Marketing GameChangers Awards

Actual vs Theoretical (AvT)

Sycuan Casino | January 2017

Principal Marketing Concept:
Actual versus Theoretical Bonusing allows an operator to award slot players who lose more money in a given day than what they should have lost theoretically. This is a highly customizable solution that allows casinos to limit this type of bonusing to areas of their casino floor and tier levels or globally, as well as how they reward their players.

Operational or Economic Impact:
AvT (Actual vs. Theoretical) allows Sycuan to trigger a reward to players when their actual loss is greater than the daily theoretical loss in slot play. This is delivered via an in-app notification through Aristocrat’s PlayerMax mobile application. The operator is given the flexibility to customize the AvT Bonus to their business by configuring the following criteria: minimum daily theoretical loss, minimum player actual loss, maximum player award per period, reward type, free slot play in dollars or by percentage and maximum reward value. Sycuan can deliver awards to their most loyal customers to keep them returning to their property.

Oasis Loyalty

Choctaw Nation of Oklahoma | September 2016

Principal Marketing Concept:
Gaming and non-gaming spend captured at an enterprise level for a holistic view of patron spend to deliver targeted and meaningful marketing and promotion offers via direct mail, web, email and/or SMS.

Operational or Economic Impact:
Choctaw Nation of Oklahoma was managing loyalty clubs for 21 properties and travel plazas at the property level. This limited their visibility to patron loyalty across their enterprise and limited their ability to reward patrons that frequented more than one of their properties. Oasis Loyalty allowed Choctaw Nation of Oklahoma to offer their patrons one card to use across all their properties. They’ve changed their processes to view the patron spend at a regional level rather than at the property level. This now enables them to conduct regional marketing promotions to leverage their complete offering in the region to minimize revenue loss to competing entertainment options. Oasis Loyalty not only assists in keeping patron spend within their enterprise, but also increases efficiencies through a centralized database. One card equals one database eliminating the need to manage multiple property players club databases.

FULLREACH

The Meadows Racetrack Casino Hotel | Over Past Year

Principal Marketing Concept:
The REACH suite of digital marketing products engages, educates and entertains customers by utilizing incentivization and behavioral modification psychology. Incorporated into three, integrated digital communications products, these psychological underpinnings enable consumers to actively engage with our clients’ marketing messages by participating in games and activities. The system differentiates itself from other online communications vehicles – such as social or online advertising- in several unique ways. Firstly, the entire system is designed to operate within a business’ existing website; this keeps digital traffic within the business’ primary online communication vehicle and helps customers engage directly with their brand. Secondly, unlike other gamified communications that rely on simplistic re-skinning to create “customized” messages, we strategically analyze our clients’ digital communications programs and design our products to enhance their existing strategies. Customers learn about the casino, its amenities, services and promotions in a highly-targeted environment by participating in activities. Their participation is then “rewarded” with incentives that are in line with the customers’ spend/value at the property and drive them to the property location, where the process is then repeated in reverse utilizing kiosk functionality. This creates an ongoing cycle of online-to-on-property interaction that generates revenue, increases loyalty and elicits other consumer behaviors targeted to provide measurable results for key performance indicators.

Operational or Economic Impact:
Our casino client achieved tremendous results utilizing the FULLREACH system in 2016. By integrating FULLREACH into their existing websites and mobile apps, their customers experienced an unmatched, interactive experience that converted digital traffic into revenue-generating property visits on a perpetual basis.

Some of the topline results the FULLREACH system directly generated were:

• Over 60,000 property visits
• Incremental visits increased by 34.8%
• Net Theo increased by 38.3%
• Net ROI of 1225%

PlayerMax

Sycuan Casino | September 2015

Principal Marketing Concept:
PlayerMax is Aristocrat’s Mobile App product for operators to utilize in marketing directly through in-app messaging and mobile notifications. The native gamification engine in the app allows the operator to create their own achievement badges as a way to incentivize patronage to different areas of the business and rewarding the player for their loyalty to their enterprise. Geo-fencing and Micro-location services allow operators to send targeted messages based on the patron’s location. Other exclusive features such as AvT Bonusing and Rapid Reserve are described in more detail in our customer’s case study below.

