The heartbeat of the casino has been and still is the casino’s player development team. This team includes the director, host manager, and executive hosts. It caters to the highest-paying players. This group is instrumental and is often the most visible when a player arrives on the property. Many guests repeatedly confirm that the PD team is the one they feel most valued and wanted. Guests will feel valued and wanted, which is a critical factor in building loyalty.
A well-oiled casino player development team must have systems and programs that provide seamless and flawless guest experiences. The player development team should not miss a beat when a guest calls to book a room and returns to the airport in a limo. The player development team must ensure that no “T” is left uncrossed or “I” is missed. To ensure guests have an unforgettable experience, even the most superficial details must be double-checked.
The leader of this team must be a dynamic leader. Usually, the player development director. This person must understand the importance of a systemic, analytic approach to tracking department performance and the details and delicacies involved in servicing players in a personal, efficient, and fun way. The director must be able to put themselves in the shoes of the general manager and account for all the money spent on high rollers. However, they must also understand and represent the casino’s position as the host. Although the casino is the player’s employer, their loyalties should at least appear to be with them. This is not an easy task for all player development executives. This is because casinos are becoming more cost-conscious.
The player development team is undoubtedly the most friendly and visible of all the employees at the casino. They love what they do so much that they will answer their phones 24 hours a day to ensure that players are always appreciated and heard.
The heartbeat of the casino is the player development team. They are always there for the action, be it the VIP Party, sporting events, or hot action on the casino floors. They constantly look for new players and strive to keep their existing ones loyal. They are more well-known than any other employee at the casino. These dedicated employees make the casino a destination for high-rollers.
Betz Modglin is a top-ranking casino player development executive who has worked in the industry for over 18 years. As a consultant to major casinos, she specializes in developing and implementing effective player development programs, training player development staff, and designing and implementing cutting-edge casino marketing programs.