Cash, Credit, and Comps

What is your gambling style? Most people fit on a spectrum between the following extremes:

Hit-and-run : This person likes to wander around a casino and change tables or machines often. Three or four consecutive losses is a signal to move on down the road. Casino hopping is also popular with this kind of gambler. It's MGM in the morning, Bally's in the afternoon, and Caesars at night.

Long-haul : Gamblers of this variety sit down at a table or machine and don't move for hours. They only stop when they've reached a win limit or loss limit.

Casinos prefer long-haul customers because they tend to lose more (they won't stop during a losing streak) and they stay at one venue. All casino financial and marketing systems are designed to encourage long-haul players. They're referred to in the industry as being "casino-oriented."

Long-haul customers get the perks and complimentary rewards (called comps). Hit-and-run players get a friendly smile and the bill for dinner. Red carpet treatment is offered only when a player demonstrates that he or she is casino-oriented.

All customers, including high rollers, are held to this standard. Comps are not an enticement. They are a compensation for allowing the casino a shot at your money.

Should you encourage this relationship? How will it affect your approach to the games? Financial and practical issues like using credit and the length of your session can get all wrapped up with casino marketing issues. Sorting it out and explaining how the casino comp system works is what this chapter is about.

casino financial and marketing systems

a casino starts