Oklahoma Indian Gaming Association 2011: Strategies to Improve Player Retention and Grow Gaming Revenue. Presented by Craig Border, Director of Database Marketing, Marketing Results. (Update: Vice President of Database Marketing.)

Presentation points to be covered:

• Segmentation Research
• Key player segments that exist in every gaming market
• Choose your target customer - Not all gamblers are created equally
• Messages to attract the right target for your property
• Database Profiling Techniques

There are 114 Oklahoma casinos generating more than $3 Billion in annual gaming revenue.

• Competition among casinos to attract gamblers is fierce
• Most gamblers are regular players at multiple casinos
• The majority of casinos offer similar product, amenities and service
• How do you create a preference for your property over the competition
• (Source: CasinoCity.com)

Each individual in your casino is playing for a different reason. Research allows us to better understand their motivations.

Market Segmentation & Profiles

• Identify the right customer profile for your business
• Determine their value engagement and loyalty
• Deliver messages that appeal to them
• Consistently meet expectations by correctly aligning offerings to target customer groups

Life Cycle Segmentation & Profiles

Profiling Players: Customer Life Cycle Stages

• Prospects: Non-member players and gamblers who have not visited your property
• Acquisition: New members who recently enrolled in the card program
• Active: Club members who play frequently and represent the majority of visitors to a casino
• Defectors: Inactive club members who have not had a tracked gaming visit in 12 months or longer
• Reactivated: Club members who were active, defected for a period of time and have returned to their active status

Considerations:

• Players in each of the life cycle stages exist in your database today
• Each of these player groups has different needs and interests as a customer
• Each of these players has a different gaming value and visitation
• Each of these players represents a different marketing challenge and requires different messaging

• Each life cycle can lead to database growth or decline
• Each life cycle contributes significantly to revenue
• Effective communication strategies recognize the differences between these player groups
• By focusing on all life cycle profiles simultaneously you can accelerate growth at your property

Conclusions:

• Segmentation and profiling techniques enable you to target the right customers for your property
• This leads to increased satisfaction and customer retention
• All life cycles should be addressed to grow the database and revenue faster