OfferCraft praises AGE debut with "gamification" highlights

Gamification—the use of game mechanics in contexts outside of the games themselves—is revolutionizing how companies motivate their customers and employees, but it is still relatively new to Australia. People visit casinos and clubs when they want to have fun, yet few properties are bringing these types of gamification experiences to interactions throughout the property. Why aren’t there game-like experiences at the restaurants? At the hotel check-in desk? In the seats at a big game? In e-mails?

Why are clubs and casinos limiting games to the gaming floor?

OfferCraft allows properties of all sizes to use our game-building tools to create customized marketing and HR games that present offers in a more memorable, psychologically compelling way that entertains customers and staff while driving more spending. These games are used by casinos and clubs across the entire enterprise: in emails, on social media, in direct mail, on websites, in apps, on digital signage, in kiosks, in advertising, employee newsletters, and even at events — it is a truly omni-channel solution.

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Casinos and clubs spend so much time and effort on optimizing what offer to make. OfferCraft, however, says it’s just as important to figure out how to give out an offer

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For example, let’s say you wanted to give customers $20 off a mid-week hotel stay. That’s all your marketing budget will allow you to give. That coupon will have drastically different redemption rates depending on how you distribute it. Imagine two scenarios here:

In the first scenario, a bored front desk employee hands the player a receipt and mumbles something about a $20 coupon at the bottom of the room folio receipt for their next stay. Some people will look at it and use it, some will shove it in their purse or wallet only to forget about it later, and most will throw it away without a glance.

In the second scenario, the customer gets to play a short chance-based or skill-based game on an iPad or on the POS or PMS screen when checking in. The game might be a fishing game or a wheel spin that rewards the customer with that same $20 coupon.

The research and OfferCraft’s experience have found that people respond much better to things they earn rather than things that are given for free. They’re more likely to remember it, more likely to value it, and more likely to come back and redeem it. We’ll see far higher redemption rates and ROI from this $20 offer versus the one from the bored cashier.

The AGE show allowed OfferCraft to introduce the company to a broad range of properties, receiving feedback from both existing customers and new prospects.