Performance Measurement in Internet Gaming Industry – Implementing An Effective Balanced Scorecard at An Online Casino

Swen Günther, Katja Meyer


Performance Measurement Systems (PMS) are widely known and used in business practice. In business administration, esp. Controlling, PMS is a steady component in research and education. Over time, a lot of different versions have been developed in order to take the specific requirements of companies and sectors into account. They range from conventional PMS to highly complex, hierarchy-related Controlling Systems. The common goal of all these versions is to improve the planning and management of organizations and processes. According to the literature, the PMS is a standard management tool in many industries all over the world and could be transferred to almost any kind of product or service. In this article, we will investigate how PMS can help to improve the competitiveness of online casinos. So far, there are no articles or case studies published on this specific field of interest. The topic itself is very new and innovative even though the first online casinos have existed for more than ten years. Based on the case study of an online casino, we will show how an effective PMS could be implemented by using the classical Balanced Scorecard (BSC) in order to resolve management planning issues. The authors will demonstrate how this concept can be a “blueprint” for other e-business sectors while also considering the specific challenges, e.g. rapid (technological) development and fierce competition.

Keywords: performance measurement, balanced scorecard, e-business, online casinos, Internet Gaming

DOI: 10.7176/EJBM/11-18-13

Publication date:June 30th 2019

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