New Tech Can Revolutionize Casino Marketing, Loyalty Programs

The recent deal between MGM and Marriott is a great example of how operators can grow their marketing and loyalty rewards capabilities, but as industry veteran Bruce Merati (l.) writes, crypto-based technologies such as C3 are a much more accessible and feasible way to move toward the same goals.

New Tech Can Revolutionize Casino Marketing, Loyalty Programs

The world of casino marketing and loyalty reward programs is standing at the brink of a transformative shift, with the potential integration of new technologies promising to reshape the entire landscape.

Recent partnership agreements, such as the one between MGM and Marriott, have demonstrated the power of cross-marketing loyalty programs between the gaming and hospitality industries. However, the current challenge lies in the limited interoperability between travel and casino loyalty programs, hindering seamless integration of rewards across different platforms.

In this article, I explore the obstacles faced by traditional loyalty programs and the game-changing potential of blockchain technology in creating a universal loyalty point system for casinos, paving the way for automatic integration of casino loyalty points into the travel and leisure industries.

Current challenges facing casino loyalty reward programs include:

  1. Limited interoperability: Like travel loyalty programs, casino loyalty rewards operate independently, lacking integration with other platforms. Points earned within one program cannot be easily transferred or combined with points from another program, leading to fragmented customer experiences;
  2. Complex award and redemption rules: The award and redemption rules for players, hospitality, and travel rewards are often opaque and confusing, leaving players uncertain about the value of their loyalty points and the benefits they can access;
  3. Manual tracking for table games: While slot machines can automatically track a player’s gaming activities, table games rely on manual observation by pit bosses, which can be time-consuming and prone to errors; and
  4. Online players missing out on loyalty points: One significant challenge in the current casino loyalty landscape is that online players betting on sports or gaming do not receive loyalty points. Instead, they are often offered expensive promotions, which could be an obstacle in fostering customer loyalty. Integrating loyalty points for online wagering could serve as a powerful cross-marketing tool for casinos, ensuring a cohesive experience for players across both online and land-based operations.

Blockchain technology presents an innovative solution to the challenges faced by casino loyalty reward programs. Its inherent properties of transparency and security can revolutionize the way loyalty points are generated, tracked and redeemed. Furthermore, the recent advancements in digital currencies, particularly the growing acceptance of USD Coin (USDC) by major financial institutions, have laid the foundation for businesses to embrace the future of payment systems.

As a stepping stone towards the future of digital currencies, significant progress has been made in the mainstream adoption of USDC. The Federal Reserve has recently announced its new system of instant payment service, and the U.S. Treasury has authorized certain financial institutions to issue USDC, a digital stablecoin pegged to the U.S. dollar. Even Visa has joined the movement, announcing its acceptance of USDC for settling transactions on its payment network. With these technologies and processes now in place, businesses have the opportunity to leverage USDC for conducting their operations, and casinos stand poised to take advantage of this transformative opportunity.

Furthermore, these new technologies not only offer the prospect of bridging gaps between industries but also present a plethora of operational and financial efficiencies for casinos in their online gaming and sports wagering systems. By leveraging blockchain technology, casinos can also benefit from improved data management, creating a transparent and tamper-proof record of loyalty point transactions.

By incorporating these technological advancements into their online gaming platforms, casinos can provide a seamless and rewarding experience for players, encouraging increased engagement and fostering stronger customer loyalty. Additionally, the potential integration of casino loyalty points with the travel and leisure industries opens up new avenues for cross-industry promotions, offering players even more attractive and diverse rewards.

Casinos already have a conducive ecosystem for adopting digital currencies. They have long used their proprietary chips as internal currencies for table games and employed Ticket-In-Ticket-Out (TITO) systems for slot machines. Building on this foundation, casinos can now introduce their own Casino Cryptocurrency (C3) to revolutionize the landscape of online gaming. C3, developed as a digital equivalent to the traditional chips, will serve as a seamless bridge between online and land-based gaming operations.

Operating within closed-loop systems, C3 will adhere to strict gaming regulatory requirements, ensuring compliance and player protection. Furthermore, the utilization of blockchain technology will bring an added layer of security and transparency to the transaction process, enhancing the overall gaming experience for players.

Players benefit from receiving transparent loyalty points when they convert their chips to C3 before leaving the casino, ensuring a seamless transition between the physical and digital gaming realms. Casinos, in turn, retain players’ cash instead of cashing out their chips, creating an opportunity to keep those funds in their gaming ecosystem. This not only helps to bolster player retention but also allows casinos to save on credit card processing fees, further optimizing their online gaming and resort’s financial operations.

Moreover, the adoption of C3 and blockchain technology enhances transaction security and transparency, which is of paramount importance to regulators. By providing a comprehensive and traceable record of loyalty point transactions, C3 addresses regulatory concerns, leading to greater confidence and auditability by gaming regulators.

As the gaming industry continues to evolve, the integration of blockchain technology and digital currencies like USDC presents an exciting opportunity to transform casino marketing and loyalty reward programs. By addressing the current challenges, such as limited interoperability and online players not receiving loyalty points, casinos can create a more cohesive and rewarding experience for their patrons. The introduction of C3 not only streamlines loyalty point systems but also benefits all stakeholders involved, leading to a more efficient, secure, and transparent gaming ecosystem. With technology driving this evolution, casinos have the chance to stay at the forefront of innovation and shape the future of loyalty rewards in the gaming industry, empowering them to optimize their operations and provide unparalleled customer experiences.

Articles by Author: Bruce Merati

Bruce Merati is cofounder of BC Technologies, a sportsbook system provider and CEO of Uplay1, a gaming IP company.