What can online/mobile social casino developers learn from Las Vegas casino VIP/loyalty programs? Join Stephanie Leifer, a VIP Manager at Product Madness, as part of a discussion at Casual Connect USA for some valuable insight. In reference to the question, can whales be made, Stephanie responded, “We really believe that whales are born, not made. People have a propensity and a willingness to want to get involved in a game or they don’t and there is nothing I could do, or honestly want to do to push that”.
Stephanie Leifer is a VIP Manager at Product Madness, a leader in the social and mobile segment of the games industry. She claims she came to this position through a combination of luck and timing. After leaving a career as a practicing attorney, where she was miserable, she became a Lyft driver while looking for a new opportunity. Interestingly, her time with Lyft revealed her enjoyment of and talent for interacting with people. The position with Product Madness was the perfect prospect for combining the fun and people-oriented qualities of driving Lyft with the challenging aspects of strategy and problem solving. And, as she says, “Jobs with an end-goal of “delight” are few and far between. I was lucky enough to find one of them.”
Stephanie has been involved in quite varied careers, including sales, political finance, logistics, non-profit management and the law, and each of these gave her experience that has been an advantage in her present work. Her background in professional services and creative problem solving now assist in many of her responsibilities: developing marketing strategies, evaluating player data, calming upset VIPs, celebrating with happy players and creating new ways to delight VIPs.
Creativity and Logic
The opportunity to combine service and customer support with analytical marketing is something Stephanie especially enjoys. Each day is challenging in a different way; she explains “It gives me the opportunity to be creative and sometimes goofy, but it is also grounded in numbers and logic.” And the people she works with are another gratifying aspect of her job. While it can be difficult to manage players, she emphasizes, “As a team we do a pretty good job of remembering that we work in gaming and gaming is fun!” Through creating and leveraging rapport, this team builds loyalty, affinity and value to engage and retain VIPs.
The Challenge of Being New
She admits that, as a relatively new industry, social and mobile casino gaming can be challenging. There are no decades of history and experience to act as a guide. However, Product Madness also has the ability to be bold and creative as they approach stumbling blocks in ways that might not be readily apparent to established companies.
When Stephanie is not working, she loves exploring San Francisco; as she insists, “We really do have the best views, parks, museums and people.” She is constantly finding new restaurants and bars to try, live music or comedy to see, or a neighborhood she has not yet explored, as well as friends willing to come along.
Catherine Quinton is a staff writer for www.gamesauce.org. Catherine loves her hobby farm, long walks in the country and reading great novels.