MRI Casino Marketing Blog
Identifying and Re-engaging Fading Casino Players

In the dynamic world of the casino industry, maintaining a loyal customer base is crucial for a sustainable revenue stream. Among different phases of gambler life stages, fading players pose a unique challenge that requires timely intervention.

"Retaining fading casino players is far more valuable than constantly fishing for new ones. Casinos can reduce churn and foster long-term customer loyalty by focusing on re-engaging these players and making them feel valued. It's about building genuine relationships—and at Marketing Results we understand players' preferences, offer personalized incentives, and create experiences that make them want to return,” said Gary Border, founder of Marketing Results. “A loyal player base is the foundation of sustainable success, and investing in keeping those players happy pays off far more than the constant chase for new ones."

Fading players are those who have started to visit less frequently or spend smaller gaming budgets. If left unaddressed, these players can transition into inactive players—not playing in the casino for over six months—which significantly impacts the revenue.

Let’s explore strategies for identifying fading players and how to take actionable steps to prevent them from becoming inactive.

Identifying Fading Casino Players

The first step in retaining fading players is to identify them early. This is possible through a combination of data analysis and customer behavior insights. Here are the key methods to consider:

1. Transactional Data Analysis: Monitor the frequency and amount of spending by players over specific time periods. Analytical tools can track declines in visits and spending patterns, flagging players whose gaming activity shows a downward trend.
2. Player Segmentation: Divide the player base into segments based on their playing behaviors, preferences, and spending levels. By differentiating between high rollers, moderate spenders, and casual players, casinos can identify which segment is most at risk of fading.
3. Recency, Frequency, and Monetary Value (RFM) Analysis: This analytical framework helps categorize players based on:
   • Recency: How recently the player has visited the casino.
   • Frequency: How often the player visits the casino.
   • Monetary Value: How much money the player spends during their visits.
4. Feedback and Surveys: Collecting direct feedback from players through surveys, reviews, or direct interactions can provide valuable insights. Understanding the reasons behind decreased activity can help tailor re-engagement strategies effectively.

Players who score low on any or all of these dimensions are at risk of fading and need targeted engagement strategies.

Preventing Players from Becoming Inactive

Once fading players have been identified through MRI’s advanced player tracking and data analytics, the next step is crucial—active engagement marketing to prevent their transition into inactive status. MRI offers several tailored service solutions designed to help clients maintain player activity and casino loyalty:

1. Personalized Communication: Create personalized messages that acknowledge the player’s past patronage, express the casino’s appreciation, and extend a welcoming gesture. MRI’s segmentation capabilities and CRM tool, AIM, helps our clients easily send personalized emails, direct mailers, and targeted messages through our player portal and mobile app. Each message can be fine-tuned to reflect the player's preferences and past behavior, creating a more meaningful connection.
2. Special Offers and Incentives: Offer tailored promotions that incentivize a return visit. These could range from free play credits, match play offers, dining discounts, or other personalized perks based on their previous gaming behavior.
3. Exclusive Events: Invite fading players to exclusive events such as VIP parties, special tournaments, or entertainment shows. Personalized invitations for unique events can make players feel valued and rekindle their interest.
4. Loyalty Program Enhancements: Review the loyalty program benefits and consider adding layers that specifically address fading players. For example, offering accelerated tier progression, exclusive access to certain amenities, or loyalty point bonuses for return visits can be effective.
5. Behavioral Incentives: Implement behavioral incentives that tap into the players’ intrinsic motivations. Examples include special recognition in the casino, personalized thank-you notes from hosts, or even surprise gifts that resonate with their personal interests.
6. Reactive Engagement Programs: Develop dedicated re-engagement campaigns specifically targeting fading players. Automate trigger-based communications that get activated when a player's activity falls below a certain threshold.

Leveraging Data and Technology

Effectively addressing fading players relies heavily on a robust Customer Relationship Management (CRM) system that tracks player behaviors and interactions. Here’s how advanced data and technology can be leveraged:

1. Predictive Analytics: Utilize predictive analytics to forecast which players are likely to fade based on historical data trends, helping preemptively address the issue before it becomes critical.
2. Artificial Intelligence (AI): Implement AI-driven recommendations that offer highly personalized experiences based on individual player preferences and past behaviors.
3. Omni-channel Engagement: Ensure consistent messaging across multiple platforms, including email campaigns, social media, text messaging, player portal messages and push notifications, to maintain continuous engagement with the players.

By using data analytics to spot early signs of declining activity and deploying personalized, incentive-based customer re-engagement strategies, casinos can retain these valuable patrons. Marketing Results excels in working hand-in-hand with our clients to be proactive in defining and executing strategies to keep players happy and engaged.