Player Development Program

Player Development - The Lifeline of Casino Profitability

The ability to attract, track, and predict the play of your casino guests is the at the core of your casino profitability and revenue growth. Surprisingly, few casino marketing departments have the methodology and resources in place to accurately measure the results of their advertising and promotional efforts. For that reason, we have developed our own proprietary methodology for tracking and analyzing individual tier play.

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The TLG Gaming Approach to Player Development

We make Player Development the foundation on which all other advertising and marketing efforts are based. First, we thoroughly measure and analyze each segment of your database. Then, we develop, implement, measure and refine highly-targeted marketing programs to stimulate growth where it is needed.

In addition, TLG's approach:
  • works hand-in-hand with Operations and Finance
  • has been proven to keep risk low and return-on-investment high
  • produces positive results time and time again
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Life Cycle of a Gaming Patron

The model below illustrates the process of how to transition new player recruitment through conversion (or trial), containment, retention and, ultimately, attrition.

Through this framework, we perform a detailed analysis so that intelligent business decisions can be made and you get the best return possible from your marketing budget.

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Database Segmentation & Analysis

Depending on your market's scope and the amenities offered by your casino, we segment and test the "health" of your casino's player database from every angle:

  • the net rate of growth (or contraction) of each player segment
  • where that growth (or contraction) is occurring
  • if "over-investment" has occurred (equally detrimental to player development and your budget)

Armed with this information, we can prescribe which programs and how much investment will be required to stimulate maximum growth.
By plotting where your players fall within each tier, you will be able to deliver a compelling offer that generates more revenue. We plot players according to their spending level (theo) and trip frequency. See sample below.
Once this analysis is complete, special offers can be sent that encourage increase in play or frequency. This approach leads to greater share of wallet for your casino.

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Improving Through Analysis

After we determine the type and scope of marketing programs required to meet your player database growth objectives, the analytical process evolves into the next phase which includes:

• Pro Formas
Before each marketing program is implemented, pro formas let your Marketing, Finance and Operations departments review key assumptions and calculate costs and revenue. By developing three different scenarios (best-case, worst-case and most likely), pro formas allow your management team to minimize risk while ensuring the best possible results.

• Evaluation Plans
Next, we compare anticipated results with the actual results generated by your marketing program. This allows us to immediately identify where your program exceeded, met or fell short of expectations. In addition, your management team can use this comparison as a starting point from which to improve the next iteration of your program.

• Program Improvement Plans
By converting data from what was learned into a Program Improvement Plan, we can carry out and track the necessary enhancements to your marketing program. This step includes ways to improve both quantitative and qualitative results.

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Additional Strategies

TLG Gaming also looks beyond your database to gather information that will help you build your players club. We collect and analyze data from your customers directly with guest satisfaction surveys, market research, and focus groups. This qualitative data gives crucial insights into why growth or contraction might be occurring within your player database and will assist your marketing department in developing:

• Strategic Marketing Plans
As a "living" document, this management tool can be continually re-evaluated and refined by all departments to create a unified and successful marketing strategy.

• Marketing Budget
Essentially a "priced-out strategic marketing plan," this budget enables your management team to ensure that adjustments in spending or reallocations of financial resources occur based on the overall needs of your enterprise.

• Marketing Programs
TLG Gaming can assist your marketing team in developing or refining promotions and marketing programs for all areas of your property. Engineered to be cost effective, these programs involve gaming and non-gaming amenities and resources to increase player retention while optimizing profitability across your enterprise.

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