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by Craig Borowski,
Market Research Associate
Last Updated: August 27, 2015


Here's what we'll cover:

What Is Gaming and Casino CRM Software?
Common Features of Gaming and Casino CRM Software
Evaluating Gaming and Casino CRM Software

What Is Gaming and Casino CRM Software?

Gaming and casino customer relationship management (CRM) software helps casino managers monitor their most important asset: players. Casino CRM software focuses primarily on customer service and marketing. It allows managers to track the relative value of repeat customers, and then target specific promotions and rewards based on player potential and preferences.

Common Features of Gaming and Casino CRM Software

In addition to core CRM functionality, hospitality industry CRM software will include the following features that tailor it to the industry:

Analytics Perhaps the most critical functionality for a casino, analytical applications provide specific data on how games are performing relative to certain customer segments. They can also provide more general information on tables, players and game performance, as well as where the most revenue and profit is being generated.
Loyalty management By categorizing customers according to segmentation codes (“coding customers”), identifying customer segments, and measuring the value and opportunity within each segment, the casino can build a personal relationship with their VIP players while maximizing the profitability of their rank-and-file clientele.
Marketing campaigns If your customer spent all weekend at the blackjack tables, there’s no sense sending him a mailing about the craps table. Since the customer’s data is all being recorded, it’s easier than ever to create marketing campaigns targeted to specific individuals.
Hospitality integration Since most casinos are tied to hotels, connecting your gaming software to your other systems can vastly increase the efficiency of your operation. When customers make a reservation online, the information transfers directly to the front desk staff who check the customer in and issue a loyalty card. Then all of the customer’s preferences tie into future marketing efforts.

Evaluating Gaming and Casino CRM Software

There are a lot of factors to consider when selecting gaming software, but the usage plan is most important. When evaluating your gaming/casino software, start by considering the following questions:

  • Does your organization just need CRM, or do you require a system that can manage sales, marketing and support for other areas of the hospitality industry?
  • Does the software integrate with back-office legacy systems such as accounting to pull critical customer data for analysis and marketing?
  • Does your organization operate from one location or multiple locations? Does the software support deployment across multiple locations?
  • Are you using Twitter and Facebook to communicate with customers? Does the software have a tool to support that communication?

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