The ever-present slot club card of many jurisdictions is not as commonly found on Asian players. Reluctance on the part of many to identify themselves as well as a general unfamiliarity with the technology and its procedures has undermined the success of the concept in this region. In reality, Players’ Clubs offer as much value to the consumer as they do to a casino marketing department. This session discusses the finer points of establishing a player tracking program and offers solutions for overcoming the challenges of doing so in the Asian market.

Presenter:
Sudhir Kale, Ph.D., Professor of Marketing, Bond University