In a new position paper, Acres Manufacturing Company has detailed the “significant negative impact the player- enrollment process, driven by legacy casino-management (CMS) technology, has on operators’ cost structures.” In a survey of more than 70 U.S. casinos, along with earlier installments analyzing the state of CMS offerings, Acres came up with the following insights.
- Casino customers spend 1.1 billion minutes annually waiting in line for a player card, resulting in annual revenue losses exceeding $1.75 billion.
- More than 80% of the 110 million player cards printed annually are reprints for existing members.
- In total, the U.S. casino industry spends nearly $3 billion annually on the issuance of physical player cards, with additional billions lost to customers who avoid the cumbersome enrollment process and therefore never become loyal players.
- Acres projects an additional $2 billion in annual revenue from exponential database acquisition growth enabled by its own CMS, Foundation HQ.
“The casino industry’s continued reliance on the physical loyalty card, which has become extinct in virtually every other industry, significantly hinders casinos’ ability to attract and retain new players,” said sales, marketing, and product-development executive Noah Acres. “New CMS technology is needed to overcome this nearly $5 billion economic impact caused by the significantly outdated technology capabilities of legacy CMS solutions.
“Our Foundation HQ CMS addresses consumer preferences, thereby helping casinos scale new database acquisition by offering and incentivizing a ten-second enrollment process to any uncarded player during the play session without the need for a physical player card. We encourage all industry constituents to review our continuing series of position papers that highlight the benefits our approach to casino loyalty technology.”
See the position paper here.
