Everi’s two new player-loyalty modules promise to streamline giveaway drawings and point redemptions, enhancing the experiences for operators and players alike.
The Trilogy QuikDraw program replaces traditional ticket-based drawings with a digital system, so large drawings that once took 30 minutes or more to update the entry drum can be completed in less than 3 minutes, regardless of size. The second product, Trilogy’s QuikRedeem, enables customers to convert loyalty points into physical gifts or immediately usable funds with minimal staff involvement.
“A key part of player engagement is creating experiences that make players feel special, wanted, and part of something bigger,” said Michelle Foot, Everi’s vice president of loyalty product management. “Drawing sessions make players feel part of a community, they build anticipation, and they inspire players to celebrate a win together.”
The most recent enhancement in QuikDraw gives operators the option of drawing all winners at once, designed to address concerns that extended drawing sessions potentially reduce play on the casino floor. In addition, QuikDraw supports drawing activations on either side of midnight, alleviating another “big pain point” for operators, Foot said. The automated verification process makes it easy for customers to activate their entries, reducing the workload for casino staff.
QuikDraw is designed to build excitement on the floor, she continued. “Making the drawing process smooth and easy to manage allows operators to focus on engaging patrons, creating the pomp and circumstance vs. troubleshooting software.”
Some drawings can generate billions of entries, she said, and “QuikDraw’s new architecture supports real-time processing at scale.”
The digital tickets eliminate the potential for players to share entries with one another. Each is based on a player’s qualifying spend and is electronically linked to their loyalty account. “As a result, all entries are uniquely associated with the eligible player and cannot be transferred,” Foot said. “This provides a significant advantage over traditional physical drawing tickets, which can be easily passed from one individual to another even as patrons exit the property.”
The digital approach also provides further assurance that drawings are fair. “Anyone who receives and activates an entry it has an equal chance to win the exact same prize as any other player,” Foot said. “All of the tickets are tracked individually.” In addition, winning tickets are selected by a random number generator certified by regulators.
QuikDraw is already installed at three casinos, with additional projects in the works, Foot said. “Adoption has continued to grow steadily, along with the feature sets. We are continuing to enhance the functionality and the player tracking system integrations.”
Trilogy QuikRedeem, which marked its first installation in June at Feather Falls Casino and Lodge in California, accelerates redemption activity and can decrease property point liability.
“QuikRedeem is going to redefine point liability in the market by empowering both operators and patrons,” Foot said. “With robust configuration capabilities, targeted segmentation, and enhanced promotional control, operators can tailor programs to meet their business objectives. At the same time, patrons gain unprecedented flexibility in how they manage and redeem points from their available CMS buckets, resulting in a more personalized, transparent, and rewarding experience.”
Operators can set up as many redemption types as they want, including for on-site facilities such as restaurants, concerts, and spas as well as outside outlets such as a gas station or golf course. The point conversion rate can be customized for each type of reward.
Players can access QuikDraw and QuikRedeem functions through kiosks or mobile apps. Each is a module in Everi’s Trilogy player-loyalty platform, which works with all player tracking systems.
Both modules give operators the ability to customize options by player tier level, age, day of week, and other factors. For example, QuikDraw lets operators easily arrange a monthly drawing for VIP carded players. QuikRedeem enables variable point redemption rates, such as a two-points-per-dollar buffet offer Monday through Wednesday for players 55 and older, or 10 points per dollar for a high-end restaurant.
The segmentation options help operators create the exclusive experiences that VIPSs expect as well as offerings designed for the broader marker. “The solution should be configurable enough to support different business scenarios, allowing operators to adapt functionality and patron experiences to the unique requirements,” Foot said.
She said the combination of the two modules going live on the IGT Advantage management system provides operators with the industry’s first single-source, end-to-end marketing technology stack. “Our goal is to drive operator revenue and have people engaged at the same time.”
