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- Title
Estimating the Effect of Poker Room Promotions on Player Traffic.
- Authors
Paz, Michael T.; Sher, Mikhail M.; McCullough, B. D.; Zarin, Shabnam
- Abstract
This paper examines the impact of poker room promotions on player traffic in casinobased poker rooms. Casinos regularly spend significant portions of their marketing budget on promotions, including free-play, item-based offers, complementary hotel rooms, and travel reimbursements (among others), in an effort to drive casino traffic. Poker room promotions, by contrast, are unique within the context of casino promotions because they are both player-funded and paid in cash. Despite these significant differences between poker room and other casino promotions, prior research has not provided empirical evidence on the effectiveness of poker room promotions. Using collected data on casino-based poker games and poker room promotions over an eight-month period, we present an analysis investigating the impact of common types of poker room promotions on player traffic. Our research demonstrates a consistently strong positive effect of poker room promotions on player traffic. This research offers a number of important insights not only for the gaming industry, but also for other industries which make use of a variety of promotion types (e.g. retail, hospitality and tourism, etc.).
- Subjects
POKER; SALES promotion; POKER players; CASINO marketing; CASINOS; GAMBLING industry
- Publication
UNLV Gaming Research & Review Journal, 2022, Vol 26, Issue 1, p45
- ISSN
1531-0930
- Publication type
Article