IGS differs from ordinary mystery visit companies as we only work for casino’s and because we do not work with amateurs but with professionals as mystery guests.
Both traditional casino organisations and slot machine arcades face heavy competition. As a result of strict gambling laws, it is hard for casinos to stand out from the competition via the products on offer. A casino or arcade distinctive character generally concerns the services that they offer and their level of hospitality. A mystery visit offers an excellent way to assess that level of services and hospitality.
When visiting a casino or an arcade, guests usually encounter the same products. This means that the casino must distinguish itself via the services and hospitality that it offers. In short, the competitive advantage is gained via factors such as – personnel, quality of Food & Beverages, and the marketing activities.
The use of mystery guests offers an effective way to objectively measure the level of services on offer.
We only use mystery guests who have extensive experience in the gaming industry and therefore they are aware of the typical behaviour and needs of players. During their visit, our mystery guests will be able to assess more aspects than the average mystery guest is able to do. They will also be able to better adjust their behaviour to the situation.
The aspect of behaving illustrates where we stand out from the competition. The aim is amongst other things to gain a general assessment of the employees service-providing skills. However, employees are often quickly able to establish that a mystery guest is present. They consider it a sport to detect mystery guests. If they suspect that they are dealing with a mystery guest, they will obviously adapt their behaviour. As a result, the mystery guest visit no longer has any real value.
It is therefore essential that the mystery guest behave like a ‘normal’ visitor. This means that they must be able to adapt themselves to the situation at hand. An important aspect here is the timing of the visit. If the mystery visit takes place on a Monday afternoon, the situation will be different than on a Saturday evening.
Whether the mystery guest should behave like a first-time visitor or a regular visitor is another important aspect. This is because, in our opinion, the employee’s attitude towards a first-time visitor should be different than their attitude towards experienced players. Their attitude towards first-time visitors is an important factor with regard to whether or not guests will return to the casino. We always consult with the client first on which scenario we will use.
This approach has proven very successful. It has helped many clients to increase their level of service, and, as a result, improve their competitive position.
A mystery visit lasts at least one-and-a-half hour in a casino and one hour in an arcade, and the mystery guest always actually plays at the slots and (in a casino) at the tables. The time point of the visit is decided in consultation with the client. The timing can be important here because of certain Food & Beverage activities and/or marketing activities that are taking place at that time. The audited items are decided in consultation with the client and are adjusted to the needs of the casino.
We conduct mystery visits only on behalf of casinos and arcades. The items that our mystery guest assesses are processed in a spreadsheet, whereby points are awarded per item. This allows for different visits to be compared against each other. If multiple locations are going to be visited, this will make it possible to compare the different locations. With the help diagrams, etc. we are also able to provide overviews of long-term developments