PartyGaming Reveal new Marketing Strategy
PartyCasino
PartyGaming, the company behind both PartyPoker and PartyCasino, have suggested that they’ll be marketing their casino product more in 2010. PartyGaming’s chief executive Jim Ryan has suggested that the company has re-evaluated its focus on its poker brand, suggesting that they’ll now target “pure-play” casino customers, as opposed to converting poker players into casino ones.
The marketing move comes after the company revealed that casino revenue had risen 12% year on year, whereas PartyPoker revenue had dropped by 44%. Ryan has suggested that a “pure-play” casino player’s “lifetime value is twice that of a poker consumer who moves over to casino”, noting that PartyGaming’s “casino offering will grow in 2010 and beyond”.
Ryan told eGaming Review that PartyCasino will introduce 50 new games in 2010 and the company will focus on creating “life-changing events”, noting that they have the “largest reset value in our Melon Madness Jackpot [which] starts at US$1.5m”. According to Ryan, PartyCasino “will continue to bring those life-changing events to the consumer”. Alongside the focus on PartyCasino, PartyGaming have recently launched a series of new UK PartyCasino television adverts, featuring Phil Tufnell.
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