Casinos use chips rather than cash to encourage customers to continue gambling, enabling casinos to monitor customer spending habits while making them feel special and encouraging them to spend even more at the tables.
Research (Mattila 2006 and 2001a) has demonstrated how emotions shape customer loyalty program perceptions. This study supplements those findings by exploring consumers’ unconscious motivations for joining loyalty programs.
High rollers are a target market
Casinos recognize that their top spenders represent an essential portion of revenue and take every measure to keep them satisfied. As thanks for their patronage, casinos provide VIP perks like larger bonuses and luxurious gifts – as well as access to special events and gaming rooms as well as personalized account management.
High rollers enjoy placing large bets with tremendous excitement. Much like skydivers feel exhilarated upon jumping from an airplane, high rollers experience an adrenaline rush from their potential for mammoth returns and receive social kudos from gambling for such large sums.
However, it should not be forgotten that there is the possibility for massive losses. While high rollers may have the financial means to absorb them, their emotional trauma still impacts them deeply – according to one Las Vegas casino host reported losing players throwing cards, flicking cigarettes and fighting security when losing. For this reason it is crucial for casinos to recognize this behavior in their players and ensure they feel confident enough placing large bets.
They are a source of revenue
Daring gamblers who bet large sums at casino games are known as high rollers and contribute significantly to revenue of any gambling site. Loyalty points earned can earn various tier-based rewards that encourage them to continue betting more games or increase bet sizes.
Most online casinos have VIP and loyalty programs to reward their most generous spenders with luxury gifts, once-in-a-lifetime experiences, faster service and other perks. VIP programs also use psychological techniques to keep players engaged – for instance near wins cause an ego boost that leads them to believe they’re getting lucky!
Allowing high rollers to use credit instead of cash is also an effective strategy, since this creates the impression that they aren’t losing real money while increasing casino profits and per-floor sales for slot machines. Furthermore, using chips allows surveillance staff to track player activity and prevent fraud.
They are a source of customer service
Keep the high rollers happy requires taking an altogether different approach to marketing than that taken for regular gamblers. Casinos recognize this and attract this audience through offering them various perks and incentives.
VIP players enjoy exclusive perks beyond bonus packages, including access to VIP events and invitations to slot, table, and poker tournaments. Furthermore, they have their own dedicated account managers that understand their preferences and can deliver tailored service accordingly.
Many casinos use a loyalty point system to track how much their high rollers bet. By tracking this amount, they are able to provide their high spenders with comps such as free meals, hotel stays and bonuses – an incentive designed to make customers feel valued and encourage continued gambling. Furthermore, casinos often manage temperature, lighting and smell in their casino to help gamblers lose track of time and focus on spending their money!
They are a source of marketing
No casino can do without its loyalty program, which serves a pivotal role in marketing to high rollers. Many programs offer exclusive perks to make VIP customers feel special and valued while simultaneously helping casinos track player behavior and identify areas for improvement.
Data analytics can help casinos improve customer service and increase revenue. This analysis can inform marketing strategies, allow operators to personalize promotions based on individual preferences and determine which games are most popular, peak visit times and customer spending patterns.
Data analytics can also assist casinos in improving customer interactions by creating an immersive Omni-channel experience, with consistent communication and service throughout all channels, improving brand experience. Casinos can use data analytics to monitor feedback from their customers to provide personalized experiences that enhance overall brand value.