Sudhir H. Kalé, Ph.D., is the Founder and CEO of GamePlan Consultants, a business that offers boutique high level consultancy and training to gaming establishments all over the world. Currently, he is also Honorary Professor of Marketing at Bond University in Australia and a Senior Consultant to the clubs industry in Australia through Bulls Eye Services. Till June 2015, Dr. Kalé was a full-time advisor to Sands China Limited, the largest gaming company in the world. Professor Kalé is widely regarded as an expert in various aspects of gaming management such as customer relationship management (CRM), customer loyalty, customer service issues, market segmentation and positioning, and customer lifetime value (LTV). A frequent contributor to leading gaming publications and online sites, he has worked tirelessly to further the continuing education of gaming executives. Professor Kalé has conducted over two hundred executive development seminars on a range of topics such as cross-cultural interactions, smart selling, applications of the MBTI in management, applying the Enneagram in organizations, and providing exemplary customer service. He also trains and consults for different industries on various aspects of organizational diagnosis and development, communication and leadership, corporate culture and culture change, relationship marketing and customer service. Professor Kale’s gaming client list includes diverse casino companies such as Marina Bay Sands, Galaxy Macau, Starworld Hotel and Casino, Mohegan Sun, The Olympic Entertainment Group, Sun International, Casinos Austria, Mocha Slots, IGT and Crown Casino. He has been a regular speaker at the Global Gaming Expo (Las Vegas and Macau), Gaming, Racing and Wagering Australasia, and at the University of Nevada (Reno) Executive Development Program for senior gaming executives. Professor Kalé has a Bachelor’s Degree in Chemistry from University of Poona, a Masters in Management from University of Bombay, and an M.S. in International Business, and a Ph.D. in Marketing from the University of Illinois at Urbana-Champaign. An eloquent, intriguing, and sometimes provocative speaker, Professor Kalé’s views on a wide range of issues have been quoted by media the world over.
Australasian gaming businesses typically spend between 15 percent to 40 percent of their revenues on marketing. Yet the return on marketing expenditure often defies measurement. Part of the difficulty lies in effective delineation of the marketing function.
Upcoming elections in South Australia and Tasmania are providing another opportunity for anti-gambling crusaders to target the industry, prompting concern a hostile operating environment will restrict growth.
Queensland continues to attract international investor interest in its casino market and is expected to see progress in new licenses being issued this year, though sentiment towards the market as a whole is lacklustre amidst flat revenue and rising regulatory pressure. Any projects are also likely to be smaller in scale than those originally mooted in the first round of license bidding.
Casinos around the world have access to a goldmine of data, from retail transactions through to loyalty programs, and are increasingly mining that information to improve operational efficiency and marketing. However, until recently, operators lacked a solution to tap into the performance metrics of live table games. Casinos have been forced to rely on labor intensive old-fashioned manual counts during operational hours. A small Australian company, Sensen Networks, now claims to have found an answer with new table game technology.