Slots are our primary product and how casinos make most of their money. However, we tend to treat our visitors as one-dimensional players. What that means is that in most of our marketing, the slot products are not differentiated.

Today, casino marketers are inundated with new bells and whistles claiming to drive more revenue, engage players or be the next big craze. I am always interested in learning about these new solutions and tactics to drive business. However, it can become overwhelming.

Prior to in-home megascreen televisions and sports packages on steroids, going to your local casino or bar to watch a sporting event was “a thing.” Could legalized sports betting signal the return of the packed bars at gaming facilities for college football, Super Bowl and NCAA basketball?

In spite of the available data, many properties rely almost exclusively on player value data generated through gaming systems. However, ADT or ADW may not be the most reliable measurement to predict value accurately.