted to better understand the competitive environment in and around Atlantic City. It was important to know where they ranked amongst the competition in regard to casino promotions, revenue, amenities, and market penetration.

Approach

WhiteSand collected data about the property and similar sized properties in and around Atlantic City. We gathered information about demographics, population rings, amenities, size, traffic access, loyalty clubs, casino promotions and driving distance from feeder markets. This information was used to develop a peer group and conduct comparisons. We also conducted competitive play programs at select competitive casinos to evaluate marketing promotions and customer service levels. WhiteSand also included information about planned expansions (both gaming and non-gaming) in the immediate and surrounding areas.

Results

WhiteSand compiled this information and determined the client’s overall ranking as well as individual rankings for its loyalty club, casino revenues (detailed to the game level where possible), market penetration, promotions, size, staffing levels, amenities, and complimentaries/cash back offered. The client used this data to fine-tune their marketing efforts to capture additional market share and strengthen loyalty of existing customers.