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Establishing Player Loyalty Takes More Than Sending Offers Through Direct Mail

Perhaps the most important place you can concentrate your efforts to elevate your brand to the fullest extent is your Player Club. A well-positioned club can be your most powerful acquisition tool and your strongest weapon in the competitive battle ground for market share. Presenting your club as a value proposition to players and potential players is an ongoing work in progress. Balancing between loyalty strategy, acquisition strategy and strategy to maximize incremental play from your known players (at a favorable return on investment) requires a fine pointed plan with constant course correction centered with insightful analyses.

If you have ...


Free Play - Is it Free?

As each machine/player tracking manufacturer brought their version of free play to the industry the question of how to value free play became a topic of debate from marketing departments to the financial side of casinos. Many casinos thought free play was exactly that — free — and to this day we run into many marketers who still don’t grasp the intrinsic cost of free play.

MAKE NO MISTAKE – FREE PLAY IS NOT FREE. If you really think about it Free Play is a replacement for the cash coupons we sent to players, through direct mail, prior to the advent ...


Free play is a dangerous thing in the wrong hands

Max Rubin chronicles the problems Las Vegas created for itself in his “tell all” book entitled Comp City about how to get casino comps. In a nutshell, players were comped based on buy-in - not play - leading to tremendous losses in the industry because players figured out all they had to do was buy-in at exorbitant levels, not play at all if they so desired, then cash out – the comps would roll in.

Most of us in the gaming industry are aware of the bus tour disaster created several years ago in Atlantic City when the casinos found themselves in a ...


Enjoy a Personal Demo of Kaleidoscope at G2E 2016

SMP Communications Corp. will be setting up personal demos of Kaleidoscope at the upcoming G2E convention in Las Vegas. Kaleidoscope has been embraced with open arms by the casino industry and has continued to contract with properties both large and small.

Kaleidoscope provides operators with the most relevant, player-generated information available to the industry. Media buyers, entertainment planners, analysts, direct marketing strategists, and marketing and operations execs are using Kaleidoscope to shape sharper strategies than ever thought attainable. Beyond the face value of real player preferences, tied to their player value, Kaleidoscope actually generates revenue through the "Offer Expiration" feature ...


NIGA – A Time for Reflection

As always it was good to see old acquaintances and make new ones at the NIGA Trade show last week in San Diego. Congratulations to Chairman Stevens and his staff for another well-organized event.

It doesn't seem possible; the IGRA was passed almost 25 years ago – and what a journey it has been. SMP started in Indian Gaming in 1995 when many casinos were temporary and many state compacts were still in an "up in the air" state. Look at the progress - from coin slots in the games to a world lead by dynamic, seemingly almost daily technical advances ...


Port Gamble S’Klallam Tribe Announces Plans for an All-New Point Casino Facility

Project, which includes new amenity additions and sustainable construction, slated to begin late Summer 2011


For more information contact Scott Laursen at 360.621.3461

The Port Gamble S’Klallam Tribe has announced plans to construct a brand new facility to replace the existing Point Casino. An official groundbreaking ceremony is scheduled for Monday, August 15, 2011 at 10 a.m. at The Point Casino, which is located at 7989 Northeast Salish Lane in Kingston.

Construction on the expansion will begin late summer 2011 with project completion expected during the first quarter of 2012.

"The Point Casino is a vital business and this is an important step in nurturing its growth," said Jeromy Sullivan, Chairman ...


Kaleidoscope marks its six year anniversary at G2E 2016

SMP Communications Corp. will be setting up personal demos of Kaleidoscope at the upcoming G2E convention in Las Vegas. Kaleidoscope has been embraced with open arms by the casino industry and has continued to contract with properties both large and small.

Kaleidoscope provides operators with the most relevant, player-generated information available to the industry. Media buyers, entertainment planners, analysts, direct marketing strategists, and marketing and operations execs are using Kaleidoscope to shape sharper strategies than ever thought attainable. Beyond the face value of real player preferences, tied to their player value, Kaleidoscope actually generates revenue through the "Offer Expiration" feature ...


NIGA Show opens to Great Expectations

See you in San Diego April 8th and 9th!

The “Who’s’ Who” of Indian Gaming will descend on San Diego, April 6th through the 9th for the National Indian Gaming Association (NIGA) convention. In attendance will be over 500 exhibitors showcasing their ideas and products to well over 5,000 attendees. And, with over 200 tribes represented from 49 States, six countries, and seven Canadian provinces, this years show promises to be the biggest and best yet!


Nevada Gaming Stocks Improve in March

LAS VEGAS, Nevada -- Nevada's largest publicly traded gaming stocks performed much better in March. Just two companies in the Applied Analysis Gaming Index showed declines in average daily stock prices as compared to January and February, when seven of the ten index companies saw price drops.

The companies posting lower prices in March are gaming manufacturers, rather than resort operators. International Game Technology's average daily share price slipped 3.1 percent, from $17.99 to $17.44, while Bally Technologies' price fell 2.1 percent, from $40.08 to $39.22.

The rise in the gaming index rose ...


SMP announces new relationship with revolutionary player portal technology

SMP Communications has announced a new partnership with the Kaleidoscope Network. Kaleidoscope is a new, proprietary software and gaming relationship program that provides casinos with a dynamic tool to interface and grow their player relationships. SMP plans to assist Kaleidoscope in their projected 2Q 2010 rollout to the industry.


U.S. commercial gaming shows slight decline of less than 1%

A report released today by Casino City Press, notes that 2008 gaming revenue in the US declined by 0.92 percent, for a total of $91.58 billion. The report shows that casino and card room gaming accounted for 47% of total North American gaming revenue, lotteries for 23%, tribal gaming for 26%, and race and sports wagering for 4%. Additionally, revenue for tribal gaming and lotteries grew slightly at 1.6% and 0.89% respectively, while all other sectors declined. The largest decline of 5.07% was seen in race and sports wagering.


New Slot Technology unveiled at G2E provides surprises

This year’s offerings raise the bar on fun and interactivity

At the just completed G2E Convention and Show in Las Vegas there was plenty of new and exciting ideas to get jazzed about. From large, vibrant touch-screen displays that feature streaming video, animation and simulcast sporting events, to multi-station machines that allow players to “team-up” in their favorite casino; the slot business is growing in leaps and bounds to push gaming frontiers never before realized. Cashless terminals and new security systems were also prominent products being touted as the “next wave” of new technology for the ever-popular slot segment.

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