REDSEVENS 777 – NOW, TIME TO WIN! 5e2u2r
Old acquaintances with a new name and image. This is Redsevens 777, which has shown us that when you put your heart and will into it, not even a pandemic can stand in the way of development. We spoke with the company’s marketing director, Küttel Gábor. s5d6t
Küttel Gábor 36y1f
CI: We haven’t talked for a long time. We’ve heard a lot has happened to you since then.
KG: Yes. A lot has happened lately, both with us and in the world.
First of all, our company has reinvented itself and created a new brand, as since 2018 we have been operating our gaming halls with a completely new and updated image. One thing has not changed, which would be our devotion, and obviously the three digits of 7, which in recent decade has become a brand of ours. In addition to these, we have started to implement the new company image in the gaming halls, which has started a real avalanche of renovations in the last 1-2 years, we have expanded in new cities, we have introduced a new casino management system, we ed well an important acquisition that enriched our portfolio with a new brand and not even the pandemic managed to stop us when it comes to these ambitious projects.
CI: Then let’s start straightaway. A new brand. How was RedSevens born?
KG: Our company celebrated its 10th year of activity in 2017. To honor this event we asked ourselves the question, what could be the next big thing that can give us a new goal and renewed motivation for another 10 years? Even at that time it was quite obvious that at the „strongest bastions of ours” Oradea, Arad and Timisoara, everyone knew us as those with the three 7s, or those with the red sevens. And a fun fact, at the big prize drawings, when the counts down, the audience usually repeat loud the number 7 together with him three times. From here we only needed a marketing twist and we formulated the anniversary idea of re-branding, according to whose three digits of seven will make up the name of the company. Since then, our name has been RedSevens.
REDSEVENS 777
CI: Ingenious. From what has been said, it is not hard to imagine that this idea has caused a real avalanche of rebranding within the company.
KG: Exactly. And during it we changed not only our image, but we also started to renovate the gaming saloons, respectively we introduced a new interior and facade design that are easily recognizable, innovations that have already been implemented in most cities. The process is still ongoing, in addition to the daily operation of the gaming halls, we are renovating 1-2 saloons per month, and we are already opening the new ones in line with this concept.
CI: Yes, I have noticed the expansion in Bucharest as well. Have you opened halls in other new cities?
KG: The big challenge of the last year was indeed Bucharest. The capital was always considered as a mile-stone of our growth and we were just waiting for the right moment. We are proud of the fact that we managed to open the first three halls in Bucharest, right in the middle of the pandemic, which will be followed by new ones in the near future. At the same time, we opened three more gaming halls in Bacău, respectively in Timișoara we acquired a competitor company, which had operated three gaming rooms, to which we opened the fourth and thus our new chain of Piramida playrooms developed. We also have big plans with this newly developed brand.
CI: You have mentioned earlier that you have introduced a new casino management system. What could you tell us about that?
KG: That’s right. Exact tracking and a flawless and variable customer experience are some of the essential conditions for quality operation. The management system used so far has failed to ensure the quality level we wanted. So we decided to look for a new partner who has extensive experience in the field of gambling operations and so we managed to make a partnership with a collaborator who developed his own system based on their own experiences. This criterion is indispensable when it comes to tracking activities as well as marketing functions. After long discussions we chose the EGT Pyramid system, which satisfies our every wish, and the developers are partners in of any new functions we require. With their help, we have more freedom when it comes to plan our marketing campaigns and activities.
CI: The question is inevitable, but what was the effect of the current pandemic on your society?
KG: Unfortunately, as it has affected us in our daily lives, the pandemic has seriously affected the activities of our company. The year 2020, respectively the beginning of 2021 were almost completely dominated by the restrictions taken by the authorities, as well as by the security measures taken within the company. As most of the employers in our field, we were working hard within our company to do our best for saving as many jobs as possible, as well as ensuring the safety of customers and all this in addition to complying with the restrictive measures introduced by the authorities. Now we see that the whole world is in the process of change, there are things that come to the fore that we have not even learned about so far, people live their lives according to these new rules and I do not think this situation will change in the near future. Those who prepare their society in advance for these challenges are more likely to survive in the future. We try to provide this message to our colleagues and also represent this approach towards our clients. I think we’ve done most of the work, but in the meantime I don’t think the challenges are over.
CI: Despite the difficulties, on social media we noticed that you have developed real news. What can we learn about the new marketing campaign?
KG: We did the timing consciously. After the spring re-openings, we dedicated almost all our time to fulfil the due promotional arrears to our clients until the end of the summer. We have always said that we always keep our promises. It is true that due to the pandemic we had to change certain things, but overall, we managed to draw and deliver each announced promotional prize. After that, we waited a bit in the fall to see the evolution of wave four, as well as the restrictions associated with it, and although we took a calculated risk, we decided to start a new campaign, something big and grandiose. We would have liked to develop a promotion that suggests that after so many bad things that have happened in recent years, now is the time to „win” – Now, Time to Win! – We developed the whole campaign so that as many players as possible have prizes. Obviously, mostly the luck of the players matter, as well there is the possibility of increasing the chances of win based on the playing potential of each player. This promotional campaign is the most complex campaign so far, at the drawings organized at the end of each stage 007 supercars are drawn, but the participating lucky players will be rewarded throughout the whole promotion. In this new promotional campaign, we also reinvented our loyalty program.