Operational or Economic Impact:
While the mobile industry standards show that 25% of mobile apps are only used once and 58% of app users abandon the app within 30 days, Sycuan’s app users have doubled the amount they’ve accessed the app to 17.52 average sessions per user per month from 2015 thru 2016. Sycuan Casino is achieving these results by fully leveraging the app’s potential of adding value to their patrons through regular app-only promotions and giveaways. Sycuan Casino ran 8 exclusive in-app giveaways in 2016 that helped them lower their liability by offering promotion items inventory without incurring additional expenses. The “My Offers” section of the app is updated twice a month, keeping the app content personalized and fresh to maintain users’ interest. This resulted in over 600,000 total views of this section in the app in 2016! This section of the app became the go to source for all their offers and gifts much like non-mobile users would depend on on-property kiosks. Rapid Reserve is another feature exclusive to PlayerMax that helps casinos market their non-gaming offerings to their patrons. This feature allows patrons to request their place in line at their favorite dining venue through the app without having to stop slot play. Furthermore, if the player is on a winning streak, they can request to push the reservation out as needed. This feature is available to the operator to offer globally, or by tier. This is yet another tool PlayerMax offers operators to add value to their loyalty program.

TournEvent® 4.3

Cache Creek Casino Resort | 2011

Principal Marketing Concept:
TournEvent 4.3 re-energizes the casino floor with interactive and dynamic gameplay. TournEvent allows operators to customize the type of tournament (individual or team), advancement type (session winners or cumulative scoring), number of rounds, tournament prizes and so much more. This ensures maximum flexibility and creative ease when setting up and promoting one-of-a-kind tournament experiences. Easily accessible player data allows for tournament promotions tailor-made to specific player demographics.
The Money Man 2.0 system upgrade – boasting updated graphics and audio-visual effects—new out-of-revenue game titles, themed bonus targets, and real-time LED leaderboards revolutionizes slot gaming and notably increases foot traffic.

Operational or Economic Impact:
TournEvent 4.3 automates the tournament function, eliminating the need for manual scorekeeping and the errors that can occur with a manual system. Operators have the ability to seamlessly switch from in-revenue gaming to out-of-revenue tournaments within seconds via wireless capabilities. This system provides casinos the ability to conduct promotions any day of the week with a single operator. Casinos have reported higher floor activity and increased food and beverage sales during tournaments.
TournEvent 4.3 expands on the previous versions of TournEvent through the addition of Cumulative Solo Scoring, Same Round Buy Back, Session Player Assignment Reporting, Previous Round Revert, and Session End Prompt.

• The Cumulative Solo Scoring is a tailor-made feature for operators that want to allow their players more play time each round. This scoring method allows for players to play in multiple sessions in a round, add up their scores and advance the top scores to the next round.
• The Same Round Buy Back options allows players to be entered multiple times in a round, replacing their score.
• The Previous Round Revert is a new feature allowing operators to accommodate players who missed their turn without disrupting game play.
• The Session Player Assignment Reporting allows operators to export PDF reports between rounds in order to capture player session assignment for the proceeding round. The days of manually blocking players into session are gone! The report can be effectively used to communicate to the players exactly which session they will play in the upcoming round.

