Whatever Happened to the
Crumpled Tickets in the
Drawing Drum?
Presenters:
Linda Gordon, Director of Marketing, SCA Gaming
Joel Rovics, Corporate Director of Marketing, Gila River Casinos
Monday, January 26
11:15 am – 12:15 pm
Whatever Happened to the Crumpled
Tickets in the Drawing Drum?
Linda Gordon
Director of Marketing
SCA Gaming
Monday, January 26th
11:15 am – 12:15 pm
Managing Expectations
Managing the expectations of your customers with regard to any promotion, is
a full-time job. The rest of your 36-hour day; operational concerns, supervising
staff, controlling costs, marketing, communication, and last but not least, Profit
– all need your attention.
• Know your customer
• Utilize the relevant automated tools at your disposal for your campaign
• Create communication channels that are not labor-intensive
• Commit your resources where they will do the most good
Anniversary Celebrations
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Guests who spin the virtual promotion reels and get
three anniversary logos will win $1,000,000 cash
Additional Free Play prizes ranging from $500 to $1,500
and guaranteed cash prizes of $2,500 and $5,000 at each property
Drawings every hour on April 26 at DDT from 4pm – 9pm
Drawings every hour on April 27 at DDS from 1pm – 6pm
(30) winners per property
(6) total drawings per property
(5) winners per drawing per property
Paper entry tickets available (3) hours before each drawing at each property
Entries based on card type
Diamond = 4 per day, Gold = 3 per day, Silver = 2 per day, Classic = 1 per day
Guests can win more than once
Desert Diamond - Results
Quick Facts (Drawing Days Only)
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2,145 Total Participants
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Slot Coin-In increased 13.8% year over year
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Casino Headcounts increased 11.6% year over year
•
Table Games Drop increased 32.2% year over year
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New Membership Sign-Ups increased 59% year over year
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Avg ADT per participant increased 21% the day of the drawing compared
to their 3-month average
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Avg Carded Play increased 5% year over year
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We exceeded our Slot Coin-In Goal by $1,108,025
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We exceeded ALL of our pro forma goals for this promotion
Virtual Drawings
Goals – immediate, ongoing
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Drive visitation to the property on targeted dates
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Increase play in specific gaming areas
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Create lift in your ROI
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Promote player engagement in casino offers or social sites
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Collect valuable customer data
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Generate efficiencies to remove transaction demands from the players club,
allowing team members to focus on the customer experience
Acquisition > Engagement > Retention
Swipe To Win
*2 Month Promotion *Qualified players could play twice per day
Virtual Bingo
MegaDraw with Scratch Card
Apps
Tweet To Win
New Venue - Online, On Property
Online
Tournament
Thank you.
Linda Gordon
Whatever Happened to the Crumpled
Tickets in the Drawing Drum?
Joel Rovics, Corporate Director of Marketing,
Gila River Casinos
Monday, January 26
11:15 am – 12:15 pm
Wild Horse Pass Hotel & Casino
Swipe & Win Takedown
Invited Guests go to Kiosk to play
Swipe & Win to win $5 - $75
in Free Bonus Play
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Free Bonus Play is loaded directly onto the guest’s card, allowing them
the freedom to go about their gaming day once they play the game (no
lines at Players Club).
The instant win component of this promotion made it popular with
guests.
Wild Horse Pass Hotel & Casino
Million Dollar Derby II
Winners play to win
$150 - $1,100 in Free Bonus
Play and $1,000,000 in CASH!
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(9) Winners drawn, allowing for their assigned horse and horse race to
be displayed on the casino floor and seeing which prize they were
awarded by watching how their horse placed.
Guests check in for drawings at the kiosk 1 hour prior to drawing and
earn bonus entries by playing a game at the kiosk each day (excluding
drawing days).
Not only did the large dollar amount of the prize make this promotion
popular, the game itself drew excitement and energy on the floor.
Lone Butte Casino
Boomer Breakfast
Guests 50+ play a Swipe & Win
for $5 - $100 in Free Bonus Play!
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Guests also receive a script to take to Cascades for their
continental breakfast.
Free Bonus Play is loaded directly onto the guest’s card once
they play the game.
Participation/numbers have been increasing and feedback is
positive from these guests who participate.
Lone Butte Casino
Royal Riches
Guests have a chance
to win $25,000!
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Guests check in for drawings at the kiosk 1 hour prior to drawing, while
earning bonus entries by playing a Swipe and Win game at the kiosk
each day (excluding drawing days).
Drawings held virtually, winners are shown on TVs around the casino
and announced on the floor.
This card-based game gives players the chance to make pairs,
straights, full house or Royal Flush for prizes, and is one of the Casino’s
most popular and requested promotions.
Lone Butte Casino
Punchout
Guests have a chance
to win $500,000!
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One (1) contestant will be drawn every hour to play the Punchout game
board. Each contestant will punch out three (3) spaces, one at a time,
from a display of thirty (30) spaces to reveal game pieces ranging from
$100 - $2,000.
Should the sum of the three (3) game pieces selected equal the amount
of $5,000, the contestant will be awarded the top prize of $500,000 in
cash, payable by SCA Entertainment, LP.
This interactive promotion was fun for the guests as each contestant put
on the boxing robe and boxing gloves to punch out the game slots to
reveal their prize.
Vee Quiva Hotel & Casino
Free Bonus Play Blowout
Invited Guests go to Kiosk to play a
basketball themed game to win
$20 - $1,000 in Free Bonus Play
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Any Players Club Member earning 150 points plays a basketball themed
game at the Kiosk to win $20-$1,000 Free Bonus Play.
Free Bonus Play is loaded directly onto the guest’s card once they play
the game; they do not need to go to the Players Club at all.
Promo frees up lines at the Players Club, guests like the larger amount
of Free Bonus Play and the fact that the Free Bonus Play is loaded
directly to their card.
Vee Quiva Hotel & Casino
Double Up Your
Free Bonus Play
An Earn X get Y promotion
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Database pre-loads $5-$75 in Free Bonus Play (based on tier).
Guest earns 50 points and goes to the kiosk to receive an additional
$5-$75 (based on tier) in Free Bonus Play.
Free Bonus Play is loaded directly to card from the kiosk, guest can
see how many points they have earned on the kiosk to determine if
they need to earn more points.
Guests enjoy the opportunity to get something back when they earn
points. Lower tier players have played up in order to reach the point
threshold to earn more Free Bonus Play.
Vee Quiva Hotel & Casino
The Great Turkey Cash Grab
Winners played the claw game to select a
stuffed turkey with CASH prizes attached!
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Guests check in for drawings at the kiosk 1 hour prior to drawing.
Guests earn bonus entries by playing a game at the kiosk each day
(excluding drawing days).
Drawings held virtually, winners are shown on TVs around the casino
and announced on the floor.
Promotion was a hit with guests because entering was so easy at the
kiosk – no lines to print entries. Plus, the random number generator
selected winners, eliminating the opportunity for fraud.
Q&A