Player information helps the operators - can help the gamblers?

People who read this blog regularly will know that I often rave on about wht I think is a desperately needed plank in the responsible operation of gaming machines, namely a compulsory card based loyalty system which has responsible gambling features that would have benefits for operators, gamblers and the wider community.

This article in the Casino City Times titled "Taking Retailers' Cues, Harrah's Taps into Science of Gambling" dicusses how Harrah's, the US Casino operator, uses extensive player information to support targetted marketing campaigns which attract players with a personal invitation to gamble at one of their casinos.

The casino business for years has tried to lure wealthy tourists and persnickety baccarat players to Las Vegas with the offer of swank hotel rooms and lavish entertainment. Harrah's has turned itself into one of the biggest operators in the industry with an entirely different approach: Borrowing tricks from big retailers, the entertainment giant has amassed a staggering array of data about its customers. With the help of math and statistics graduates, it now uses numbers to make decisions that in other parts of the casino world have traditionally come from the gut.

Harrah's whilst getting benefits for themselves is providing benefits for the gamblers and not just in rewards for gambling. Harrah's has built in a range of responsible gambling measures into their loyalty system. Among these is annual player history statements. These statements are valuable as they are not property by propert but report on play in a given year on all Harrah's properties across the USA. For more information on their player information statements click here. For an example statement click here. They also have other responsible gambling activities such as self-exclusion and staff training.

Harrah's goes further in trying to learn more about its customer base by conducting a yearly survey of gamblers versus non-gamblers in the US on a variety of issues. It makes interesting reading and is available here.

Overall Harrah's is a highly successful casino operator which puts the emphasis on obtaining and using player information and a loyalty system to attract and retain customers. The only step that Harrah's need to take is compulsory card use nationwide as they already do in Missouri due to legislation:

Missouri gaming regulations limit all patrons to a $500 buy-in per gaming session (every two hours). For this reason, all visitors to Harrah´s St. Louis must present a valid Total Rewards card for admission to either of our two themed casinos. Valid ID required to obtain Harrah´s Total Rewards Card. Must be at least 21 years of age to enter casino.

Leaving the $500 limit every two hours aside (is $500 every two hours a limit?) the compulsory card use has a range of other benefits especially in self-exclusion but also as previously discussed in a range of responsible gambling measures.

The world's gambling operators need to look at Harrah's and learn from their successes, and may be do even more about responsible gambling as it could be the real secret to Harrah's success.

GG