FutureLogic’s John Edmunds debated vital role of promotional couponing

Central to the debate was casinos’ ability to enhance the patron experience and increase loyalty to the casino brand to drive increased game play. With the casino brand extending beyond the operator’s walls of bricks and mortar into mobile and online, technology’s role and its capacity to enable patrons to move freely between gaming platforms in such a competitive landscape was discussed in great depth. 

“Casinos are looking to increase the return on capital already employed, and so leveraging existing infrastructure is key” commented John Edmunds, Chief Marketing & Sales Officer for FutureLogic. “If we, as technology providers, can leverage existing technology to customize the gaming experience for high-value players, we can make a significant contribution to the operator’s bottom line.”

Solutions such as FutureLogic’s promotional couponing solution, PromoNet, enable casinos to take existing printers and turn them into marketing kiosks, issuing promotional coupons, W2G tax forms, audit reports and receipts for online transactions all into the outstretched hand of the patron at the slot machine.

“Our research shows that patrons read 100% of the coupons issued from the slot machine at which they are playing, offering casinos a unique opportunity to communicate a customized message to all patrons,” continued Edmunds. “Marketing executives can now customize rewards, promotions and incentives for individual players, based on their play behavior and transactions at the slot machine. Whether an instant reward for returning to the casino, an incentive to join the players club, free play credits for reaching a threshold for amount wagered, or a unique QR code directing players to online gaming sites - behavioral-based marketing enables casinos to customize the player experience to individual preferences, making new and anonymous players feel like VIPs, producing a step change in customer loyalty.”