Real-time marketing at gaming machines
View Patent ↗A program for rewarding players for gaming at a casino establishment provides a player with real-time incentives while the player is playing at a gaming machine in the casino. Information about the player and/or the player's gaming activity is collected while the player is at a gaming machine in a casino. This information is used by a marketing system to select an incentive to provide to the player. The incentive is then delivered to the player, for example manually by a casino employee or automatically using a printer or other mechanism at the gaming machine. Various types of incentives can be provided to a player, including incentives designed to provide the player with an experience that is favorable to the casino and incentives designed to keep the player gaming in a casino for a longer amount of time.
1. A computer-implemented method for providing real-time incentives to a player at a gaming machine in a casino, the method comprising:
initiating a gaming session for a player at the gaming machine;
retrieving, during the gaming session, prior trip information about the player's gaming activity during a prior trip;
collecting real time information about the player's gaming activity at the gaming machine during the gaming session;
applying, during the gaming session, the real time information and the prior trip information to a set of rules in order to determine whether the player is expected to leave the casino after the gaming session, wherein the set of rules comprises a second visit rule that determines whether the player has made one prior trip to the casino, compares a loss rate of the player against a multiple, greater than one, of a theoretical win, and compares the loss rate against a daily minimum loss;
responsive to determining that the player is expected to leave the casino after the gaming session, selecting an incentive for the player designed to incent the player to remain in or return to the casino after the gaming session, the incentive selected at least in part based on the real time information, the prior trip information, and the set of rules; and
delivering the incentive to the player during or immediately after the gaming session.
2. The method of claim 1 , wherein the incentive is selected during the gaming session.
3. The method of claim 1 , wherein the incentive is selected immediately after the gaming session.
4. The method of claim 1 , wherein the gaming session begins upon an insertion in the gaming machine of a tracking card associated with the player and ends upon withdrawal of the tracking card.
5. The method of claim 1 , wherein the set of rules further comprises an unlucky player rule that compares a daily theoretical win against an average daily theoretical win.
6. A computer-implemented method for providing real-time incentives to a player at a gaming machine in a casino, the method comprising:
initiating a gaming session for a player at the gaming machine;
collecting real time information about the player's gaming activity at the gaming machine during the gaming session, the real time information comprising a loss rate of the player;
applying, during the gaming session, the real time information to a set of rules in order to determine whether the player is expected to leave the casino after the gaming session, wherein the set of rules comprises a new player rule that determines whether the player is a new player to the casino, compares the loss rate against a multiple, n one, of a theoretical win, and compares the loss rate against a daily minimum loss;
responsive to determining that the player is expected to leave the casino after the gaming session, selecting an incentive for the player designed to incent the player to remain in or return to the casino after the gaming session, the incentive selected at least in part based on the real time information and the set of rules;
delivering the incentive to the player during or immediately after the gaming session.
7. The method of claim 6 , wherein the selected incentive offsets a portion of the player's loss at the gaming machine.
8. The method of claim 6 , wherein the information about the player's gaming activity includes one or more of: a duration of the gaming session, an amount of money won or lost during the gaming session, and an amount bet during the gaming session.
9. The method of claim 6 , wherein the incentive is selected at least in part based on a value of the player.
10. A computer-implemented method for providing real-time incentives to a player at a gaming machine in a casino, the method comprising:
initiating a gaming session for a player at the gaming machine;
retrieving, during the gaming session, prior trip information about the player's gaming activity during a prior trip;
collecting real time information about the player's gaming activity at the gaming machine during the gaming session;
applying, during the gaming session, the real time information to a set of rules in order to determine whether the player is expected to leave the casino after the gaming session, wherein said set of rules comprises a third visit rule that determines whether the player has made two prior trips to the casino, compares a loss rate of the player against a multiple, greater than one, of a theoretical win, and compares the loss rate against a daily minimum loss;
responsive to determining that the player is expected to leave the casino after the gaming session, selecting an incentive for the player designed to incent the player to remain in or return to the casino after the gaming session, the incentive selected at least in part based on the real time information and the set of rules, and
delivering the incentive to the player during or immediately after the gaming session.
11. The method of claim 10 , wherein the incentive is delivered manually by a casino employee.
12. The method of claim 10 , wherein the incentive is delivered electronically at the gaming machine.
13. The method of claim 10 , wherein the incentive is for cash.
14. The method of claim 10 , wherein the incentive is for reward credits or complimentaries redeemable by the player for merchandise or services in a casino environment.
15. The method of claim 10 , wherein
the collected information about the player's gaming activity comprises information about the player's loss rate while playing at a gaming machine, the loss rate indicating an amount of money lost by the player using the gaming machine; and
the selected incentive is selected responsive to the loss rate exceeding a predetermined amount and is tailored to offset a portion of the amount of money lost by the player.
16. The method of claim 12 , wherein the delivering the incentive comprises:
offering the incentive to the player on a display screen associated with the gaming machine;
receiving an input from the player accepting the offered incentive; and
printing a voucher for the incentive at a printer associated with the gaming machine.
17. The method of claim 15 , wherein the predetermined amount is based on theoretical win rate of gaming machine.
18. The method of claim 15 , wherein the predetermined amount is a multiple of a theoretical win rate for the gaming machine.
