Casino Player Development: Q&A with Nick Ippolito

Hello, and welcome back to another Q&A with me, Gali, as we dive into a topic that every casino needs to understand: Casino Player Development.

Today I am joined by the 'King of Casino Player Development', Nick Ippolito of www.nickippolito.com

With a strong foundation in the casino industry that began in the late 80s, Nick embarked on a journey that took him from Atlantic City, New Jersey, to the vibrant Las Vegas strip, where he has spent over 20 years specialising in Casino Player Development.

Throughout the past 15 years, Nick's expertise has transcended borders as he travelled across the globe, inspiring and educating Player Development Teams and individual casino hosts. His focus has been on instilling a sense of accountability and operational excellence within casino hosts, essential elements for their professional growth and success.

Moreover, Nick takes great pride in his unique and proprietary sales techniques tailored specifically for casino hosts, a signature approach that he has personally developed and refined.

Nick is a veteran in his field and one of the world's leading Casino Player Development experts.

Gali: How do you see casino hosts?

Nick: In essence, casino hosts distinguish themselves from other employees within the casino establishment. They play a unique role that sets them apart.

Gali: What is a casino host's role in Casino Player Development?

Nick: A casino host's role revolves around development and growth. They actively seek opportunities to increase incremental revenue by identifying potential leads and exploring new avenues for growth. They possess the ability to recognise and nurture the potential of individual gamers, ensuring their continued growth and engagement within the casino.

Gali: Can you highlight two benefits your techniques can provide to casino hosts?

Nick: Sure, by using my techniques, a casino host will learn to drive revenue and foster the development of both the players and the overall business.

Gali: Can you share more about your sales-oriented approach and how you build the mindset for casino hosts??

Nick: Years ago, I introduced a sales-oriented approach, reminiscent of the "boiler room mentality," to the casino industry. My success has always been rooted in my ability to directly contact gamers, whether they are known or unknown, and effectively convert them into patrons of the property.

Additionally, I have honed my skills in qualifying gamers. I firmly believe that the most effective way to secure a sale and build a lasting relationship is through phone or in-person conversations. As the developer of numerous sales steps and procedure points specific to casino host sales, my signature training includes exclusive one-on-one call coaching sessions.

Gali: You have been in the industry for a long time. What are you advocating for these days???

Nick: I am a strong advocate for change and enhancement in the field of Casino Player Development. I believe in critically examining our past practices, even those that have been successful, and breaking them down procedurally and operationally to assess their continued effectiveness. I question whether certain strategies have truly worked or if they need to be reevaluated. There are several areas where I am actively advocating for improvements and advancements.

Gali: What do your students or those individuals who have sat in your training say about it??

Nick: I have a massive collection of testimonials that I am truly proud of, and I always feel humbled when I receive these amazing accolades. Quotes like: you defined my job, you are a career life changer, you saved my job, the numbers are the highest they've ever been.

Gali: What is the biggest challenge faced by casino hosts?

Nick: Well, undoubtedly, one of the most significant challenges is making those outbound cold calls to potential leads, which is a skill I emphasise in my teachings.

However, if I want to cover the majority of hosts, there are two aspects to consider: factors beyond their control and factors within their control.

When it comes to factors beyond their control, casino hosts often desire respected leadership that listens and possesses extensive player development experience. Additionally, casino hosts face the challenge of competing with other departments that are able to comp, such as players' clubs, table games, Manager on Duty?(MOD) and even general managers. This makes it very challenging for hosts to manage a player's Return on Investment (ROI), comps, and most importantly, “The Negotiations”. Moreover, marketing departments evaluate players based on points and tiers, while casino hosts assess them based on Average Daily Theoretical (ADT), actual loss and the balance of “what did you do for me today” and future potential. Unfortunately, the negotiation aspect is somewhat eliminated when players receive offers in the mail or can get a comp from a MOD or table games.

Regarding factors within their control, one critical challenge lies in effectively defining the relationship they have with their players. Many casino hosts tend to present themselves as “The Agent” or “The VIP Guy” with expensive attire, shoes, watches, and enjoying lavish outings to events, games, and concerts with their guests, which is certainly important.

The true test arises, however, when hosts must engage in "the conversation" with their players. This conversation involves saying "No" to comp or free play requests or strategically keeping guests away from competing establishments. Irrespective of how expensive their watches may be, this aspect of casino hosting represents the authentic business end of their job and demands strong skills and techniques in professionalism. This is the true test of the relationship.

And lastly, when setting up or deciding on a CRM program, please consider having everything automated. To have hosts sit and spend 30, 40, and 55 minutes inputting call contacts and touches is a ridiculous waste of time and money.

Gali: How can casinos support their hosts more, and what is potentially lacking today??

