In the dynamic world of gaming and hospitality, casinos are exploring new ways to enhance guest experiences and expand revenue streams. A casino media network (CMN) enables casinos to leverage their digital and physical advertising spaces, offering brands direct access to their highly engaged guests. As casinos pivot to create their own media networks, data-driven advertising is the cornerstone for targeted, meaningful guest interactions and strong brand relationships.
What challenges do casino marketers face?
Casinos have rich data about guests’ behaviors, preferences, and spending patterns – both online and offline. However, to leverage this data for personalized advertising while protecting guest privacy, casinos must overcome a set of challenges:
Data silos and integration
Casino guest data often lives in separate silos across loyalty programs, mobile apps, and on-premise systems, making it difficult to create a unified customer view that’s essential for ad targeting and engagement.
Identity resolution across channels
Recognizing and connecting a guest’s interactions across digital and physical touchpoints can be complex, especially in an environment as fluid as a casino. Without a cohesive identity resolution strategy that connects customer insights, it is nearly impossible to deliver consistent, personalized ad experiences to guests everywhere they spend time.
Privacy protection
With privacy regulations becoming stricter, casinos must connect data across silos in a way that helps prioritize guest privacy. This requires an identity partner who can resolve any combination of data sources (known and pseudonymous) to a household or an individual with unmatched accuracy.
What is a casino media network?
A CMN is a digital advertising platform, hosted by a casino or gaming company, allowing brands to place ads across the casino’s online channels, like its website or app, and in physical spaces throughout the casino property. Essentially, it acts as an in-house advertising network, where the casino controls its own digital and physical ad spaces and provides targeted advertising opportunities to brands aiming to reach casino guests and players.
Casinos, much like retail companies, have access to detailed customer data based on player behavior, interests, and spending patterns. This data enables brands to tailor their ads to highly specific audience segments, making their advertising more relevant and impactful. CMNs present a fresh revenue source for casinos outside of gaming and hospitality, while offering brands a powerful way to reach targeted audiences in an immersive, entertaining setting.
How to build a casino media network
With the right data collaboration partner, you can build a casino media network that connects guest data for insights that benefit your casino and advertisers. Here are a few ways LiveRamp can help:
Create a connected guest view
LiveRamp enables casinos to onboard and unify their data across various sources, channels, and platforms. Through LiveRamp’s data connectivity infrastructure, CMNs can leverage guest insights from both digital channels and on-premise experiences, enabling brands to reach the right audience with relevant messaging. For example, if you know a guest that collects luxury watches is planning to visit your casino, you can better target ads in partnership with their favorite watch brand.
Improve omnichannel engagement
With LiveRamp’s enterprise identity capabilities, casinos can recognize and connect guest profiles across different platforms, delivering a personalized advertising experience wherever the guest interacts – on apps, kiosks, or digital signage throughout the property. By accurately resolving guest identities, LiveRamp ensures that each interaction reinforces the casino’s brand, fostering loyalty and engagement.
Your casino can deliver targeted messaging through the entire guest journey, from flight to taxi to hotel, all of which can be personalized to the guest’s individual interests, including high-end watches.
Take a privacy-centric approach
With advanced pseudonymization techniques, LiveRamp helps casinos create audience segments that group guests by similar characteristics and behaviors, delivering more personalized, engaging ad experiences. For instance, guest data is only used to personalize and enhance their experience with ads that provide individualized value, while privacy remains a priority.
Unlock winning attribution and measurement
Finally, LiveRamp enables casinos to measure the effectiveness of their media network campaigns, tracking customer actions from ad exposure to on-property visits or online interactions. This closed-loop measurement is invaluable for understanding the business impact of campaigns and refining strategies for maximum ROI. The true measure of success is being able to close the loop on a guest’s journey – from the slot machines to their next watch purchase.
Maximize the value of your media assets with LiveRamp’s solutions
The CMN model opens new doors for casinos to monetize their media assets while enhancing guest experiences with personalized, data-driven advertising. LiveRamp serves as a critical partner in this journey by solving data integration, identity resolution, and privacy challenges to help casinos make the most of their media networks. With LiveRamp’s solutions, casinos can safely connect rich enterprise data, build a unified view of guests, and offer brands more ways to reach your target audiences.
If you’re ready to win more revenue and deeper guest relationships with a casino media network, let’s talk.
