put them on a “set and forget schedule.” Te same Patron segments will be targeted yearly with the same promotions and offers at the same touch points across email, mailer, and Promotional Kiosk.
FRANCIS KEYSER SVP Product, Loyalty and Mobile Everi
Two things to keep in mind initially, as we set the tone for this piece:
1. Gamification, when used effectively, can be a valuable component of your (an operator’s) brand; 2. Loyalty and gamification have deep shared roots.
While gamification and loyalty elements have existed for hundreds of years, I have a personal attachment to the S&H Green Stamps loyalty programme introduced in 1896 and discontinued in 2020. Tis programme ran for over a century and even beyond its heyday in the 1950s-1970s made such a mark on US consumers that as a young boy in 1990’s my Great Grandparents, Grandparents, and Parents were still telling me stories about it.
Speaking with the same excitement and endearment they used when they told stories of meeting the love of their life. Tese were not stories about people they loved or great accomplishments… Tey were stories of saving stamps and picking items out of the catalogue… I could not understand how they would show me with pride the trinkets purchased with the stamps sitting next to century old family heirlooms in the China Cabinet. Tey seemed to value these Green Stamp items more because they had “earned” them.
It was not until much later in life that those stories helped me understand how the psychological effects of gamification could make mundane tasks or rewards exciting and create brand faithfulness. While the Casino Resort industry has many gamified elements within its Loyalty Programmes I am going to focus on the subject of Gamified Promotions or Offers.
Tis next part will dive into the necessity of delivering the right content on the right channel. Segmenting players not only by age but technology channel.
Across 550+ casinos, Everi provides Loyalty, Marketing, and Engagement solutions. We often see a tendency to create a handful of bread-and-butter promotions and offers types and
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Tis can be a missed opportunity to dive a level deeper in to understand your different audiences and ensure you are presenting the right gamified promotion, at the right time, and on the right channel. When picking promotions and gamified elements I like to look at age, as it helps me determine through what channels and with which content I should be engaging my customers with, and then am I leaning into gamblers motivations.
We need to pay attention to the channel we are engaging patrons through. Younger demographics lean towards mobile and social media engagement while our still highest spending demographics. “Baby boomers,” still engage more through mail, web and email.
If you are only focused on providing gamified content across one or two channels, you miss out on the opportunity to meet your customer where they are at. Tey may not notice a promo on a mailer or at the kiosk but if you use a multi-channel offering that can present across, kiosks, web, mobile along with messaging provided through email, text and a patron inbox you have a much better chance of reaching them.
When choosing the types of gamified
promotions you want to present to the players, remember they all have different motivations. Ensure you are taking into account that different age groups are going to want to
engage in different game types, and will have different motivations you need to provide gamification for.
Tis does add complexity to setting up your promotional campaigns but there are many tools available to help automate the need for investing hours to cast a wide net with smaller nets within. An example would be using a Martech solution, such as Airship for email, push, and text message triggers, along with a Promotional product that allows gamified promotions to be interacted with through web, mobile, and
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