How the Right AI Can Expand the Casino Player Experience

Most casinos aren’t fully embracing AI, and, in turn, they’re missing opportunities to take care of their existing players and outpace their competition. Unrealized potential awaits—from enjoying the benefits of a true attribution channel to delighting players with randomized rewards and sending hyper-personalized communications. These opportunities are ripe for the taking when casinos transform their mobile apps with AI.

Embrace a true attribution channel for digital efforts.

A key advantage of AI is that it allows for a true attribution channel for your casino’s digital efforts. With traditional digital marketing, your casino might be able to make some assumptions by following click-throughs. Still, you can’t conclude that a social media post led to a player spending two hours and $240 on your property. When you combine your casino’s mobile app with AI, however, that kind of true attribution becomes possible. For the most part, if your player interacts with a push notification and then breaks the geofence to be on your property, you have true attribution—and that’s just the beginning of what’s possible.

Apply the psychology of randomness.

It’s no secret that reward program incentives and discounts are great tools to enhance the customer experience, and when you randomize those rewards with AI, the benefits are even greater. If your customer knows they’re going to get a reward on every fifth visit, it may feel great the first time. It’s okay the second time. Eventually, however, it becomes an expectation and no longer feels special.

For your true attribution channel to be most effective, you have to embrace the psychology of randomness—the idea that your guests will feel extra special when they receive an unexpected reward at an unexpected moment. The surprise makes it special. With the right AI, you can optimize your rewards program to randomize rewards and enhance your players’ experience.

Another way to use AI to surprise and delight your players is through a message LighthousePE calls the turnaround signal. This allows you to mitigate visits to competing properties. When your player breaks the geofence around your competitors’ casinos, you can prompt them to visit your casino instead. For example, you can send them a push notification giving them $50 in slot play at your casino, valid for the next two hours. The AI randomizes the turnaround signal to send it to players on the second or seventh or fifth competitor visit. If each player changes their behavior once or twice, the additional revenue adds up quickly.

Communicate with hyper-personalized messaging.

Casinos can use AI to transform their mobile app from a utilitarian tool to a hyper-personalized two-way communication channel. Casinos can enhance their players’ experiences with unique, relevant surprises customized for the individual at scale by personalizing random rewards sent through a true attribution channel.

Currently, the casinos that use their mobile app as a digital marketing communications channel generally do things like share weekly promotions with all their players through a push notification. They may target players who meet select criteria to narrow their audience to a cohort, but that’s not true personalization.

Using AI, your casino’s mobile app is no longer just a place for players to check their points or see current promotions. It becomes a way to communicate and track both implicit and explicit behaviors. LighthousePE allows you to communicate with your players on their own terms, share relevant information at optimal times, and tap into their motivations. When players act on a turnaround signal, for example, casinos can take the personal touch further using their location to assign a host to personally greet them upon their arrival at your property. It’s specific and relevant to that player and no one else—true personalization.

Keep your players coming back for more with LighthousePE.

Your existing players are your most valuable players. Not only is it less expensive and less time-consuming to get a player who already loves your casino to spend a bit more time and a bit more money than it is to generate a new player, but you’ll also benefit from word-of-mouth marketing. When you keep your most dedicated players happy, they quickly become your greatest advocates.

When you employ an AI mobile app marketing platform, it’s easier to keep the players that love you coming back for more by mitigating competitive visits, surprising and delighting players with random incentives, and fostering loyalty with hyper-personalized connections.

If you’d like to learn more about LighthousePE, contact me at [email protected] or book a time to speak with me.