Crowdsourced bets shape the future of gaming

Summary:Would you let your Twitter followers decide which casino bets to place for you? And would they win or lose all of your cash?

Crowdsourcing is used for everything these days – from funding to opinion gathering. Now even gamers can benefit from the wisdom of all of us.

London based Empire Casino ran a social media experiment last week. It ran a competition on its Facebook page and one person won £1,000 in chips ($1600) to bet with in the casino.

empire casino
Credit: Empire Casino

David Sargeant, @smallprophet the winner of the Facebook competition was present in the casino with his cash. However his bets were crowdsourced across the Casino’s Twitter followers.

"Shaping and changing the way in which casino gaming is performed has always been in the forefront of our vision." ~ Peter Turpin, Venue Director of The Casino at The Empire

Every bet he made would need to be decided by the public on Twitter.

Anything the winner won from these bets, he could keep for himself.

THe experiment would show whether Twitter could positively influence the outcome for Sargeant or whether he would leave the casino broke.

Would crowdsourcing all his bets across Twitter make his chances of winning better or worse?

The experiment kicked off on Thursday afternoon.

Sargeant, crowdsourced his bets live from the casino on three of its biggest games; Blackjack, Three Card Poker and Roulette.

The results from the day are as follows:

  • Sargeant spent £1000 of chips in 3hrs
  • Twitter decided how to place all 63 bets
  • 122 votes were cast in total through tweets
  • Sargeant walked away with £932.50 at the end of the game

As this involves real gaming in a real casino rules had to be followed. To protect the interests of all involved, terms and conditions were published and followed throughout. Various rules were tweeted during the day.

David won the second hand at three card poker! Help him stay ahead #SocialCasino pic.twitter.com/ahIvt4Ikip

— Empire Casino (@EmpireCasino) August 8, 2013

This helped to ensure the crowdsourced experiment went smoothly. At the end of the day everything still had to abide by the casino house rules.

This experiment was conceived and managed by communications agency Battenhall Empire Casino's social media agency. It noted that 791 mentions of the experiment appeared online, 100,414 people saw the experiment and the audience reach total for the experiment was 1.1m people.

Peter Turpin, Venue Director of The Casino at The Empire said: “Our global entertainment brand is always looking for exciting ways to experiment with the future of gaming.

Shaping and changing the way in which casino gaming is performed has always been in the forefront of our vision for Caesars Entertainment.”

There is without doubt potential for this precedent that has been set by Empire Casino to be picked up by others too.

Drew Benvie, Managing Director of  Battenhall said: "Our aim from the beginning was to experiment with the future of gaming, but to link it into the Casino at The Empire on Leicester Square, making it more than just an online, social media experience.

What I think helped this event stand out were a few factors; it broke new ground, it linked social media with a traditional, established entertainment environment, and it had a mainstream appeal that anyone can relate to.

We all want to see someone gamble a thousand pounds, and everyone wanted to see David win."

An interesting experiment and one that will spread across other forms of interactive activities. Look out for something similar appearing n your Twitter feeds in the not too distant future

Topics: Social Enterprise

About

Eileen Brown is a social business consultant who has been working with collaborative technologies for 20 years. Eileen creates the social business, energises communities and ignites social commerce and social CRM. She develops social business strategy, customer reach and online branding. Her book, Working The Crowd: Social Media Marketi... Full Bio

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