A large midwestern casino's monthly mailer segmentation had not changed in 5 years - the
management team was eager to make changes to the primary retention program and identify
new criteria that would better incentivize gaming activity from a core audience of the property.
The casino also wanted to implement changes to the monthly mailer program in a way that would minimize player disruption to the proposed
Casino Science provided recommendations on changes to the monthly segmentation framework by altering the in/out market definition and adding a theoretical component to the audience selection process.
Casino Science proposed a testing methodology using a control/test group framework to evaluate the effectiveness of the proposed changes.
The company supported the operational delivery of the experiment and incremental rollout of the new mailer segmentation program.
The recommended criteria changes to the monthly mailer produced a 13.6% increase in the redemption rate and a 34.9% improvement in the average monthly Theo.
Free play liability used in the program was ~9.2% lower.