What Does an Online Casino VIP Host Actually Do?

A casino VIP Host is the human connection between a high-value player and the operator. The role is the relationship — recognition, trust, judgement and follow-through — not a machine that only awards bonuses after deposits.

Most people would make the assumption that an online Casino VIP Host “looks after the platform’s biggest players – the high rollers – the players who spend the most”! They wouldn’t be wrong – BUT – there’s a heck of a lot more that goes into being a successful and genuine VIP Host.

I’ve spent a number of years managing and hosting VIP players in the “bricks and mortar environment” – on the casino floor & in the Salon Privés of old! I’ve also had more than 20 years experience in the online environment, learning how to transform from the physical environment, from “face to face contact” into something far more complex and more challenging! Learning how to manage the human relationship between the VIP player and the Casino. The emphasis is on the words HUMAN RELATIONSHIP.

I’ve noticed a big shift in the way operators and their VIP teams manage their players. I think they’ve lost their way as the demand for results and player growth has taken over and become the absolute priority!

Tasks are part of the role — the relationship is the role

Typically a VIP Host might be exposed to a number of different “tasks” which might include making regular contact with VIP players; awarding bonuses; handling player queries; dealing with complaints and doing what they can to retain or re-engage inactive players. These are all important and form part of the role – BUT – these are just some of the tasks that are involved.

What has become less evident is the RELATIONSHIP. VIP teams have become far too transactional. This isn’t always the fault of the Host. They’ve become conditioned to react this way by senior management. A player deposits, loses. The Host awards a bonus. Player deposits and loses again – the host sends another bonus. Player goes quiet – the host sends another bonus! The focus has become transactional where just about every campaign is about deposits. Where every declining player needs an offer and every conversation requires a commercial outcome. WHERE IS THE RELATIONSHIP?

When hosts become account managers

I’ve experienced this pressure myself. The typical reaction is “Why aren’t the VIP players depositing? You MUST MAKE them deposit! If they aren’t depositing with us they must be depositing elsewhere!” Naturally the Hosts are fixated on offers before thinking about the player which ultimately becomes transaction management. The Host has now become an Account Manager!

Over the years technology and access to information has developed enormously. A VIP Host now has access to everything there is to know about a player’s account. Yes, the VIP Host should know the metrics; deposits made; the games played; the turnover generated, the wins & losses etc.

Whilst commercial results and growth are naturally very important, you still need to have an understanding of how to establish, nurture & grow a relationship. Every conversation with a player does NOT need to become an UPSELL opportunity.

I’ve seen hosts who appear to be very busy, making calls, adding bonuses, emails sent etc. But, that doesn’t make them a good host!

Contact is activity. Engagement is experience.

One of the biggest things I’ve learned is that not every contact needs an offer. What every interaction DOES need is a reason. Contact is activity. Engagement (very different) is experience. A successful host should always pay attention to whether the player actually got anything meaningful from the interaction. Pay attention to whether there’s a reason for the contact; has the host followed up on previous issues & escalations. Most importantly – does the host LISTEN and take steps towards strengthening the relationship?

I recall a time in my earlier hosting years when I spent more than seven hours on the phone with one of the biggest online players in the business. Seven straight hours where I listened. I empathised, I made a point of trying to understand his perspective, and I listened some more! The net result of that marathon call was that the player TRUSTED me! That experience has remained with me throughout my career. It reminded me that as a host – never forget the very basic human skills of listening; understanding and reading a situation; remembering; manage expectations; follow through and act on what you’ve said; know when to talk and when to keep quiet; Be honest!

Not every contact needs an offer. What every interaction does need is a reason.

The host is the human connection

A successful and effective host is the human connection between the high value player and the Casino. That in itself makes the role of the host so incredibly important! Technology and data teams will continue to grow & become more sophisticated. CRM programs will continue to develop and churn out offers. AI will probably play a bigger role and I support all of this as it definitely helps — but don’t confuse the data, the metrics around a player’s activity with having a strong relationship with the player!

What I have learned and the experience I’ve picked up after all these years is that to become the best host, you need to make the player feel known! Make the player feel recognised, respected and genuinely valued.

If every casino offered your VIP players the same offer tomorrow, why would they stay? Do they have a solid relationship with their Relationship Host?

I would urge all operators to ask themselves that question. That’s the question!