Casino Marketing Topics - Unrecorded Transactions
Unlike conventional retail businesses where each transaction is recorded, many casino
transactions go unrecorded, or are not directly attributable to a particular person or
marketing activity. In fact, each day, a tremendous number of gaming transactions are not
recorded. For example, many table game players win or lose substantial sums of money
on a single hand. However, these individual outcomes are often not captured.
In today’s casino, most players are certainly aware that they can earn complimentary
awards, if they are willing to identify themselves. Typically, this is accomplished via
player tracking cards. In spite of this incentive, many slot and table game transactions go
unrecorded. With respect to table game operations, many transactions go completely
unrecorded. As for slots, some Las Vegas Strip casinos fully record as little as 35% of the
transactions. That is, management does not know which customer placed these wagers.
This occurs when players do not insert their tracking cards. Worse yet, many casinos
throughout the world do not have online slot systems. These operators are not recording
the source or the amount of the individual customer’s wagering activity. Such limitations
can greatly affect the ability of casino marketers to accurately measure the effects of their
activities.