Nick: Well, I believe we discussed this in the previous question. It is crucial for every department that can issue comps to be trained and aligned with the mindset and criteria of the casino hosts. These departments need to truly understand player development. I consistently emphasise that comps should be viewed as incentives to play more! Not simply rewards or because they “have it” in their bucket.

In 2024, my plan is to focus on casinos creating a Hosted Tier, which will be a basic tier card with an invite-only selected by the Player Development (PD) committee. Membership in this tier will be based strictly on ADT, actual play, and growth potential. The PD Team, not marketing or direct mail offers, will handle the marketing efforts for this tier.

Hosts fundamentally require the authority and flexibility to negotiate and determine the dollar amount of comps for themselves. They also need the freedom to explore development opportunities. Additionally, I urge leadership to assess the number of accounts assigned to each host. In the past, it was considered manageable to have 250-300 accounts per host. Over time, that number increased to 500-700 or even higher. However, based on my extensive experience speaking with numerous casino hosts across different markets over the past 15 years, I am convinced that casinos are actually missing out on revenue by assigning more than 150 accounts to a single host.

This approach leaves money on the table and can result in paying commissions on accounts that haven't been grown by the host. While limiting the number of accounts to 100-150 per host will, of course, necessitate hiring more hosts, it will also create opportunities for VIP Representatives and Telesales Teams.

Gali: What advice can you give to people looking to break into the gambling industry with a focus on hosting?

Nick:?Breaking into the hosting role in the gambling industry can be challenging, but here's some advice to help navigate the process. Networking and building relationships are still crucial in this industry, so it's important to connect with the right people in the PD department and make a positive impression.

PD is an area where traditional methods still hold weight. Prepare well for interviews and do your homework on what player development truly entails. It's not just about looking good or being able to socialise; it's a sales-oriented job. Consider gaining sales experience or studying sales techniques to strengthen your skill set.

When applying for positions, I recommend starting in areas such as the reward centre, VIP lounges, VIP services, table games, or slots. These departments provide valuable educational experiences for aspiring casino hosts and offer insights into the player gaming dynamic. Additionally, these areas are often considered for internal promotions by leadership.

Remember, when interviewing for a casino host position, exceptional people skills and college degrees are not the sole determining factors, if they have any weight at all. Focus on demonstrating your understanding of player development and your ability to drive sales and foster relationships with players. Leadership is looking out for how comfortable you are making cold calls, understanding the dynamics of sales quotas and being able to have uncomfortable conversations.

Gali: What thoughts or advice can you share with casinos looking to enhance their?hosting and why utilising?consultants or training experts is worth the investment??

Nick:?I find this question intriguing because I don't consider myself a conventional consultant. Throughout my 35-year career, I have solely focused on Casino Player Development, staying true to my expertise. I see myself primarily as a teacher, coach, developer, trainer, and mentor. When I approach a situation, I put myself in the shoes of a Player Development Director and consider what I would do to enhance the department and the team. I always ask the executive team where they want the PD Team to be in 3 months, 6 months and a year. This is my critical path. While I don't claim to be an expert on what works, I have gained valuable insights from experiences that didn't, and I'm eager to share and implement those lessons.?

Consulting can sometimes be generalised and formulaic, and offer materials that may quickly become outdated. However, I greatly admire casinos and corporations that value educational leaders. This demonstrates their commitment to their team's success and their willingness to seek input from a third party. It shows that they have set personal egos and intimidation aside and let go of any reservations to improve crucial procedures and performance.

Often, CEOs and PD leaders understand the value that someone like myself brings to their team. Although a PD leader may provide instructions and measurements based on their 7 or 11 years of experience at a particular property, a trainer with exposure to various markets can offer a broader perspective. I have noticed that my presence at a property often leads to increased respect for leadership, as reflected in testimonials and feedback received.?

While PD exists within individual and unique markets, my overarching goal is to ensure that the entire industry adheres to industry-standard protocols and operational procedures. By investing in consultants or training experts, casinos demonstrate their commitment to continuously improving their hosting services and maintaining industry standards.

That concludes today's Q&A. I want to thank Nick for taking the time out of his busy schedule to share his years of experience and expert insights with the Gali's Guide audience.

Nick's expertise in global player development highlights the importance of investing in your hosting teams, their training, and techniques while emphasising how best to capitalise on every opportunity without leaving money on the table.

I encourage casinos to consider the value that third-party consultants and trainers can bring to their internal teams and how these professionals can provide a fresh and impactful perspective.

To the Gali's Guide community, it's been a pleasure to share another Q&A with you. Stay tuned for the next one.

#GalisGuide #iGamingInsights #PlayerDevelopement #CasinoHosting #QandA #NickIppolito

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