Player loyalty is one of the biggest and most important elements of a casino’s long-term success.
Player acquisition, player retention, and player optimization are key objects of a successful casino marketing plan, according to Dave Halabuk, managing partner at Las Vegas-based MARKETINGbuks LLC, a marketing agency specializing in the hospitality and casino industry.
Blackwrist Interactive, LLC, a four-year-old Las Vegas company, offers the PlayerPoint kiosk marketing system, which delivers streamlined accessibility to customer reward programs, resulting in improved market share, increased rated/carded play, reduced expenses, better customer loyalty and an improved bottom line for a much lower cost than other kiosk systems in the marketplace, Halabuk said.
What PlayerPoint does is provide the core functions of a guest self-service kiosk – swipe and win, instant win promotions, point offers, drawings, gift-day management, point challenges, tournament entry and opt-in multipliers. In addition, other innovative features include multiple concurrent drawings, automated manual or virtual drawings, multiple prize pools, web-based winner lists for digital signage, scheduling, and private lists that provide the casino operator with various options for configuring and running their promotions as desired.
PlayerPoint is also a player service-centric platform of tools which allows the Players Club, cage and guest service employees valuable insight into a player’s promotional activities, effectively enabling them to see what the player sees. This, in turn, provides the opportunity to maximize customer service, Halabuk said.
There are key important requirements for any kiosk system, Halabuk said. PlayerPoint features and performance options that aim to improve the experience for guests, staff, and management include:
- A streamlined user interface that provides an intuitive experience for customers.
- Easy integration with existing network architecture and property CMS.
- A flexible back-end system capable of quickly designing and managing ongoing promotions.
- The ability to build, launch and manage promotions internally, without highly technical and prohibitive proprietary training requirements.
- Processing speed that queues and displays patron data quickly and responsibly.
- Discernible affordability, with no hidden fees or charges.
Halabuk said that a fully integrated, properly implemented kiosk marketing system will enable the casino to achieve the following:
- Reduce lines at the Loyalty Club as players are provided easy access to their account information, offers, and awareness of casino promotions.
- Systematically and selectively allow targeted incentives to players to drive loyalty.
- Analyze data generated to better understand player engagement and preferences.
- Promote customer growth, visit frequency, enhanced play time and earning potential.
- Effectively demonstrate the value of your Player’s Club.
Pricing models are “reasonable, flexible and configurable to facilitate a casino operator’s entry into a new realm of marketing,” Halabuk said. The cost of PlayerPoint software, installation and training is $47,000 for a three-kiosk system. Couple that with the newest 32” high definition vertical displays, and an operator can have a fully designed kiosk system for about $70,000.
