Affinity Gaming, operator of 11 U.S. casinos, is partnering with marketing firm OfferCraft to offer promotions at its five Nevada properties that feature new types of guest rewards that players can earn online at home, through social media, at special events or concerts, and at the properties.
The first campaign was tied to a concert by The Cult held October 8 at Star of the Desert Arena at Primm Valley Casino Resorts in Primm, Nevada. Fans on social media were invited to play a “Pick an Amp” game with prizes hidden under digital amplifiers. The featured prize was an exclusive package offering two concert tickets plus a one-night deluxe hotel room stay. In two weeks, the promotion drove the same number of bookings as had previously taken two months—a 300 percent increase compared to the baseline.
A “Pick a Tracy” game tied to an October 22 performance by comedian Tracy Morgan is generating similarly strong results, quadrupling the rate of ticket sales, the operator said.
“We are always looking for innovative and unique ways to elevate our guests’ experience, and this partnership is yet another amenity to engage and reward our loyal customers,” said Affinity Gaming CEO Michael Silberling. “The results from the first two campaigns are promising and prove that there is a demand for these engaging promotions.”
OfferCraft uses a proprietary mix of gamification and next-generation rewards “to make day-to-day business interactions more fun,” the company said. Its science-backed techniques have consistently generated response rates two to three times higher than traditional approaches.
“The Affinity Gaming team understands the power of making day-to-day transactions more fun,” said OfferCraft CEO Aron Ezra. “Together, we’re doing that and driving some pretty terrific results. Their campaigns are just spot on. They’re fun and engaging—the “Pick a Tracy” game is hilarious—with great prizes that guests are eager to win. It’s no wonder their patrons have responded so favorably and can’t wait to see what’s next.”
In addition, Affinity Gaming has started to feature OfferCraft games at its Silver Sevens Hotel & Casino, including both games of skill and games of chance promoted on a variety of marketing channels, such as social media, email, search engines, and at the player’s club desks.
