THE POWER OF CHOICE

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Casino Marketing has relied on the same loyalty offers for years. Free Slot Play, Table Bets, Food Offers, Hotel offers, and other items are the staples offered to our players month after month in either email, newsletters, or at a kiosk. Routinely we fine-tune our reinvestment strategies. And through the numerous data points collected through our player tracking systems, we are typically confident that we are awarding our players the correct values and offers in their loyalty offerings. Each casino has its very own way of coming up with its secret sauce, but in the end, our players are receiving similar loyalty offers delivered to them regardless of the casino brand.

If you have ever worked in a customer-facing area of the casino, you know there are always questions and comments concerning loyalty offers. These range from, “Casino X sends me more,” to “I don’t ever use the food/hotel/slot offers because….” With the first comment, there is not much we can do as casino marketers. Although we are typically aware of our competitors’ reinvestment levels, it is hard to explain to both customers and employees all of the factors that can lead to different offers.

READ THE FULL ARTICLE BY VICKI GRIFFIN IN THE 2021 FALL EDITION OF GAMING & LEISURE MAGAZINE.

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