Power Loyalty

Sun International | October 2016

Principal Marketing Concept:
Through the use of advanced cloud-based technology, Power Loyalty allows players to earn and redeem their loyalty points at retail and F&B locations regardless of the location (within and outside of the property), giving players the freedom to use their loyalty points where and how they want, increasing point redemption and reducing quarterly/yearly point liability.
With Power Loyalty, casinos and retailers can target advertising and promotions based on past redemption data, as well as gather more player-behavior data as more marketing channels are introduced.
Power Loyalty gives retailers the ability to easily process loyalty points/comps, giving them new lines of currency, which ultimately leads to increased sales. Through a combination of a secure point-of-sale application that runs on a tablet device and an administrative web application that runs on a PC, Power Loyalty makes the transaction as easy as possible for the retailer, the player and the casino enterprise.
It is not necessary for Power Loyalty to interface with the POS system. A simple Power Loyalty POS tender key can added to the retailer’s current POS system, making it easy to account for the transactions through a “custom tender” key configuration (helpful for cross referencing transactions between the two systems). This allows retailers to access the system with minimal training and equipment.

Operational or Economic Impact:
Within 83 days of being on Power Loyalty, Sun International MVG members were reaping the benefits of the flexibility and ease of use provided by the system. As well, from a financial standpoint, the property realized that customers were redeeming points at a fast clip, thereby reducing their liability and increasing play to recharge their wallets.
Across 132 Sites in 83 days:
$4.3MM in Leisure Points redeemed Top 5 Redemption Locations (accounting for 22% of total redemptions):

• Sun Smoke Lounge
• Chico’s
• Sun Lounge (Smoking & Non-Smoking)
• Walk up Bar 3
• Walk up Bar 7

Month over month, the redemptions through Power Loyalty increased, especially in the months of November to December, with January already outpacing the month of November, which was the first full month of the Power Loyalty deployment.

Zero Rings™

Casino Del Sol, Tucson, AZ | January 2017

Principal Marketing Concept:
Zero Rings™ allows for casinos to have their VIP host staff, PR staff, or executive leadership team record custom and personal voice mail messages to be dropped directly to their player’s cell phones. Casinos can drop hundreds, even thousands of voice mails in an instant, inviting players to call for more information or to book upcoming events. The system sends a signal in lieu of a phone call to the player’s cell phone, it is non-intrusive, and the players enjoy getting a personal message with an exciting offer from their favorite casino or celebrity!
Whether the message is about an upcoming casino event, concert, fight night, hotel stay offer, or anything the casino wants to get immediate attention to, this is an incredibly efficient and personal way to connect with large groups of players and/or specific database segments.
Additionally, thank you notes via Zero Rings™ to guests of the resort or attendees of VIP events are a great way to utilize the tool. Thank the guests and invite them for a return visit in one message!
Also, the response to the casino from the players who receive the Zero Rings™ message will come to a casino specified phone number, so each host can easily track the successes and measure the ROI.

Operational or Economic Impact:
Casino Del Sol has utilized the Zero Rings™ for several events and has been able to invite guests to reply and book seats at a slot tournament in April, as well as reserve spots for a special Mother’s Day event, and also offer their guests to receive free and/or discount tickets to their Oscar De La Hoya, Golden Boy Fight Night in May. All of the events were big successes due to their use of the Zero Rings tool.
Specifically, the Fight Night event, which was televised live on ESPN, included a unique twist. Casino Del Sol asked Oscar De La Hoya to personally record a voice mail to be sent to their targeted players. The players received a really cool voice mail direct from Oscar within 48 hours leading up to the big night, inviting them to call in to receive their tickets. The casino was able to book 104 additional guests to the event specifically from the utilization of the tool and realized an ROI greater than 20%!
They have plans to utilize Zero Rings™ in many ways, including an upcoming Alice Cooper concert and other venues.

SSNAPP

Prairie Band Casino & Resort | 2015

Principal Marketing Concept:
Social Media Gateways, Inc. is the developer of SSNAPP Casino & social intelligence solutions. SSNAPP won the most recent Top 20 Most Innovative Gaming Technology Products Awards at The Casino Marketing & Technology Conference in 2016.
SSNAPP is the first platform that provides social intelligence, engagement automation, gamification, and predictive intelligence for optimizing customer engagement in a single solution.

Operational or Economic Impact:
By enabling more revenue from guests and their networks in addition to a reducing costs.