Casino Player Rating Systems in Australia

Introduction | The Adelaide Casino Complimentary Policy | Terminology | Other Australian Casinos | Complimentary Policy Profitability | Analysis of Rounds per Hour on Blackjack | Rounds Per Hour (per player) | Hard Versus Soft Comps | Rating Efficiency Levels | Conclusion |

Effective player rating service and control consists of a broad spectrum of individual elements which must all be combined to provide an attractive, yet profitable package. The conundrums of soft and hard complimentaries, true bottom line profit, value of marketing expenditure and cash accounting, all raise questions which may be answered differently depending on which perspective is used.

In essence however, the only perspective which is of real importance is that of players. That view will not be distorted by the Casino’s own internal problems, rather it is a view focussed on levels of service. To compete successfully for a market share with Jupiters Casino, Wrest Point Casino, Crown and so on, excellence of service must be a hallmark of the facility.

Petty items such as the general provision of restaurant meals to the Premium Player may be the small attention to detail which gains a return visit. Knowing people’s names, greeting preferred premiums at the airport, ensuring ratings are as accurate as possible, sending these players birthday cards will possibly gain more than attempting to buy their patronage. For the Asian market this may mean changing some of our ways of thinking if we are to seriously endeavor to successfully penetrate this rich market.

In conclusion the optimization of Casino profitability will only occur if management recognises the complex interplay between the service or support functions of the facility and the primary revenue-generating function of the Casino. If this process is successful then the important potential contribution of the premium play segment will be attained.