|Harrah's Entertainment Inc are proving to be in touch with their feminine side with the imminent arrival of Lucky Me, their innovative new internet site aimed at women. Traditional images of slot-machines, Ferraris, scantily clad ladies and the Las Vegas Strip will be replaced by a somewhat ‘gentler’ tone: a ‘feminine colour palette’ and games that involve ‘popping bubbles’. Advertisements will be placed at supermarket checkout queues and in magazines on the horoscope page.|
The significance of Lucky Me, however, is that it will be a subscription site, with a monthly fee that will allow gamers to play as much as they want without risking the loss of additional cash. 'The subscription-based gaming model fundamentally changes the customer experience and the economics of the Internet-gaming business,' said Richard Mirman, Harrah's Senior Vice-President of New Business Development. 'Customers can buy low-priced subscriptions for access to as many of each month's games as they want.'
The site is due to be launched in January, initially for UK gamers. Harrah’s must be aware, however, that Lucky Me will be far more acceptable to the US anti-gambling lobby than traditional casino sites because of its subscription system and games that rely more on skill than chance. Could we then be glimpsing the future of US igaming in its embryonic state?