Waltham, Mass.-based GameLogic is harnessing the power of the Internet to deepen player loyalty and drive casino visitation.

When players are sitting at a casino’s slot machines or table games, that presents an opportunity to reach out to build player loyalty.

But eventually players do go home. And what do they do when they get there? Many are still playing casino and card games, but they’re on the Internet, where millions of people spend hours playing those games.

Waltham, Mass.-based GameLogic has a suite of products called PlayAway that is designed to help casinos tap into that pool of potential and actual players. “GameLogic uses the power of the Internet games to really drive deeper player loyalty and repeat casino visitation,” said John Taylor, GameLogic president and chief executive officer.

“Today there are 40 million people that play games on the Internet every month, and those people are primarily playing casino-style games,” he said. “Casinos know that in America, players who are playing on property are leaving and going home to play games online with other folks.”

PlayAway includes three modules designed to help capture player interest. They are:

Fun Play

The Fun Play module features a set of classic casino games that are branded and available on the casino’s Website. With Fun Play, patrons can learn how to play games or just play them for free. Real money is neither wagered nor won. Fun Play is designed to add more interactivity to casino Websites, promote the casinos, sign up new players, boost brand loyalty and increase return visitation from existing customers.

Bonus Play

Bonus Play offers a way to jump-start marketing efforts, boost player return visitation levels and attract new players. Bonus Play allows casino operators to easily capture critical new player data and offer targeted promotions. Bonus Play enables player club members to receive casino bonuses by playing games on the casino Website. Games pay out in a variety of currencies determined by the casino, including non-cashable casino credit for use on property. These credits are valid only if players visit the casino again within a timeframe set by the casino.

GameLogic’s BonusPlay is aimed at existing club members to help keep them loyal and happy, he said. “They can create an experience for Tier One that’s different than for Tier Five. That kind of targeted experience, to weight the rewards to the people they really value the most, is far more efficient.”

The results are meaningful, Taylor said. “When messaged appropriately, a lot of player club members will participate,” he noted. “For a lot of our casino clients, we may be generating two-plus days of casino visits in a month.”

As clients get into the program, they begin to consider whether those players were going to come to the casino anyway, Taylor said.

But analysis has shown the play is incremental, he said. “What they’ve determined is that they’re visiting incrementally 40 to 50 percent more with no erosion in the spend per visit.”

A prize doesn’t have to be expensive to get players to redeem, Taylor added. “You’d be amazed at the amount of people redeeming $1 play,” he said. And that’s because it was earned. “A dollar won is worth far more than a dollar given to them.”

Money Play

The third module is Money Play, which gives legal gaming operators the opportunity to offer their players real-money games on the Internet in a regulatory-compliant way. Casinos can create a new source of revenue, and Money Play improves brand loyalty between visits, attracts next generation players and increases return visitation.

Money Play is approved in New Jersey, Mississippi and Nevada. It’s the opportunity to buy credits at the casino and reveal the outcome online. It complies with those jurisdictions’ regulations because the purchase of the ticket happens at the casino and the redemption of the ticket happens at the casino.

GameLogic has invested millions of dollars in intellectual property around using the Internet for casino promotions, and casinos are taking notice, Taylor said.

“In the casino industry, they’re just beginning to realize there is a lot of power in those relationships,” Taylor said. “The people we’re signing up are worth three to four times more than the people they’re signing up off the street.”