that are relevant to their carded activity .”
This has grown to include the online world . The Synkros casino management system offers a robust , real-time interface for operators to treat online players the same way they treat those who visit their land-based properties .
“ This allows casinos with both land-based and online operations to create a single view of the player by accessing a single player loyalty account and payment processing cash wallet account , tracking play , managing loyalty point earnings and redemptions , and enabling targeted rewards and incentives ,” he indicates .
“ For example , through a robust integration layer , online players and casino players can link their loyalty accounts and cashless funding accounts to be used either online or at the casino . The operator can then track , analyze , and reward that player based upon their behavior and total spend . Rewards can be delivered via Synkros and can be redeemed online or in the land-based casino .”
Expanding the Gift Philosophy
Paul Gordon , senior vice president of sales for Rymax , says companies service a public with a growing appetite . The desire for players to be rewarded has grown as casinos expand to new states and within existing ones . Customers see more options , more competition and an increased sense of value they want operators to reward .
“ The change that has happened over the past decade is that the player is more savvy about the quality of the gift and has higher brand awareness due to available information via social media ,” Gordon says . “ The days of off-brand and ‘ tchotchke ’ products are no longer desirable . Players are part of a community and want to be recognized for their loyalty and share their experience .
“ That is why products are much more impactful than free play , as it delivers a trophy value and a residual impact . In its most basic example , if you received a nice watch as a gift from the casino , as long as you wear that watch you will associate the good feeling towards the casino .
“ Get the same value in free play and the recipient will not only forget about it but in many cases will not have much to show for it . The era of player loyalty is growing , and our challenge as a marketing partner is to continue to provide products that are in demand and constantly update our product assortment .”
Gordon says Rymax is eclectic in its product portfolio and how it delivers its programs . The company ’ s web capabilities allow it to customize the site by client and provide them with analytics on redemptions and trends .
This arms Rymax clients with marketing insight that improves their bottom line from a budgeting standpoint .
“ It also gives them a historical context for what drives redemptions and increases traffic and coin-in ,” Gordon says . “ Because we are in all different types of business verticals across the country , we have a consultative perspective on re-
44 Global Gaming Business MARCH 2023