Inside Asian Gaming

INSIDE ASIAN GAMING | November 2012 20 FutureLogic I f there was a message FutureLogic conveyed at the 2012 Global Gaming Expo it was that promotional couponing works, and the industry is just beginning to scratch the surface of its potential. “We’re up and running with PromoNet in Europe and North America,” said John Edmunds, FutureLogic vice president, Global Product Management and International Markets, speaking last month from the show floor at the Sands Expo and Convention Center in Las Vegas. “We’ve already been running successful product trials in Viejas [a SanDiego-areacasino]andCasinoMontelago [in Henderson, Nevada]. Now we’re also up and running in the South Point [in Las Vegas] and London Clubs International in the UK. They’re running multiple promotions for carded and non-carded players, and they’re expanding it as well.” At both the latest installations, South Point and LCI’s The Casino at the Empire in London, Mr Edmunds said that redemption rates have been “phenomenal,” nearly as high as 80%, according to reports. With direct mail, redemption rates can be as low as 3-5% so you don’t get as much return for the marketing dollars you invest, he explains. With PromoNet you know that as much as 80 cents on the dollar is being directed to your most valuable players. In addition, Mr Edmunds notes, the average net win per game goes up as well. “People feel special when they receive a targeted reward and think, ‘Oh, I got a coupon. I’m going to play this game again.’” And players are coming back as well, he says, because the To Have, To Hold, To Redeem With PromoNet, FutureLogic underscores the value of promotional couponing for building player loyalty and boosting revenues properties set up bounce-back promotions and extended-stay promotions where players have to return to the property later that day or the following day or weekend to redeem their coupons. And interest in PromoNet is steadily building for Glendale, California-based FutureLogic. “We’ve got a number of test sites lined up, including a number in key jurisdictions in Asia,” Mr Edmunds said. “Certainly by the end of the year we expect to have at least two or three in Asia.” PromoNet targets carded and non- carded players and links promotions to game play. With promotional triggers working in real-time, the solution links game-play metrics and slot promotions directly to player behavior, enabling casinos to boost player club sign-ups, extend game play and increase slot revenues. Compatible with the GEN3 Evolution printer and the GEN2 Universal printer, as well as the CouponXpress printer and DRT redemption terminals, PromoNet can be installed as a closed-loop, stand-alone The GEN3 Evolution printer