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Casino Players Club Programs Becoming More Sophisticated

January 16, 2014

Once used to simply track players’ frequency of play and award free play credits, many casinos’ Players Club programs are evolving into true loyalty programs. According to a recent study conducted by Phoenix Marketing International, consumers’ expectations of the programs exceed what many casinos are currently offering and many programs need to be modified to better reflect their customers wants and needs.

The Phoenix study, called Casino SCORES spoke with 3,000 people from the Mid-Atlantic region that belong to at least one casino Players Club program and visit a casino to gamble a minimum of three times a year.  When asked the importance of numerous features and benefits of the program, not surprisingly the amount of free play offered, dining discounts and complimentary rooms topped the list. However, casino patrons also place heavy emphasis on free self-parking, complimentary access to casino events, early check-in/late check-out and special bonuses and promotions based on tier level achieved.

When asked to rate the value of Players Club program partners, the establishments that came out on top are restaurants, hotels, gas stations, grocery stores and other casinos.

So which casino Players Club programs are currently doing the best job of meeting their players’ needs?

In terms of membership, of the 43 casinos and their respective programs evaluated, the Connecticut casino’s lead the pack followed closely by a few well known players in Atlantic City.

However, among those Mid-Atlantic residents that are members of each respective program, the Akwesane Winners Club in upstate New York and Rivers Casino in Pittsburg, PA were cited as the most favorite.

About Casino SCORES

This wave of Mid-Atlantic Casino SCORES was conducted in December, 2013 among 3,000 individuals residing in NY, NJ, PA, CT, DE, MD, RI and MA. Completed interviews were conducted in proportion to each state’s population and all counties within each state were represented. To qualify for the study, respondents must have gambled at a casino or racino three or more separate times in 2013 and belong to one or more casino Players Club programs.

Forty three separate casinos and racinos located in NY, NJ, PA and CT and their respective Players Club programs were evaluated in this study.

To find out more about how Mid-Atlantic Casino SCORES can be used to enhance consumer loyalty, please contact

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