Evaluating your competitors is a savvy way to take your business to the next level. However, the temptation is often to concentrate on direct rivals, ones that are like you in many ways. Although this is an excellent place to start, it does prevent you from branching out of your comfort zone and means that you miss out on learning from successful organizations outside of your niche.
In this article, we look at a prime example of an acclaimed casino establishment, SugarHouse Casino, and their systematic approach to branding themselves, boosting online traffic, and enticing new players across a wide demographic. Despite operating in a saturated market, SugarHouse is one of the leading brands in the world. This is why.
It Dared to Be Different
Playing it safe is an approach adopted by many entrepreneurs, however, in the long run, the approach can lead to failure as a fear of taking risks stops you from innovating. Whether the hazards are negated or not, there is always some level of unpredictability, something that Jeff Bezos admits you must embrace to make decisions if you believe his 70% rule.
SugarHouse Casino welcomed the challenge of being different, accepting it as a badge of honor from the day it was awarded its license to trade. Several examples spring to mind, such as the quirky design of its website, yet the standout feature was when it invested in unknown suppliers’ games to enhance the user experience, notably in the Slingo field (Slingo Riches/Slingo Extreme).
It was one of the first operators to take the plunge. However, the results paid off because the site recorded 20% month-over-month growth within two years. The mobile platform may only be accessible in two states, yet SugarHouse Online Casino still developed a massive collection of games, pivoted to mobile and web apps for accessibility purposes, and invested in services that aren’t common, such as overseas games that appeal to a broader range of customers. These include Keno, Pai Gow Poker, and Caribbean Stud. SugarHouse could have stayed in its lane left the bigger boys alone. Instead, it has taken on the US’ top brands and is now mentioned in online lists about the best online casinos for US players regardless of location.
It’s Not Afraid of Opportunities
Strange as this sounds, seizing your opportunities as an entrepreneur means you may grow quicker than you can handle. It’s a healthy problem to have, yet it’s still an issue, and lots of businessmen and women prefer to avoid it if they can. Sadly, this approach forces you to miss out on raising brand awareness and boosting your market share. SugarHouse Casino has never had that problem.
For example, aside from launching the SugarHouse Casino in New Jersey and Pennsylvania, the organization doubled down by opening a sportsbook. In 2019, SugarHouse Sportsbook became the third accessible platform in the Garden State, with its revenues within one month more than doubling due to the move. Plus, the provider decided to shift its attention to mobile, specifically apps as it noticed that the sector funneled lots of traffic to its platforms.
Businesses must be prepared to be different and grab their opportunities when they appear. SugarHouse did it in one of the most competitive and saturated sectors on the planet. Today, the brand is flourishing and there’s plenty of ways this success can be emulated for other businesses.