19. A system for providing real-time incentives to players in a casino environment, the system comprising:
a gaming machine;
a slot management system communicatively coupled to receive prior trip and realtime gaming activity data for a player's gaming session at the gaming machine; and
a casino management system communicatively coupled to receive the gaming activity data from the slot management system, the casino management system configured to
apply, during the gaming session, the prior trip and real-time gaming activity data to a set of rules in order to determine whether the player is expected to leave the casino after the gaming session, the set of rules comprising an unlucky new player rule that determines whether the player has made less than four prior trips to the casino, compares a loss rate of the player against a multiple, greater than one, of a theoretical win, and compares the loss rate against a daily minimum loss,
select, responsive to determining that the player is expected to leave the casino after the gaming session, an incentive for the player designed to incent the player to remain in or return to the casino after the gaming session, the incentive selected at least in part based on the gaming activity data and the set of rules.
20. The system of claim 19 , wherein the gaming machine is coupled to the casino management system to receive a communication of the selected incentive, the gaming machine configured to provide the incentive to the player.
21. The system of claim 19 , further comprising:
a service terminal coupled to the casino management system, the service terminal displaying the selected incentive to a casino employee to allow manual delivery of the incentive.
22. The system of claim 19 , wherein the gaming session begins upon an insertion in the gaming machine of a tracking card associated with the player and ends upon withdrawal of the tracking card.
23. The system of claim 19 , wherein the incentive is selected during the gaming session.
24. The system of claim 19 , wherein the incentive is delivered to the player during the gaming session.
25. The system of claim 19 , wherein the incentive is selected responsive to the player's loss rate at the gaming machine exceeding a predetermined amount.
26. The system of claim 19 , wherein the incentive is selected based on a set of rules indicating whether providing the incentive to the player would result in additional worth to the casino.
27. The system of claim 19 , wherein the gaming activity data includes one or more of: a duration of the gaming session, an amount of money won or lost during the gaming session, and an amount bet during the gaming session.
28. The system of claim 19 , wherein the incentive is selected at least in part based on a value of the player.
29. The system of claim 19 , wherein the incentive is selected at least in part based on availability of resources in a casino establishment, where the incentive utilizes resources in the casino environment.
30. The system of claim 19 , wherein the incentive is for cash.
31. The system of claim 19 , wherein the incentive is for reward credits or complimentaries redeemable by the player for merchandise or services in a casino environment.
32. The system of claim 20 , wherein the gaming machine includes a printer for printing a voucher for the incentive.
33. The system of claim 25 , wherein the selected incentive offsets a portion of the player's loss at the gaming machine.
34. The system of claim 25 , wherein the predetermined amount is based on a theoretical win rate of the gaming machine.
35. The system of claim 25 , wherein the predetermined amount is a multiple of a theoretical win rate of the gaming machine.
36. A computer-implemented method for providing real-time incentives to a player at a gaming machine in a casino, the method comprising:
initiating a gaming session for a player at the gaming machine;
retrieving, during the gaming session, prior trip information about the player's gaming activity during a prior trip;
collecting real time information about the player's gaming activity at the gaming machine during the gaming session;
applying, during the gaming session, the real time information and the prior trip information to a set of rules in order to determine whether the player is expected to leave the casino after the gaming session, wherein the set of rules comprises a frequency upside rule that compares a current daily theoretical win of the player against an average daily theoretical win of the player, and compares a twelve month daily theoretical win of the player against and a twelve month average daily theoretical win of the player;
responsive to determining that the player is expected to leave the casino after the gaming session, selecting an incentive for the player designed to incent the player to remain in or return to the casino after the gaming session, the incentive selected at least in part based on the real time information, the prior trip information, and the set of rules; and
delivering the incentive to the player during or immediately after the gaming session.
37. A computer-implemented method for providing real-time incentives to a player at a gaming machine in a casino, the method comprising:
initiating a gaming session for a player at the gaming machine;
retrieving, during the gaming session, prior trip information about the player's gaming activity during a prior trip to the casino;
collecting real time information about the player's gaming activity at the gaming machine during the gaming session;
applying, during the gaming session, the real time information and the prior trip information to a set of rules in order to determine whether the player is expected to leave the casino after the gaming session, wherein the set of rules comprises a decliners rule that compares a number of trips to a casino by the player within a first time period against an average number of trips to a casino by the player within the first time period, compares a number of trips to a casino by the player within a second time period against a minimum number of trips to the casino in the second time period, and compares a twelve month daily theoretical win of the player against a twelve month average daily theoretical win of the player;
responsive to determining that the player is expected to leave the casino after the gaming session, selecting an incentive for the player designed to incent the player to remain in or return to the casino after the gaming session, the incentive selected at least in part based on the real time information, the prior trip information, and the set of rules; and
delivering the incentive to the player during or immediately after the gaming session.
38. A computer-implemented method for providing real-time incentives to a player at a gaming machine in a casino, the method comprising:
initiating a gaming session for a player at the gaming machine;
retrieving, during the gaming session, prior trip information about the player's gaming activity during a prior trip;
collecting real time information about the player's gaming activity at the gaming machine during the gaming session;
applying, during the gaming session, the real time information and the prior trip information to a set of rules in order to determine whether the player is expected to leave the casino after the gaming session, wherein the set of rules comprises a reactivated customer rule that compares a twelve month daily theoretical win of the player against a twelve month average daily theoretical win of the player, and compares a six month cumulative win of the player against a six month average cumulative win of the player, and requires a predetermined period of inactivity of the player;
responsive to determining that the player is expected to leave the casino after the gaming session, selecting an incentive for the player designed to incent the player to remain in or return to the casino after the gaming session, the incentive selected at least in part based on the real time information, the prior trip information, and the set of rules; and
delivering the incentive to the player during or immediately after the gaming session.