When To Invest

Believe it or not, there was a time when casinos did not have players club programs. Players Clubs — I can’t bear to refer to them as loyalty clubs — actually did not come about until the 1980s in Atlantic City as a way to reward slot players so they would play in “their” casino. If you’re not familiar with the ins and outs of these programs, this article in Casino Player Magazine is a little 101 information.

Casino executives had to come up with a method to identify and reward their slot players so they would stay and play only in their casino. It was a great idea.

Years later, we fell into the trap of believing that we had to sign everyone up for a card and send everyone mail. Times have changed and we’ve come to realize a few things.

  • Everyone doesn’t have to get an offer. If you provide a great experience some customers will visit you simply to have a nice night out.
  • You can pretty much count on your customers splitting their gaming budget over two, three or more casinos.
  • Those low-end customers you think are burdensome can actually save your marketing budget, because your investment in their visit is lower as a percentage of that revenue.

The key is to have a well-balanced spit between those who come in due to the offer you sent them and those who come in just to have some fun. Is that 50/50? 60/40? 70/30? That’s for your marketing team to decide, but never forget how important it is to market to that low-end and unrated play.

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When To Invest

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