Global Payments Gaming Solutions has launched a “groundbreaking” addition to its cashless gaming technology: a program that keeps patrons engaged with their casino even when not playing.
The program, part of the company’s unique Partner Assist approach, offers casino patrons a casino-branded website that gamifies players’ digital experience and provides daily chances to win entries in cash drawings, enter football pick ’em contests, and enjoy other types of games and puzzles that highlight casino offerings. It’s free to patrons and the casino.
“There’s value created for the casino and guests alike, as we drive increased engagement,” said Justin Sprague, Global Payments’ senior vice president of marketing. “Having that kind of ongoing dialogue with the end consumer is a critical part of that value chain.”
The program is underway at dozens of properties and generating tremendous results, he said. Global Payments’ VIP Mobility technology provides cashless gaming for multiple casinos nationwide. The idea behind the interactive website is a “digital nurturing” approach that keeps customers engaged and builds connections not possible through traditional methods such as mailers.
The emphasis on direct engagement with end-use consumers marks something of a pivot for Global Payments, which historically has operated primarily on a business-to-business model. For decades, it has provided financial services, kiosks, Title 31 compliance, and similar tools to casinos. Its VIP Preferred network, with 3.5 million players enrolled, is available in more than 500 North American land-based, mobile, and online gaming operations.
Jerry Epstein, CEO of Engaged Nation, a marketing technology firm partnering with Global Payments on the engagement program, said Partners Assist enhances patrons’ affinity with the casino to promote loyalty and frequency.
While the company is engaging casino patrons more directly than before, Partner Assist is for casino operators using VIP Mobility and VIP Preferred.
“Digital engagement encourages patrons to take advantage of casino offers while sharing insights into new cashless options that improve convenience, security, and responsible gaming,” Sprague said. “It’s a win-win.”
The website uses games and videos to help customers see and retain a message. For example, a player can guide digital hands to catch a pass, solve word-search or jigsaw puzzles, or jump over obstacles. Players get rewarded with entries in monthly cash drawings.
Sprague specifically cited programs at Grand Traverse Resort and Casino in Michigan and Kiowa Casino and Hotel in Oklahoma. Both recently saw substantial growth in the area they targeted: improving return by increasing self-service transactions among VIP Preferred members.
Sprague said more than 50 casinos nationwide are using or on their way to launching the Partner Assist program.
Marketing experts say thousands of brand messages bombard each American every day. Epstein said individuals can retain connection with about a half a dozen of those, “so the challenge to break through is significant.”
With Partner Assist, “We will be in touch with people on either a weekly or monthly basis,” he continued. “And it’s not just giving them a message once, it’s reinforcing it (and) in a lot of cases, even testing if they’ve retained the messages we provided. We reward them. We get their time, we get their attention, we get their mind share. And then, ultimately, with the good work that is being done, we get a greater share of wallet on the gaming floor.”
Sprague said understanding individual preferences is important.
“Some people prefer text and SMS, some people prefer email, some people prefer direct mail. Using a number of different methods based on preferences helps us cater to their overall desire in their experience.”
Partner Assist allows operators to choose which offerings to emphasize, such as introducing new convenience options revolving around cashless and self-service transactions.
“We deliver an immersive digital experience,” Epstein said. “It is a program that doesn’t take much lift from the property at all. And the key is to help them to be more successful.”
Epstein said Engaged Nation and Global Payments coordinate with operators on the value and type of prizes awarded through a consumer engagement campaign. The guiding principle, he said, is: Does it makes sense for the property?
“We’re going to judge ourselves pretty critically” on the consumer engagement campaign, Epstein said. “It’s going to come down to how does it perform, not only as an engagement tool with patrons, but how does it perform financially on the floor for our casino partners.”
