demption trends that helps our casino clients make decisions .”
Gordon indicates that the psychology behind player loyalty gifts is to initiate trial and to increase frequency of play . This has become increasingly significant as the next frontier of gaming emerges via online betting .
“ Today , the initiation of trial is primarily in the form of free play , which can easily be countered by the competition and does not build long-term loyalty ,” he says . “ Having a product gift component parallels the successful casino programs and creates differentiation by website .
“ For all casino loyalty programs , we stress a strategy of segmentation and concentration . Do not have a ‘ one size fits all ’ approach , since the level of play and the demographic of the players necessitate the need for different rewards .”
Indeed , many sizes fit all . Gifts that resonate with players are primarily in three major categories , Gordon indicates :
• Fashion / jewelry
• Electronics
• Home cookware , tools , appliances In today ’ s economy the player is interested more on their need than their desire , says Gordon .
“ Money is tight and inflation is high , so people are driven by products that they need ,” he says . “ There also is an element of re-gifting , so we should not make decisions in a vacuum when we consider the product reward . Seasonality
comes in play , and we always encourage our clients to tie in their gifts with important cultural happenings such as big sporting events , entertainment award season and cause-related months .”
Employee programs to help recruit , train and retain employees are also important in today ’ s environment , he contends . In the casino industry , the need to “ upsell ” at check-in and to drive other services for revenue plays in to the need for an employee recognition program .
Gordon says Rymax sees tremendous growth with clients that view an employee recognition program as a key element for the health of the organization .
Gifting in the casino world is one method by which the industry can also be a community visionary , Gordon says . “ The casino industry has a very positive impact on society as it creates jobs , revitalizes cities and helps the community in education and infrastructure through its tax contribution ,” he says . “ The industry needs to tell that story better , as some people look at the industry in a less favorable light . Those of us in this industry should be proud of what this industry delivers . And as the industry grows , it is important to contribute to its past success and lay the foundation for continued growth .”
Throughout the industry , this is quite a realm . Everything in business is calculated at a price . But the reward for making someone feel important is priceless .
Rob Rossiello May 21 , 1964 — January 30 , 2023
It is with a heavy heart that the family of Casino Connection and Global Gaming Business magazine bring news of the death of our web director , Rob Rossiello . He died suddenly in the early morning hours of January 30 nearby the love of his life , Laura Chinnis .
Rob joined Casino Connection almost 20 years ago where he served as the art director for Casino Connection Atlantic City . When the Atlantic City magazine folded , he transitioned into the web director for GGB and its related websites and publications with little experience . It was during this time that Rob really stepped out of his comfort zone and learned all he could about the web and its increasing value to this industry . Rob ' s dedication to his tasks was unmatched . He wouldn ' t rest until he was completely satisfied with the outcome of the projects he was working on .
Rob lived life immersed in art and music , surrounded by many close friends and family . He lived In Ventnor , New Jersey near Atlantic City for over 20 years until recently moving to Pennsylvania to be closer to his family . During his last years in Atlantic City , he participated in the “ 48 Blocks ” project that erected pieces of art , paintings and murals around the city . He truly loved to give back to the arts in his community .
He will be missed by all of us at GGB , not only as a trusted and loyal colleague but as a true friend . We offer his family and friends our deepest condolences during this most difficult time .