HERE TO STAY
Regardless of slot hold , market competitiveness , or other promotional tools available , it appears free play will occupy a central role in slot marketing for the foreseeable future .
“ I think we ’ re set in our ways with free play ,” says Klebanow . “ Every casino has to come up with a free play matrix , and maybe it ’ s rewarding players at 8-11 percent of their theoretical win , or we ’ ve already figured out whether we ’ re going to give free play offers out once a month , four times a month — every casino ’ s got a matrix of how they want to reward their players . But no , I did not see free play going away .”
“ I think there will always be some sort of free play element in marketing ,” says Birtha . “ I think there ’ s still room for evolution in how we use it , how much we invest in it , how smart we can be with it . I think artificial intelligence will be very much an interesting tool to use in the future ... Instead of getting an incentive based upon your average daily theoretical , it might be driven based purely on your play while you ’ re on the property .”
“ In my career , we ’ ve given away everything from T-shirts to steak knives , George Foreman grills and Novato watches to players ,” says Frank . “ While those items were well received , it seems to make no sense , since casinos are not clothing stores or kitchen outlets . Our customers are there because they enjoy gaming . Why not give them what they want , as long as there is a beneficial return to both the players and the casino ?”
“ I still think free slot play at the end of the day is probably the No . 1 tool to drive a visit ,” says Joyce . “ It ’ s a known quantity .
The ( comped ) hotel room , of course , usually has terms and conditions — days or room types that you may not favor when you want to go . But to the proverbial gambler , free slot play is probably still going to remain one of the No . 1 tools to drive loyalty .”
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