Engaging all players through identical promotional vehicles and loyalty tactics is no longer an effective strategy. An average casino generates a disproportionate amount of revenue from a relatively small base of core VIP players with a high coin-in play. These players must be segmented and treated differently from the overall base. Segmentation and concentration in the loyalty program is critical in a competitive market. By capturing data and analyzing a property’s psychographics to customize a program, a casino will boost spend....