I was at the Global Gaming Expo (G2E) all week and spent some time listening to casino loyalty panels. So, instead of another look at what you can expect to see at ZorkFest 2025 from Dec. 5-7 at M Resort, I’ll share some thoughts on why the TravelZork community and ZorkFest are important.
G2E is often known as the “slot conference,” where gaming manufacturers display their newest games for casinos to buy. That’s a big part of the expo hall, but there’s also an education segment where casino operators and consultants share their thoughts on the industry.
This is mostly a B2B conference, and I always feel like I’m intruding as a C (customer) and media outlet. It’s a little strange to hear how execs speak about customers without being offended, but I do my best.
While some loyalty reps only want to focus on “capital P” players (big spenders), others aim to be more inclusive while still rewarding their best players with the best perks. Neither approach is wrong; it’s just a different way to do business.
Here are some general takeaways from the two loyalty sessions I attended:
Casino Loyalty Is Far Behind Other Businesses
Casino loyalty programs are at least five years behind the most popular categories, such as airlines and retail. This isn’t groundbreaking news, and there are several reasons for it.
Casinos continue to cater to too many people, in my opinion (and partly in the opinion of someone on one of the panels). They don’t want to lose revenue from boomers and older Gen X, but they also want to capture the spending of millennials and older Gen Z.
This has been an issue for as long as I can remember, just under different names. These groups want different things from loyalty programs, and casinos still haven’t figured out how to be flexible enough to cater to both.
They should eventually, thanks to technology. More on that shortly.
While most are evolving, some casino loyalty programs are still operating like slot clubs from the 1900s, regardless of how they’re branded today.
Interestingly, it seems the current multi-tier structures are actually getting in the way of loyalty evolution. The first program to break through or change the structure will likely lead the next wave of casino loyalty.
Frankly, this is where there will be sweet spots to exploit for the TravelZork community, and where insights will be shared at ZorkFest.
Good News: This Won’t Change Quickly
There are definitely creative marketing people dealing with loyalty programs who want to be inclusive and cater to as many guests and players (they’re different groups). However, some are hamstrung by bureaucracy and outdated technology.
AI was a big topic at G2E because nobody in the business seems to know how to use it effectively yet. While it will eventually change marketing for both better and worse, that shift doesn’t seem likely to happen anytime soon.
I’m still learning practical uses for AI in my own life, but it clearly has the ability to analyze and act on multiple channels of data. Eventually, casino loyalty programs will be able to run sophisticated promotions for every customer that are well beyond what we see today.
That will likely minimize wasted offers on the least profitable customers and players (us). But for now, the tech companies and casino execs are nowhere near ready to make that leap.
Casinos have many revenue funnels, and not all are as connected as we think. Until every operator can link these channels, loyalty programs will remain behind those of more focused businesses.
Gambling Is Still Important
While most casino loyalty programs offer rewards for all spending, some casino marketers remain primarily focused on the most profitable gamblers. These are usually the high rollers.
There’s a reason casinos are refreshing their high-limit rooms. In fact, Cosmopolitan finally opened the long-rumored private gaming room at the top of the property.
While most casino loyalty programs offer rewards for all spending, some casino marketers are more concerned with gamblers. Not all gamblers. Just the high rollers.
Like most businesses, the top 20% of customers generate 80% of the revenue. Sorry, low- to mid-level rollers, you’ll eventually be squeezed out.
This isn’t new. I think I first wrote about this for TravelZork about 10 years ago, when Boyd announced that its B Connected program (now Boyd Rewards) would focus on its most profitable customers. This is still the case with Boyd.
Frankly, it makes sense for any business to prioritize its best customers. That focus should always leave exploitable holes for the sharpest customers, guests, and players.
Last year, Mr. TravelZork added gambling sessions to the ZorkFest schedule. He’s added even more this year, giving you a chance to learn how to maximize rewards from gambling. If you don’t have the bankroll to play, feel free to strike up a conversation with those who do.
Hosts Aren’t Dead Yet
Reports of the host’s demise may be exaggerated. There was a time when it looked like automation might make casino hosts obsolete.
It now seems that automation will simply change their job, making it more focused on the highest of high rollers. That makes sense, since these players tend to be the most demanding because they’re spending the most money.
There may be fewer hosts in the future, but there will always be a need for a personal touch when it comes to players who generate the most revenue. That said, mid-level rollers will probably have less access to hosts going forward.
How Casino Loyalty Could Change
It will likely be years before casino loyalty programs make any substantial changes. However, once they fully harness the power of AI-driven data sorting, they’ll be able to make very specific personalized offers to individual players instead of sending broad, blanket promotions.
One example discussed was the ability to know exactly when players visit and when they use their free play, then tailor individual offers around those habits. The same could eventually apply to dining, show tickets, and other experiences.
Right now, those offers are just sent out for wide date ranges and not specific days and times. I’m a creature of habit and often visit casinos on certain days and times. These jabronis will know way too much about my regular routines – for better and worse.
AI-driven targeting could be great, but it might also close some of the loopholes savvy players currently exploit. Again, that’s probably still years away.
Another topic was the potential for expanded partnerships, where purchases at outside businesses could also earn casino loyalty points. This already exists in limited forms through co-branded casino credit cards and a few external deals, but the idea would be to expand these opportunities across more properties.
There also seems to be room for some kind of tier evolution. It’s unclear exactly what that might look like, but it could work hand in hand with AI to better use all the available data.
The bottom line is that meaningful changes to casino loyalty programs aren’t coming anytime soon. Until then, ZorkFest and the TravelZork community will remain great resources for players looking to stay ahead of the curve.
Marc grew up on the mean streets of the South Bronx. He's the rare combination of Yankees and Jets fan which explains his often contrarian point of view. He learned about gambling at a young age working down the street from a bookie who took action on anything from the mainstream sports to the last three digits of the purse for certain horse races. Yeah, that's a thing. Today Marc is a freelance writer and social media consultant which allows him to work anywhere there's a wifi signal. This allows him to work from the sportsbook at Red Rock Resort or the food court at The Venetian where you’ll find fast and free wifi. Writing about steak, booze, gambling and Las Vegas is a tough job but somebody has to do it.