The Hidden Value

A quick scan of upcoming live poker tournaments in the UK shows the WPT, EPT, WSOPE, UKIPT, APAT and GUKPT all hosting events in short succession. This overdose of acronyms demonstrates the overwhelming opportunities that online poker players now have to satellite into major poker tournaments. And this is both an opportunity and headache for poker operators.

Of course, qualifying into an event is just one step towards the tantalising cash prizes on offer but the vast majority of players in each big tournament (online qualifiers or otherwise) won’t even get close to the final table and potential riches. For online poker operators, while it's great to see one of your qualifiers go deep in a major event, it's far more important to consider the experience of those for whom a seat at a big tournament is a rare treat. This is something most operators don't do well, if at all.

What do players want?

When recreational online players take their first steps into a live poker arena there is almost inevitably a feeling of nervous anticipation mixed with trepidation, especially if they've travelled a distance to play in unfamiliar surroundings. They are quite likely to be at the tournament alone and the hospitality they receive (if any) from their online poker site is likely to be the major determining factor in whether it is an enjoyable experience.

I say 'if' because too many times I've been involved with the organisation of, or attended, live tournaments and met players who qualified online and yet have had little or no interaction with the site from whom they've qualified. In many cases, they arrive unaware of whether any representatives will be there to meet them (invariably not), unsure about the timetable of the tournament or even if their entry is confirmed.

Many online operators now give lip-service to ‘building a relationship’ with their players, but giving your players the VIP treatment has never been so important in the ever-competitive online poker market. Your opportunity for direct interaction with customers is an ideal means to build emotional links and relationships, engender loyalty and inspire fantastic feedback.

Welcoming your players

The key question operators should be asking themselves is what does a player want or expect from his online poker site when qualifying for a major tournament? They should expect clear instructions on the event, the timetable, travel arrangements, accommodation and expenses but that is not really enough. This is in some cases an experience of a lifetime, and they need more than a map and a hotel booking to make your brand part of that experience.

Being greeted on arrival, be it at a player reception, a party or simply a drink with your player representative(s) will ensure your customers feel appreciated and part of a team. He or she wants to be congratulated on their success in qualifying. And as I mentioned earlier, it can be a lonely experience for the new player entering a major live tournament for the first time.

As a player, having someone to spend time with during breaks, rather than wandering aimlessly around an unfamiliar card room or casino and having someone to cheer them on or commiserate with them is a way to enhance their experience of the event and thus your brand.

When Blue Square and Rank launched the GUKPT, all online qualifiers (anything from 30-80 players per event) were invited to a pre-tournament food and drinks reception on arrival. At this reception, the players not only got to meet the Blue Square Poker representatives but also their fellow qualifiers. Building relationships and camaraderie was a crucial aspect to the success of the tour and the loyalty it engendered.

Indeed, if you have a few qualifiers, then building a team mentality will both enhance a player's experience and raise your profile, if they are proud to wear your branding and sing your praises. There is still no better publicity in the world of online poker than word of mouth recommendations.

The advantage of size

Red Hot Poker recently took a small team of qualifiers on a 'Vegas Vacation' to play the WSOP and Venetian Deep Stack Extravaganza. Focus was placed on the whole Vegas experience by arranging plenty of additional entertainment which included a top Vegas show, an adrenaline junkie experience and plenty of accompanied bar crawls.

Focusing on the vacation aspect ensured the trip was remembered for the good times that were had and the qualifiers' enjoyment wasn't based entirely on their poker results. Their experiences and the personal relationships that were built are both likely to retain their loyalty and help get the word out about the community nature of Red Hot Poker.

In Vegas, I attended a couple of welcome parties hosted by the larger online operators, PokerStars and PKR. As you might imagine, the PokerStars
event was lavish, with hundreds of qualifiers attending from all over the globe. But while they might have enjoyed the free drinks and headline entertainment, it could possibly make you feel like you're just one of a crowd. Indeed, the very size of the PokerStars and Full Tilts of this world give smaller operators a distinct advantage when it comes to a player’s experiences of live hospitality.

By contrast, PKR (while still providing opulent surroundings for their welcome party, at the top of the Mandalay Bay Hotel) also organised a barbeque for their qualifiers and a VIP night at a Vegas nightclub – perfect opportunities to interact with their players and build a team spirit among them. Something the bigger sites miss out on.

Building on your success

Face-to-face interaction with customers, learning about their requirements, needs, likes and dislikes is an invaluable opportunity for us all to grow our online poker business in tough times. Then maintaining contact with the players you’ve met helps to ensure they become part of your team.

Finally, while the inevitable instinct is to focus upon upcoming promotions, it’s always important to maximise the value from a successful tournament or trip. Update any site blogs, forums or social media groups and let all your other customers know what's in store for them if and when they qualify via your next live tournament promotion. If you provide excellent hospitality to your online qualifiers, use it in your marketing and you'll not only be a site of choice for those aspiring to play major live poker tournaments, but also inspire many others to try to do so.