Casino uses gamification to enhance loyalty program

Tools

Industries of all kinds are deploying gamification projects to train employees or engage customers, and the gaming industry is no exception. For Boyd Gaming Corp., a national casino operator, it was only natural to incorporate gamification tools into its customer loyalty program, reports InformationWeek's David F. Carr.

Boyd's loyalty website offers game-like components that award customers points for sharing links or reserving rooms online. With enough points, customers can enter drawings for prizes, such as free rounds on the slot machine or treatments at the spa. Boyd, which owns and operates 17 gaming properties in six states, saves money when rooms are booked online rather than over the phone.

Free stuff isn't the only incentive for Boyd's gamers to use the loyalty program. The casino operator knows well how much status can motivate people. In the casinos, the color of a player's card--ruby, sapphire or emerald--denotes advancement, and the online loyalty program awards status symbols in a similar way.

The gamification components come from Gigya, which provides a software-as-a-service package of social software tools. The vendor's products have also been incorporated in the websites of Pepsi and Comcast SportsNet.

For more:
- see David F. Carr's article at InformationWeek

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