Operators today have access to better data collection, storage and analytics platforms, and it is indeed allowing them a view of every single touchpoint a player has while in a casino resort. But it does not stop there.
In my last few articles, I covered the various analysis that I utilized as an operator and those that we at Eilers & Krejcik Gaming are applying in the EILERS-FANTINI Central Game Performance Database (GPD). Since those articles and reports were published, operators and suppliers have requested new ways in which they would like for us to slice and dice our large dataset.
Casino operators have traditionally used analytics to understand basic behavioral attributes of customers such as play level, spend and visit frequency. But as gaming properties have become more amenity driven, the competition for visitor wallet share between the casino and other entertainment-oriented facets of the facility has become increasingly aggressive.
The United States gaming industry set a new record for gaming revenues in 2014, generating $68.6 billion, an increase of 0.3 percent over the previous record set in 2013. For purposes of this analysis, the U.S. gaming industry includes commercial and tribal brick-and-mortar casinos, iGaming, and slot machines located in restaurants, truck stops, and taverns.
New York’s governor races often feature cause candidates who are more often than not eminently forgettable, but the 2010 race gave us Jimmy McMillan of the Rent is Too Damned High Party, whose platform basically consisted of saying “the rent is too damn high” two or three times whatever the question was.
Promotion Group Central (PGC), a Chicago-based marketing and sales promotions agency with over 40 years of experience, has seen significant growth in their PromoGroup Rewards Gift Coupons. Since launching the eCommerce website PromoGroupRewards.com in March 2012, sales of their Gift Coupons have more than doubled with casinos accounting for a vast majority of new sales.
Ethnic Technologies, a South Hackensack, N.J.-based provider of multicultural marketing research, database enhancements, modeling and analytics, has released E-Tech Version 8.1, the latest iteration of its ethnic encoding software.
If you don’t appreciate and motivate the players who patronize your casino, chances are good that your competition will. Once you know what will motivate and reward your best customers, then you can get creative.</p>