Profiling Loyalty Program Customers in the Gaming Space

Believe it or not, the average casino has approximately the same number of surveillance cameras installed inside of it as most medium-sized towns. Every square inch is covered by multiple viewing-lenses inside modern casinos. Whenever gambling is involved, details are viewed and reviewed from dozens of separate angles to make sure everything is being carried out in a professional manner. Now, you might think that all of this beefed-up security if for catching criminals, and for the most part you’re completely right. Those security feeds are used for something else equally as important, however; it is how casinos profile their customers for loyalty programs. So what does loyalty programs have to do with profiling, you ask? Great question…we have no idea.

Just kidding, of course we know why gamblers are studied under a microscope from a hundred different viewpoints. Besides the obvious reasons, gaming franchises like to keep a careful watch on their consumers because they are actively on the lookout for a certain type of gambler. The people behind those cameras are searching for gamblers that have a certain composure, that bet the right amounts, and that act with just enough class to make the casino believe that they’ve finally spotted the rarest of species to enter the gaming floor…the whale.

Finding High Rollers

Most gamblers that are considered to be true VIP’s do not gamble for money; they have more than enough assets to live out the rest of their lives without earning another penny. They look at winning and losing from an entirely different perspective because gambling for them is about the roll of the dice, the flip of the card, the unpredictable result that can come from a sudden lucky roll of the dice. For the rich, sophisticated gambler it is the equivalent of jumping out of an airplane or diving with the sharks; it is a momentary rush that they can not find anywhere else on Earth.

Casinos know that this type of customer is extremely rare, simply because their competitors will do everything possible to keep him hidden from the world. The competition to land these types of clients is what put casinos in Las Vegas on the map, so you’d better believe that the loyalty rewards extended to true high-rollers is nothing short of extraordinary. The key is spotting these types of betters as quickly as possible so that a welcome offer can be extended; it is usually a significant one as well.


Of course, profiling is also used to verify loyalty program rewards as well. If a higher-tiered customer is spotted betting at a five dollar blackjack table, for example, then the casino will likely inform him that they will have to reduce his comp rate before he leaves to return home. The same goes for gamblers suspected of counting cards, switch betting amounts, making strange eye contact, or make routine trips to the bathroom; it signals that something may not be exactly as the player makes it seem.

Traditional casinos give away millions of dollars in merchandise, hotel stays, and other perks over the course of a year so they are always double-checking to make sure that their gifts are given to the proper candidates. It is sometimes difficult to tell exactly what they are looking for; some professional gamblers are readily accepted at almost any casino while others are banned across the globe. Even though neither of them appear to cheat when you watch closely…casinos obviously see something in one player and something else in the other.

Keeping the Staff Honest

Staff members are also closely watched inside casinos due to the nature of the business. Think about it, the average casino employs thousands of people that make $3-10 per hour, with the vast majority of their salaries coming from player tips. Every day players try to convince dealers to help them cheat, to lie about their betting amounts, or to help unravel some other type of scam that would give them money or an undeserved hotel comp, In most cases the dealer is caught and terminated on the spot, but that doesn’t mean that the problem is anywhere near being solved for management. As long as casinos continue to give away big money in loyalty rewards, there will be both players and staff members that try to abuse the system.