Case Study
A Successful Casino Transition to Digital

A casino in the Pacific Northwest needed a digital transition strategy as they moved from traditional direct mail to digital communications. They asked Marketing Results to develop a marketing strategy to transition offers to digital delivery methods, educate players on how to view offers, and maintain player engagement to ensure the digital transition did not negatively affect offer response or revenue.

Marketing Results worked with the casino to emphasize digital data collection and use, implement an email marketing program through AIM’s full-featured email deployment system, and develop an online player portal. Through the casino’s player portal, the property was able to provide customers with 24/7 access to their point balance, current offers and tier status, along with a messaging system that allowed the marketing team to communicate in real-time with their players.

The success of the online player portal and the transition to digital communication was boosted by the development of a mid-month email campaign and the inclusion of targeted messages. The mid-month email campaign informed qualified players that they still had available offers for the month. This email included a direct link to the online player portal and deployed on the 15th of each month. This campaign significantly increased registrations and logins on the day of deployment and the day after. 

Once portal usage was established, Marketing Results created a monthly messaging program for the casino, which incorporated entertainment and promotional messages as well as targeted messages to select groups like hosted players or players invited to receive free gifts. This approach allowed the casino to provide a more personalized experience for their patrons and increase engagement in the portal.

Marketing Results was a committed partner throughout the transition to digital. We identified and resolved potential obstacles during program development and customer onboarding, and continuously optimized the customer messaging through multi-channel marketing campaigns.

Portal traffic analysis showed that over 12,000 players registered for the online player portal, with an average of 25% active users each month and 6,000 logins on average monthly. Additionally, the mid-month email campaign increased registrations by 85%, customer logins by 87% and offers read by 32%. The inclusion of promotional messages resulted in an increase in messages read by 80%.

The transition to digital delivery was a clear success. The casino maintained strong response rates while significantly expanding player engagement through the online portal. Over 12,000 players registered, with consistent monthly activity driving thousands of logins and offer views.

Importantly, AIM analysis confirmed that high-value players were among the most active users of the portal, ensuring that the casino’s most profitable segments successfully adopted digital delivery. This not only preserved revenue from key patrons but also created new opportunities to personalize messaging and track behavior in real-time.