FireKeepers Casino has successfully launched New Play, GameLogic’s new player acquisition platform. More than 75,000 eligible prospects have been captured to date, including more than 50,000 converted to carded club members ahead of the property’s grand opening.

FireKeepers combined New Play’s Web-based player registration and profiling with its interactive new player portal including PlayAway games - all working in concert to attract prospective patrons, capture them into the casino's marketing database, provide them a daily chance to win, and ultimately instill in them a strong sense of "stake" in the Red Hot Rewards, FireKeepers player loyalty program - all before the property ever opened.

“Operating a casino in 2009 demands that marketers continuously seek out new ways to innovate, and the Internet will be increasingly central to these efforts,” said John E. Taylor, Jr. GameLogic president and chief executive officer.” We are pleased that FireKeepers Casino recognized our proven ability to reach and attract new players faster and more cost effectively than traditional marketing methods.”

Launched 90 days ahead of the FireKeepers grand opening, New Play registrants quickly began the process of building a bond with the casino and its Red Hot Rewards. On average, they interacted with FireKeepers, through the New Play web portal, three times each week for more than 20 minutes each day. These prospects built a “stake” in the club by visiting the casino online, playing games and regularly winning drawing entries. By the time FireKeepers opened on Aug. 5, tens of thousands of club prospects had invested numerous hours of time accumulating coupons for thousands of drawing entries - all redeemable on-property, once the property officially opened.

FireKeepers Casino, located just east of Battle Creek, Mich., is owned by the Nottawaseppi Huron Band of the Potawatomi Indians and managed by Full House Resorts. “We know that the Internet is increasingly central to our marketing competitiveness,” said Andre M. Hilliou, Full House Resorts chairman and chief executive officer. “GameLogic made it possible for us to use the Internet to sign and engage with more than 75,000 club members ahead of our opening. We believe that this is the first time ever that this has been done and we are pleased to have partnered with GameLogic to make it happen.”