Patron & Database Strategy — Twenty years of building the industry's deepest repository of casino analytics. Our proprietary IP spans market assessment, player valuation, patron-level strategy, reinvestment optimization, and machine learning — and we partner with clients every step of the way to put these insights into practice. Explore our analytics →

Casino marketing — the heart of every marketing engagement is a deep casino marketing strategy touching areas

• Benchmarking results and behaviors versus competition and trends

• Unique granular segmentation including behavioral and geographic patron analysis

• Setting a player level strategies

• Identification of the most meaningful opportunities in the business

• Crafting strategies to capture these opportunities

• Leverage campaign shelf library for specific tactical initiatives to achieve the strategies.

We have designed some of the most successful casino loyalty programs globally. Covering stand-alone properties, to multi-jurisdiction / multi-property portfolios, online sports and iGaming, to the earliest omni-channel loyalty programs.

• We cover the lifecycle of casino marketing programs:
  Program currency for earning points and tier progression

• Program terms and conditions

• Tier P&L and reinvestment

• Benefits matrix and split between entitlements and discretionary

• Experiential benefits structure

• Integration with direct marketing and player development

Direct marketing — We maintain a deep shelf library of direct marketing campaigns that are road tested around the globe and across verticals. Library covers offer mechanics, T&Cs, reinvestment, proformas, and tone.

Rarely does a stand-alone offer change behavior in a durable way, we have found develop offer journeys which are progression of offers designed to address the upside in a specific player.

Player Development — Most properties derive the majority of their revenues via hosted patrons. We support with:

• Host benchmarking

• Host driven CRM

• Team organization and squad design

• Automated host coaching

• Primary host feedback

Often the best time to engage with a patron is when she is active on the floor. Most properties have 10% to 15% EBITDA upside from real-time marketing.

Real-time marketing personalizes marketing based on the player’s real-time situation while active on the floor. Real time marketing choreographs the patron’s visit delivering hurdle offers /challenges, micro-tournaments, gamification, situation based offers, high-potential offers all real-time.

We recently identified an online scam reducing revenues by 30% and identified the exploitation in side-bets.

We are supporting the several teams to leverage AI to identify suspicious players.  We have industry leading IP trained on over 300m real customer wagers for identifying advantage play, collusion, and outright fraud.

We have developed unique a unique system for identifying advantage play and linking rings of suspicious players. We are making surveillance real-time.

Properties typically one to seven percent EBITDA upside from asset optimization.

• In lodging driven markets like Macau, summer in AC, and Las Vegas, room optimization is the highest upside

• In markets like Manila, Australia, regional and Tribal US the upside is predominately concentrated in optimizing product.

• Product optimization entails hold optimization, aligning the floor and patron segments, right product and pricing

In our experience most casino marketing programs can reduce reinvestment by three plus points without sacrificing revenues but achieving this reduction requires clever program and an understanding of the cost of free-play (an area where we have unique IP)