Player Rewards Program Design

A casino's player rewards program is the primary vehicle a casino has to identify qualified gaming prospects and induce them to return. A well-designed player rewards program can encourage repeat visitation, foster loyalty, stimulate play and give the casino a sustainable competitive advantage over its competition.

A Player Rewards Program is not only part of the marketing equation, it is in fact part of the casino's overall player reinvestment strategy. Far too few casino operators give due consideration to player reinvestment strategy when designing their player rewards program. This can lead to a program that over-rewards unprofitable segments at the expense of other, more profitable segments.

The task of developing a player rewards program requires a thorough examination of the competition, a review of the property's current marketing programs, an understanding of the needs of the market and the capabilities of the casino's player tracking system. By applying this methodology, GMA designs a Player Rewards Plan that establishes realistic objectives, defines sound player reinvestment strategies, establishes policies and procedures and details specific action plans to capture player names and induce them to return.

Once the plan is developed, GMA can assist the gaming property in implementing programs that identifies and rewards the casino's most profitable segments while ensuring steady growth in the player database.