High rollers contribute significantly to a casino’s revenue and often get a lot of fringe benefits in return. However, how much each casino is willing to offer varies drastically, and high-rollers are very aware of this. We reached out to one of the iGaming sector’s foremost experts on casino comparison, Christoffer Ødegården. He is Bojoko’s Head of Marketing and has insight into how hundreds of UK high-roller casinos cater to VIP players.
In this interview, Ødegården shares the essential elements that high-roller casinos must offer to attract and retain VIP players. The discussion covers the importance of personalised service, including dedicated account managers and exclusive game offerings tailored to high-stakes players. Additionally, he delves into the balance casinos must strike between offering appealing bonuses and managing financial risk and the significance of long-term loyalty programs for VIP retention.
The Importance of the High-Roller VIP Experience
For high-rollers players, the experience should be nothing short of exceptional. “High roller casinos are about more than just offering bigger bonuses; they are about creating an exclusive environment where VIPs feel genuinely valued,” Ødegården explains. At the heart of this experience is personalised service. Top-tier casinos ensure VIP players have access to dedicated account managers who are available 24/7, catering to their every need. These managers are well-versed in the preferences of high rollers, ensuring that every interaction is tailored and every bonus or promotion is relevant.
Moreover, Ødegården emphasises the importance of game selection for VIP players. “VIPs should have access to high-limit slots and premium table games that aren’t available to the general public. This exclusivity is a crucial part of the VIP experience.” High-stakes tables, private gaming rooms, and games with higher betting limits are essential features that high-roller casinos must offer to meet the expectations of their most valuable customers.
How High-Rollers Choose Casinos
“High-rollers are usually not your average players and won’t just sign up to the first casino that pops up in an ad”, Ødegården says. He suggests that these players tend to conduct more thorough research before committing to a casino. “Reading reviews and testimonials from other VIP players can provide insights into the casino’s reputation and the quality of its VIP program”, Ødegården stresses.
He says VIPs are likely to avoid casinos with unclear or overly complex terms and conditions. Ødegården also says high-rollers are more likely to use comparison websites like Bojoko to ensure that they get the best experience possible. Additionally, he stresses that high-rollers don’t have loyalty unless catered to, so even if they end up at your brand, they are unlikely to stay unless they get special treatment.
How Casinos Can Manage Risks from VIP Players
Even in the luxurious world of VIP gaming, risk management is essential. Ødegården explains that while casinos aim to attract high rollers with generous bonuses, they must also protect themselves from excessive financial risk. “Casinos need to balance offering appealing bonuses with managing their own financial risk,” he notes.
Ødegården advocates careful budgeting and projections, as well as accounting for high-rollers hitting it big, which can hurt. “It is important to understand that it is not just about better offers, cashback, and expensive gifts; it is about the experience as a whole. Having the people at the casino that cater to them, developing relationships, and making the high-roller feel valued and respected goes a long way,” Ødegården explains.
He also stresses that many simple offers will make high-rollers feel appreciated. “I have spoken to you about the importance of wagering requirements, which is also true with high rollers. Getting a lower wagering requirement than other players is a very nice motivator, and many casinos opt for this”, Ødegården explains. He also adds that custom offers for games they love can go a long way on their own.
Building Long-Term Relationships
One topic that continually came up in our conversation with Ødegården was the importance of building long-term relationships. “New casinos often overlook loyalty, but it is crucial for long-term success,” he asserts. High-roller casinos must focus on building these relationships and cannot waver, as a bad experience can put the player off your casino for life.
According to Ødegården, the best high-roller casinos offer exceptional rewards and deliver a consistently high-quality, personalised gaming experience. “The goal is to make VIPs feel truly valued, ensuring a premium experience that justifies their loyalty and keeps them coming back.”
