Casino Systems: From Evolution To Revolution
A few years back, casino managers decided that they can entice players by giving away "free trips", food, beverages, and room deals to specific customers. Casino managers knew that, by offering perks, such as free meals, free shows, and complimentary rooms during weekdays in off-season, that these complimentary benefits will, in the final analysis, be effective, and relatively inexpensive, public relation tools for the company.
Managers of casinos moved from a relatively absolute system, that is most of the time based on knowledge and personal contact with the players, to a more mathematical criteria based on establishing the true value of the customer. To manage this, they have to identify average bets, the type of game that the gambler is playing, and the length of the playing period.
This has to be compiled, and averaged out, from a huge number of customers. The casino turns to computers with their obvious processing power, and their capability to manage large databases. Then again, there is still what we would call "holes" in the system. Manually, they still estimate the average bets and input all of the data. They then have to use the system to average out various factors that may not be completely representative of the actual play.
Because of this, many systems have been improved and developed to keep a record of each aspect of the player's game at a table. Examples of a sophisticated system are "Mikohn's SafeJack" and "SafeBac"; both are still in the research and development stage.
After a level of accuracy has been achieved for table game plays, there is no doubt that we will notice the true community system of the slot club marketing being applied to rating the players, based on other games. Most slot clubs gives cash back and reward points. Lokk for this to be applied to players of the various other casino games.
The database on players, especially for the gaming machines, provides casinos the power to learn the player's value and demographics. From this information they can render specific perks for a variety of gamblers.
Making use of the database and naming criteria, operators can isolate the gold card holders, and all those with similar value, so they can invite these people for a special function, if there are any.
All of these are ideas for the marketing departments of casinos to boost their popularity, and to draw in more players. This can also make old players stay for longer periods of time. This can be very successful with slot machines, since they is the most profit-generating of all the casino games. This is the "revolution" that most casinos today are engaging in, to draw more customers in, and increase profits for the casino.