The player lost 10 million tonight. The host wants approval for flights and accommodation worth 2 million. “The player has already lost a lot” is not a valid budgeting method. The actual loss is the casino's cash result for one period. A casino comp budget should...
The theoretical hold is 8%. This month's actual hold is 4.9%. Does the machine have a problem? Possibly. But no responsible conclusion can be reached before checking wagering volume, game mix, jackpot outcomes, meter accuracy and the mathematical variance of the games...
On a mixed casino floor, a table player sitting at a slot machine can mean several different things. The player may be replacing table play, extending the visit, waiting for a preferred seat, taking a break after a volatile roulette session, or simply responding to a...
A casino campaign can increase visits, carded play and even gaming revenue while still destroying value. The problem is that most reports describe activity, not incrementality. They show who redeemed an offer and how much those players wagered, but not what would have...
A casino should not hire a consultant simply because performance is disappointing. It should hire one when a clearly defined decision or operational problem requires independence, specialist knowledge or temporary capacity that the internal team cannot provide...
Effective casino marketing is not a collection of promotions. It is a management system that decides which customer behaviour the property wants to influence, how much it can invest, what experience it will deliver and how the result will be measured. Without that...
A casino can collect millions of player transactions and still misunderstand its customers. The problem is rarely a lack of data. It is the difference between what actually happened, what the system estimated and what staff failed to record. This distinction affects...