Antoine Spagna and Nadifa Dahou are pursuing a strong marketing strategy so that Amnéville remains the second largest casino in France in terms of visitor numbers (680,000 visitors per year). Photo Week
Friday 13. A special day at the Seven Casino in Amnéville, which will not be empty for a moment. The opportunity for “La Semaine” to push the doors of this temple of gambling Investments, redistribution rate to players, events … To attract crowds, you must compete in ingenuity and come up with an increasingly relevant marketing strategy.
“Nothing is going right,” says the croupier, signaling the end of the betting. The verdict in a few seconds. Red ? Black? Equal ? Odd? All eyes around the table follow the circular motion of the ball. More than a moment. Here we are. Some eyes go to heaven, while others sparkle with the radiance of victory. It’s their figure that came out. At the next table, we dream of breaking the bank, reaching 21, blackjack. A little further, the 306 slot machines of the Seven Casino in Amnéville whistle and sparkle. We support, we wait, we hope. Since the beginning of January, two jackpots have already fallen: one at 26,000 euros, the other at 55,000 euros. Adrenaline shoot guaranteed. But make no mistake: in the end it is always the casino that wins the bet.
“We are a company. We are here to make money ”, recalls Antoine Spagna, general manager of the creation of the Tranchant group, which generates 44 million euros in gross gaming revenue with its 136 employees. Winner yes, but not by much. The Seven Casino of Amnéville has a redistribution rate among its players of 92%, while the law requires at least 85%. “We prefer to be on top for a matter of attractiveness. If people don’t win, they go elsewhere,” says the general manager. A profitable commercial choice, because despite its proximity to the casinos of the Vosges, those of Mondorf-les-Bains in Luxembourg and Saarbrücken in Germany, the Seven Casino is achieving good results. In terms of activity, it occupies seventh place among the 206 casinos in France and even second in terms of visitor numbers with 680,000 visitors per year and an average ticket that peaks at 90 euros. The net result of the gambling temple will not be revealed, but the amounts generated would be far from urban legends wanting casinos to become multimillionaires. “Some branches are even forced to close. In order to pay the charges, you have to manage to welcome a lot of people,” explains Nadifa Dahou, the Marketing and Communications Director of Seven Casino.
In Amnéville, the visitor record for 2022 was broken on December 31 with 3,300 visitors during the day. Friday, January 13 could be another great night for the casino. “The French are superstitious and this day is rather seen as a lucky moment,” the general manager continues before recalling an anecdote: “Once upon a time, a customer came with a crank to find the right slot machine,” he joked. I promise you, you don’t need an accessory: the slot machines follow very precise algorithms to redistribute them to customers.
“Winning prizes is in the group’s DNA”
Since 2020, the casino has been facing crises. Closed during the Covid and now hit by rising energy costs, the Seven Casino can’t count on its lucky star to land on the moon. The establishment therefore has a perfectly coordinated marketing and event strategy. Last December 14, an electronic roulette with ten player positions was purchased. Value: 200,000 euros. Four nationally exclusive Bally branded slot machines have also been added. On January 17, six more will be added, at a cost of about 40,000 euros. “Every year we renew 10% of our fleet. We make our selection according to fashion,” admits Antoine Spagna.
Antoine Spagna, director of the Seven Casino of Amnéville. Photo Week
The advantage of the casino is that it can count on a varied audience, of all ages from 18 years. “If one of our goals falls, we identify it and find solutions or boost another one,” reveals Nadifa Dahou. “We use digital communication and loyalty in marketing activities. By playing slots, for example, you can win vouchers that then serve as a means of payment to buy prizes from our catalog,” she continues.
To succeed in its seduction operation, the establishment goes further: “I thought it was a joke at first”, Nadine looks back. On December 26, a regular customer won the Skoda-branded Karoq 4×4 that Seven Casino is giving away to its customers by lottery. “I only put three tickets in the ballot box. Another woman put more than ten,” she laughs. One of Nadine’s three ballots was therefore drawn from the (only) 900 votes submitted. “We offer one car per quarter,” says Nadifa Dahou. “Winning things is in the group’s DNA,” explains the managing director. And it pleases. The management also works to maintain a close relationship with its regulars. During this interview, several customers will greet Antoine Spagna. The latter always have a word for them. “I’ve known some of them since I came here as a technician in the 1980s. We have people who just come for a drink during the day. The casino is also a place of life. »
This is also why the site, which is also based around a restaurant, turns to events. A portion (amount undisclosed) of the gross earnings from gaming is re-injected to host shows in the 750 seat venue in the casino. The group Tryo will perform there on March 16 and Sinsemilia on March 31. For them, on February 16, the magician Dani Lary will be there for a tour or two…
The little secrets of Antoine Spagna
- Casinos cannot be set up everywhere. “It is imperative that they are in a spa, seaside resort or by the sea. If these conditions are not met, the city must have a population of more than 500,000.” »
- The Amnéville casino advocates responsible gaming. “We have employees who can identify risky behaviour. They can approach people and help them self-regulate by offering them supportive solutions. When a young customer comes to a casino for the first time, he is welcomed by one of our employees to make him aware of the dangers of gambling. »
- It is possible to cheat at casino table games. “We know the techniques, such as the pram on wheels. We used to have card counters in blackjack. Nowadays everything is automated and that is no longer possible. Croupiers receive 125 hours of training before the start and are therefore trained to recognize cheaters.
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