Know When to Hold Them: Applying the Customer Lifetime Value Concept to Casino Table Gaming

Lisa Watson and Sudhir H. Kale

International Gambling Studies, 2003, vol. 3, issue 1, 89-101

Abstract: This article considers the impact of relationship marketing in the casino gaming industry. It illustrates how 'customer lifetime value' (LTV)--the estimated profitability of a customer over the course of his or her entire relationship with a company--can be uniquely and successfully applied to improve casino profitability. Findings indicate that increasing customer retention rates for prime customers and upgrading middle-tier customers to higher-volume betting tiers can both significantly increase long-term casino profits. Implementation of such a strategy also reduces a casino's reliance on the high-risk 'junket' segment for achieving targeted revenues and profits.

Date: 2003
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Citations: View citations in EconPapers (3)

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DOI: 10.1080/14459790304587

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International Gambling Studies is currently edited by Katie Donnelly, David Marshall, Bronwyn Stuart, Alex Blaszczynski and Jan McMillen

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