Gwynne, S. C. “How Casinos Hook You.” Time. Time, Inc. 17 Nov 1997. Web 17 Nov. 1997.
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S. C. Gwynne writes about the problems that casinos are in their competition for players. The markets are saturated and the gaming companies are competing for the serious gamblers. The casinos are building databases on their customers and marketing to specific consumers. One example of the innovative technology being used is a card that will record a player’s wins and losses. The player accumulates points like frequent-flyer miles, and he can redeems them for rooms or meals or even cash. Casinos are building databases not only to record their customers’ information, but also to get customers from other marketing lists. The gambling industry has been accused of targeting gambling addicts. Of course they deny this, but that is the downside of the casino business. The new technology is being used by casinos to lure customers, but S. C. Gwynne asks if that is a good thing.
This article will help the reader understand how the casinos compete for their customers. One company issued its own Visa card that gives points for a percentage of the customer’s purchases. This card gives the casino a record of the customer’s gambling habits and what he buys. Gwynne gives the illustration of a woman who had lost thousands of dollars on a casino riverboat. When she quit cruising, the casino sent her invitations to parties and get-togethers to lure her back. The woman was a compulsive gambler, and she was trying to break her addiction. This article gives the reader an insight into the lengths the gaming industry will go in order to bring in customers.
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