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Boss Media Fines Licensees

So here’s some good news in the world of eGam­ing, specif­i­cally online poker. I read this arti­cle on EGR this morn­ing and through I had to write a post on it. From the article:

BOSS MEDIA HAS intro­duced fines for poker net­work licencees that rely too heav­ily on rake­back and don’t bring in enough casual los­ing poker play­ers, or ‘fish’.

The rule will focus on the monthly pay­out ratio of indi­vid­ual Boss Media licencees, analysing the per­cent­age of win­ning play­ers against los­ing ones. The pay­out ratio is cal­cu­lated by divid­ing the total cash game win­nings by the total cash game stakes recorded for each site.

Now there a few things here that I wanted to chirp about. I’ve been involved with eGam­ing Mar­ket­ing now for 7 years, over those 7 years I have worked with alot of providers all over the world. Since it’s a fairly unreg­u­lated mar­ket in cer­tain areas (read: full of shoddy oper­a­tions) there are some pretty inter­est­ing mar­ket­ing practices.

For instance I have seen “reten­tion” mar­keters that rely on heavy gam­blers “move” these play­ers from one “brand” to another and call it an increase in busi­ness (that is specif­i­cally for a sin­gle com­pany that has mul­ti­ple brands or web­sites). Frankly I’ve seen that so many times over the years that it makes me want to vomit.

That’s not mar­ket­ing, that’s sav­ing your own skin because the out dated mar­ket­ing prac­tices you are using are not dri­ving in the recre­ational play­ers (or in the world of Poker the “fish”). Boss Media has it right, absolutely and com­pletely right. The fine struc­ture they are putting in place will force it’s licencees to invest in mar­ket­ing and become main­stream — appeal­ing to nor­mal peo­ple out there.

Far too many eGam­ing com­pa­nies out there rely on a stock of heavy gam­blers to sus­tain their busi­ness. When they do this they can con­tinue to pro­vide crappy cus­tomer ser­vice, slow pay­outs and treat new cus­tomers like garbage. It’s a stigma that this indus­try needs to get through in order for it to be come mainstream.

Think about it, if I’m a nor­mal per­son and become inter­ested in Online Poker do you really think I’m going to deposit $100 or $200 into an oper­a­tion that has out­dated philoso­phies of cus­tomer ser­vice and mar­ket­ing? Those days are gone.

It’s time for eGam­ing and Online Poker rooms to put the cus­tomer first, mar­ket to recre­ational play­ers and get with it in all areas of their operation.

Good Job Boss Media. I wish that more providers would imple­ment sim­i­lar poli­cies and weed out the dinosaurs of the eGam­ing industry.

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