Casino patrons turn to mobile apps for an enhanced gambling experience, according to TribalNet.

In a keynote address at the recent TribalNet Conference & Tradeshow, Raj Dubey, a digital team leader at LT, emphasised the significance of mobile apps in the modern tribal casino landscape. Dubey's speech highlighted the growing demand for mobile access to gaming and hospitality experiences among tribal casino customers.

According to Dubey, addressing data-privacy concerns is crucial to improve customer comfort and willingness to engage with mobile apps and player portals. Surveys suggest that 45% of players have data-privacy concerns regarding these digital platforms.

The importance of seamless digital experiences is further underscored by the findings that 31% of players lack information about the app, while 25% have had a poor user experience navigating the app or website. Dubey suggested a strategic approach, advocating for a "crawl, walk, run" methodology for implementing mobile apps in tribal casinos. This approach encourages starting small, following a well-aligned marketing strategy, and gradually expanding digital offerings.

Younger audiences, in particular, prioritise entertainment, food, and beverage offerings in casinos, in addition to gambling. This trend underscores the need for mobile apps to provide a comprehensive and engaging user experience. Users, however, prefer in-person gaming but want technology to enhance their experience, not detract from it.

Interestingly, end users care about the casino experience, not the technology itself. However, 44% of those surveyed said technology has made their experience worse. This highlights the need for a user-centric approach, focusing on making the digital experience as seamless and enjoyable as possible.

Dubey also pointed out the importance of digital initiatives being aligned in terms of branding and functionality between mobile apps and websites. This consistency is essential for maintaining a cohesive and recognisable brand identity across digital platforms.

Effective marketing is crucial for the successful adoption of mobile apps in tribal casinos. Simply releasing an app is not enough to attract patrons. Dubey suggested starting with the guest's needs, rather than the app, and focusing on making their life easier for adoption and success.

Some tribal casinos, like Mohegan Sun, have already embraced this digital shift. Mohegan Sun has developed a mobile app by partnering with established platforms like FanDuel, which powers their branded online casino app available in Connecticut. This partnership has resulted in a highly usable standalone casino app operational in multiple states, including Michigan, New Jersey, Pennsylvania, and West Virginia.

The average cost of a security breach in casinos is a staggering $5 million. Ensuring the security and privacy of customer data is, therefore, of utmost importance. Dubey emphasised the need for robust security measures to protect customer data and maintain trust.

In conclusion, the importance of mobile apps in tribal casinos cannot be overstated. By addressing data-privacy concerns, aligning digital initiatives, and focusing on the user experience, tribal casinos can attract and retain customers, even in a competitive landscape.