Many factors contribute to brand loyalty in the casino industry


John G. Brokopp

Is “brand loyalty” a factor for players who want to get the most out of their investment in casino outings?

For the majority of average recreational gamers who take occasional trips, this really isn’t a factor. For people who make casino trips a regular part of their entertainment experience, loyalty to a particular establishment plays a role.

Encouraging loyalty is a primary marketing activity among casinos, especially in a market like the Chicago area and northwest Indiana where competition for the gambling dollar is fierce.

Guests build “equity” on their game through players’ club tracking cards.

The more visits an individual makes, the more money is “beaten” by slot machines or table games, and the more hours spent playing is what builds equity.

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Similarly, people should be careful not to allow the system to “use” them. When more travel, more money, and more time is spent playing than one person is comfortable with, then players clubs use you instead of the other way around.

Direct mail promotions, cashback and availability of “comps” are strictly based on the quality of the player’s play.

Here are some things to consider when choosing a casino:

If you are an average player who makes a casual visit with a gambling budget of around $100, your main considerations should be to go to the casino that most appeals to you from various angles.

When you combine a fine dining experience with your visit, you should go where the restaurant’s ambience, quality of food and service, and value are right for you.

If you prioritize the deli or snack, you should go to the casino that offers what you consider to be the “best bets”.

Does the ease of self-parking or the fastest, most efficient valet parking make the big difference for you? Then be part of your decision making to select a casino as your go-to destination.

Finally, the comfort level of the casino itself, the availability of the games and slots you are most interested in, and the customer service and friendliness of the employees should play a role.

At the other end of the gambling spectrum are the “high rollers”.

They are welcome with open arms at any casino and will likely be offered dining room perks and, if applicable, a free hotel room.

Even though the majority of high rollers are brand loyal, they are able to generate the highest level of rewards at any casino.

In the middle are semi-regular players. This category includes customers who gamble as often as once a week or at least several times a month.

They are the most vulnerable to benefits that encourage brand loyalty and the people who should be most vigilant to avoid falling into traps.

Grab rewards based on the game, time, and money that works best for you. It makes no sense to make an unscheduled trip to the casino to pick up a $15 cashback offer if you’re going to end up playing and risk losing a lot more.

AMERISTAR: Another “Blue Delta Jeans Drawing” will take place today (October 27). Five winners will be selected every hour from 6-10 p.m. to each win a pair of custom Made in America Blue Delta jeans worth up to $500. A separate draw for Elite and Owners Club mychoice members will take place on Friday, October 28. Customers receive free entries based on tier tier for every 25 tier points earned while playing slots and table games. Entrants must register their entries at a promotional kiosk beginning at 4:00 p.m. on draw days.

BLUE CHIP: Carlos Ramos Band will play pop, rock and disco at Rocks Lounge on Friday October 28, followed by Beyond the Blonde on Saturday October 29 and their tribute to PINK, Gwen Stefani and Lady Gaga. The two free shows begin at 9 p.m. The Sunday matinee (October 30) at 3 p.m. will feature Jerod Bolt.

FOUR WINDS: W Club members are invited to accumulate entries for the $170,000 “Autumn Adventure” promotion to be held at all Four Winds Casino locations on Friday, November 12, from 12:00 p.m. to 10:00 p.m. ET. Hourly draws will be conducted to award $9,000 cash, instant credit and free slot play. Two Jeep Wagoneers will be offered, one at 3 p.m. and the other at 9 p.m. W Club members receive one free entry per day until the day of the promotion by visiting a promotional kiosk at any Four Winds Casino destination. Earn extra entries by playing slots, table games and live poker.

HARD ROCK: The “Deal or No Deal” promotion grand final draw will take place on Friday, October 28 at 10:00 p.m. Two guests will each win a guaranteed $2,500 cash (and a chance to close an offer to earn more). . Each guest will also be a live Deal or No Deal Show contestant in Hard Rock Live on Saturday (October 29) or Sunday (October 30). Activate entries at a promotional kiosk from 5-9:55 p.m. to receive a ticket to drop into the raffle drum in the promotional area next to the Unity Players Club. Mini-drawings will take place every 30 minutes from 6-9:30 p.m. Two guests will be selected in each draw to win a guaranteed $1,500 free play, two tickets to the live show, and entry into the the grand finale.

HARRAHS JOLIET: Celebrate Halloween with the “Hallowin” promotion on Monday, October 31. The win period is from 7 a.m. to 6:59 a.m. and the activation window is from 8 a.m. to midnight. Swipe your Caesars Rewards Player’s Club Card through a promotional kiosk to reveal up to 15x Rewards Credits Multiplier, or $50 in Free Casino Play. One out of 50 guests will receive the $50.

Opinions are solely those of the author. Contact him at [email protected]

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