Review FUTURELOGIC
reward – quid pro quo. The Return-On- Investment for each promotion is specified as part of the design and approval process so that every discounted meal or free drink given to patrons, is based on pre-determined play behaviour.
Marketing executives drive repeat business for fun players, promote different parts of their property for time on device players or enhance the experience and increase loyalty with VIPs. PromoNet enables casinos to segment their player base and target exactly who they want to, when they want to, with all three main categories of promotion: ‘Instant Gratification’, ‘Achievement- Based’ and ’Long-Term Engagement’. This is proving to be an incredibly valuable tool for slot operations and slot marketing particularly if the casino does not have a player rewards program. PromoNet identifies new high value patrons previously unknown to the casino and rewards them anonymously depending on their level of play. Used alongside player rewards programs such as LCI’s Total
CASHLESS AND
NETWORKLESS IS MORE Key partnership agreements, prestigious installs, new product
launches and online solutions make up the FutureLogic calendar
An action-packed 2012 saw some impressive highlights for FutureLogic including the first European installations of PromoNet at, amongst others, London Clubs International’s The Casino at the Empire in London and Novomatic’s Casino Admiral Colosseum in the Czech Republic.
John Edmunds, VP Global Product Management and International Markets, said: “We’re very excited to receive such a favourable response from European operators to Behavioural-Based Promotional Couponing. It’s a new Product Category for casinos to evaluate and the level of interest has been impressive. The Casino at The Empire was the first to launch PromoNet in Europe and has been rewarded with some fantastic results – with increased player visits and increased average net win, patrons are playing slots for longer to earn the daily promotions on offer. LCI is using PromoNet to target specific player profiles and promote its bars, restaurants, events and Total Rewards programme. The feedback has been excellent with double digit increases to average net win and typical promotion redemption rates of between 50-70 per cent.”
March 2013 PAGE 40
PromoNet also went live at Novomatic’s flag ship Czech property, the Colosseum, just a few days before the end of 2012, one of six PromoNet installations in Europe and 10 worldwide. Before the end of the first month, nearly 30,000 promotional coupons had been printed with over 80 per cent being used by players wanting to enter into the prize draw. PromoNet is being used to drive repeat visits with Admiral reporting double digit revenue increase compared to last year, exceeding expectations.
“We introduced Behavioural-Based Promotional Couponing to enable gaming operators to provide ‘Instant Rewards’ to new patrons as soon as they walk into the casino and play their first slot machine,” said Mr. Edmunds. “Over 80 per cent of new casino visitors do not come back, and if they do return, many patrons want to remain anonymous – so how do casinos provide meaningful rewards in a cost effective way to build loyalty? By targeting slot marketing dollars to slot play behaviour, casinos can offer more attractive rewards to higher-value patrons whether or not they are in the Player Rewards program – the higher the value of slot play, the higher the value of the
“We’re allowing
casinos to segment their player base
and target exactly who they want to with different offers
for different types of players which is proving an
incredible valuable tool for them. It
identifies new high value players previously
unknown to the casino and
rewards them anonymously
depending on their level of play. It
encourages them to join a Players Club by printing a
join-up offer directly into their hands.”
JOHN EDMUNDS, VP Global Product Management and International Markets,
FutureLogic.
ONLINE WITH IGT IN A NUMBER OF NEVADA CASINOS WITH SOME EXCELLENT RESULTS.”
Rewards, promotions can be created to encourage high-value patrons to join a players club by printing a high-value join- up offer directly into their hands – such as jumping up to the next tier for six months. We’re delighted with how it is going. We think it will change forever the way casinos market to their player base.”
“We’re also introducing PromoNet Online to our Promotional Couponing Platform,” Mr. Edmunds explained. “This directly links land-based game-play with online promotions and rewards, driving patrons from land-based slots to internet gaming sites and back again. We trialled PromoNet Online with IGT in a number of Nevada casinos with some excellent results and we are now looking to roll-out across North America and international markets. Based on their cumulative theoretical win, Patrons receive winning tickets which they redeem online for access to online games with leader boards and prizes. Players are motivated to go back to the casino for more tickets to get more drawings to move up the leader board. The trials we ran in Nevada showed a redemption rate in excess of 35 per cent - 1 in 3 patrons decided to visit
“WE TRIALLED PROMONET
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