Today’s gaming industry is changing at an unprecedented rate. With new technologies, rapidly growing markets and evolving customer needs, gaming is in the age of disruption. G2E keynote speaker Scott Stratten, Best-Selling Author and President of UnMarketing, will walk the audience through strategies and future-forward insights as both a business leader and from his own experiences as a long-time gaming consumer. From what drives players (and why he's switched casino brand loyalty twice in recent years) to what will be disrupted next, this session is sure to raise some eyebrows.

We caught up with Stratten to learn more about UnMarketing, how recent changes in marketing affect the gaming industry and much more.

Describe your typical day in one or two sentences.
I speak at 60+ events a year, so my days aren’t typical! Most days are either getting to an airport, landing in an airport, hotel and conference rooms. It’s like a touring musician: 23 hours of monotony for one hour of glory on stage.

How did you end up on the career path that you’re currently on?
I wanted to be a speaker since I was 12. Here I am – just a few thousand detours on the way here. I’ve never gotten nervous speaking in front of people and actually love it, so I knew I’d find a way here.

Can you explain the meaning and notion of “UnMarketing?” How can this practice apply to the gaming industry?
It’s pretty simple: UnMarketing is getting yourself in front of your target market so they know, like and trust the brand so when they have a need, they chose you.

To me, gaming invented loyalty programs and then lost its way. I’ve seen this both in person and online. We forget that loyalty is created by experiences, not because of a plastic card.

What is your connection to the gaming community?
I’ve helped fund it for 25 years! I’ve been fascinated with the industry since early adulthood. For Christmas oe year I asked for a 600 page study on the psychology of the design of casinos. Alison, my business partner, co-author and co-host of the UnPodcast, also had a show called “TheVegas30” which is a Vegas show for people over 30. Too old to stand in line, too young to play bingo. Been playing online poker since its inception, consulted for PokerStars, and have status at the majority of casinos in Vegas. In a nutshell, I’ve spent a lot of time (and money) and have always been enamored with gaming.

You’ll be joining us this year at G2E for your keynote, The Age of Disruption: Everything Has Changed and Nothing is Different. What has changed in marketing within that past few years, and which changes should the gaming industry be paying close attention to?
It’s not about changes in marketing, I really mean that talk title. Everything has changed. Life is exponentially different than it was 25-30 years ago. Gaming is no exception. Through regulation, deregulation, and increased competition online and off, I’m surprised everyone doesn’t have their heads spinning 24/7. But this chaos of disruption can also distract us from very basic principles that have not changed: people want to feel special, included and that they got what they paid for. And they aren’t feeling that, which opens up their minds to competition and then eventually they leave.

If you had to give one piece of advice to companies trying to gain competitive advantage, what would it be?
You already have it. You already know it. Make decisions that make customers feel ecstatic about you and they will tell others.

Why should G2E attendees make time to attend your keynote presentation?
I have a man bun, beard, tats and refuse to wear a suit. I’ve already been paid to do the talk and don’t have anything to sell so I can tell the truth. What I’m saying is I look like a sound guy with a vendetta against gaming marketing. Who doesn’t want to see that?

What topics will you be heavily focusing on during your G2E keynote?
Common sense tactics that aren’t so common.

What are you most looking forward to at G2E 2019?
Being there! It’s a bucket list event for me. Seriously, I’m so giddy.

Learn more about UnMarketing here.
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