What is a ‘Loyalty Scheme’?
Also known as a loyalty system, the scheme is a reward structure created by the house to keep customers playing through a series of incentives that will differ from establishment to establishment. The scheme will be defined and clearly laid out, and often built on a loyalty point structure. This system/scheme is employed by a range of businesses, ranging from petrol stations to coffee shops. However, the rewards in a casino will often be greater and more impressive than simple discounts or a free chocolate bar.
‘Loyalty Schemes’ Explained
With competition on every street and alternative gambling websites being a mere click away, houses need more than good decorations/layouts to please players. Utilising basic human psychology, loyalty schemes are designed to keep players either striving for a reward goal or playing until they can raise their ‘reward points’ to a usable level, not wanting to leave any potential money or gifts unclaimed – by which time they may feel more comfortable with their surroundings.
Loyalty schemes are usually built on points that are accrued by spending certain amounts of money, placing specific wagers on certain games or other acts. Games with lower risks (such as 50-50 bets) are unlikely to offer large points or any at all, while ones with a higher risk factor will offer more than the average. The points will often be displayed as a numerical value, allowing players to see their progress grow with each act. Some houses will adopt a tier program into their system: these varying levels (sometimes displayed as bronze, silver, gold, platinum etc.) will open up greater rewards. In some cases, gaining the points required to access the top tiers can be a greater thrill than a financial payout.
The rewards will differ from house to house. Some will offer a free spin, while others may put a solid financial gift on the table. Within physical casinos, it’s not uncommon for big spending players to be given free drinks, food and even hotel rooms. While these spontaneous bonuses may not be a stated part of a point-based scheme, they still encourage loyalty. These kinds of rewards often go unstated as the average player cannot hope to achieve them, and having them on display may result in alienation.
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