In this edition of the Industry Insider, we spoke with C.C. Griffus, Director of iGaming and Sports Betting Operations at Soaring Eagle Casino & Resort on how she got started in gaming, incorporating omnichannel gaming to Soaring Eagle’s portfolio, and previews what she’ll be speaking about at G2E 2024.  

You have an impressive career in gaming that spans more than 16 years. Can you talk about how that journey has shaped where you are now and how you’ve seen the gaming industry change?

During my college studies, I fully intended to graduate and start my own small business. But life had a different game plan for me. There was an exciting opportunity to earn my stripes in casino management through a leadership/internship program spearheaded by the Saginaw Chippewa Indian Tribe. This catapulted my journey into the heart of casino operations and hospitality. Suddenly, I was fascinated by the challenges, experiencing the thrills, invested in decision-making processes, and spent sleepless nights brainstorming new ideas. No doubt about it, I was all in.

Over my 16-year stint, I've witnessed the game of casino marketing evolve dramatically, thanks to technology. Years ago, as an Advertising and Public Relations manager, it was the “good old days” where posting on Facebook was no cost and would generate business.  Way back when, a simple, cost-effective Facebook strategy would rake in business. Now it's all about elaborate planning, budget allocation, and harnessing the power of multiple social media platforms and influencers. Adopting business strategies to align with the evolution of technology has been the key to success for all of us in the gaming and hospitality industry.

Every cog in the casino's operational wheel had to ramp up its tech game. By 2019, the biggest game-changer was the move to legalize online casino and sports betting in various parts of the U.S., including my home state of Michigan. This new era propelled a change in my gaming career. I began a personal quest to gain as much intellect as possible to prepare to extend our online casino and sports betting and the opportunity that came with it. As a marketing executive, I played a key role in the development of our online casino and sports betting initiatives. This hands-on experience paved the way for my current role as the Director of iGaming & Sports Betting Operations. I'm thrilled by the journey so far and can't wait to see how the game plays out.

Soaring Eagle has taken an omnichannel approach when it comes to gaming, offering bettors the opportunity to participate both in-person and online with PlayEagle.com. Why is this approach so important and how does it impact the day-to-day gaming experience of your customers?

The continuous engagement with customers plays a critical role in retention and loyalty. Having an omnichannel strategy with the online casino is key to maintaining a connection with the land based players and vice versa. Identifying the differing behaviors of the online player versus the land-based casino player is a little tricky; however, the ability to offer the opportunity for each type of player to visit and play in either outlet has enabled Soaring Eagle to capture incremental increases in deposits and coin-in over the past couple years. This tells us that the omnichannel approach is maintaining the engagement we have strategized for.

Soaring Eagle also has a significant brand recognition in Michigan, as one of the first casino resort properties to open in the state.  Having an online casino presence has appealed to customers and has enabled us to maintain the connections and provide additional opportunities to engage with players who live outside of the core/localized market. Previous casino reward initiatives required a visit to our property to place a value on a player, now we have the ability promote and reward a player through online casino data analytics. Thanks to these analytics, a player is correctly identified and rewarded accordingly.

Do you remember your first G2E? How many years have you been attending and what is your advice to first timers attending this year’s event?

I've been attending G2E for almost 16 years, only missing a few along the way. It all started when I was still an intern and stumbled across a program for college students to attend G2E's educational program. It was a fantastic opportunity - all I had to do was assist in scanning attendee badges during two sessions, and in return, I'd gain access to this amazing event. This was my ticket to G2E in the beginning, and it altered my career trajectory dramatically.

As I’ve mentioned earlier, my goal was to own a small business post-college. But the electrifying atmosphere of my first G2E, and after going to Las Vegas for the first time and having conversations with successful gaming executives, I was hooked on the idea that I could become a successful executive in the gaming industry and make a meaningful impact at Soaring Eagle Casino & Resort.

My first G2E was more than an event; it was an immersive introduction to the diverse, dynamic world of casino resorts. I'd urge any newcomer to make the most of their first G2E by networking relentlessly, visiting as many vendors as possible, and soaking up knowledge from the education panels.

There's an abundance of opportunities strewn across the exhibition floor and sessions. If your first G2E mirrors my experience, you'll walk away with a newfound appreciation for the various roles, responsibilities, and potential in the gaming and hospitality industry. Approach G2E with a receptive mind, absorb as much as possible, and challenge yourself to implement at least two ideas picked up from the event - whether it be something you've learnt from a speaker or gleaned from personal experiences.

You are speaking at G2E on the session titled “Maximizing Revenue through Sports Sponsorships in Gaming.” Can you provide a bit of a preview of what attendees should expect? How do you the see the role of sports sponsorships evolving in the gaming industry over the next five years?

I’m very excited to be speaking at this year’s G2E. This panel will scratch the surface of opportunities that lie within the sports betting industry. I’ll be joining two other executives who are familiar with the evolution of marketing initiatives within gaming, and we’ll focus on our individual experiences with sponsorships and how they have potential for driving brand recognition and loyalty.

The concept of using sports as a means for brand recognition was created many moons ago if we consider clothing, shoes, and sports drink campaigns. As sports betting became legal in U.S., we immediately started seeing an increase of casino brands in arenas, courts, and stadiums.

The evolution of sports sponsorships during the next five to ten years will most likely expand into a more prominent presence throughout every sport. I believe in the next five years we’ll see a massive injection of sponsorships from the sports betting industry in terms of naming rights of various teams, arenas, courts, and stadiums throughout the U.S. And will likely hold true if or when additional states in the U.S. pass legislation for sports betting.

G2E is the catalyst for legal, regulated gaming – fostering innovation and driving growth by convening the global industry in one place to get business done. What trends and technologies are you most looking forward to seeing at G2E 2024?

G2E is the event that I look forward to every year. With so many things to experience, I generally seek educational panels and opportunities to meet new executives for conversations and aligning potential business opportunities. This year, I look forward to seeing updates in sports betting hardware such as kiosk and video walls. I’m also hoping to see an increased presence of operational resources and tools for online casinos. 

I always make sure to download the G2E mobile app to keep me organized and help me navigate the week in terms of organizing a calendar for the session times, directions, and exhibitors’ locations.

Connect with leaders like C.C. who are driving growth across the gaming industry at G2E 2024, October 7-10, in Las Vegas. You can register to attend here>>