Jul 30th, 11:30 AM - 12:30 PM
Estimating the Impact of Free-Play Coupons Value on Players' Slot Gaming Volumes
This study reports the results of a field experiment that assessed the relationship between free-play coupon value and a player’s slot wagering volume. Customers in the player database of a Las Vegas hotel casino were assigned to either a $50 free-play incentive (control offer) or a $100 free-play incentive (experimental offer). Results indicated little effect of free-play coupon value on slot gaming volumes. Furthermore, the estimated net cash flow per player by coupon value indicated that a $50 incentive was more profitable than a$100 offer. These findings imply that a higher incentive value is not necessarily more effective than a comparable lower incentive value in increasing a player’s slot gaming volume and coupon profitability.