NZ526755A - Multi-tiered comps promotion with accumulated comps and delivery by mail - Google Patents

Abstract

Whether a patron of a gaming enterprise qualifies as a "high value" patron is determined in accordance with the patron's average expected activity during a particular time period. "Comps" are awarded to the patron based on the patron's average expected activity if a patron is determined to be a high value patron, or based on the patron's accumulated expected activity otherwise. The method is implemented by computer.

Description

52 6 7 5 S MULTI-TIERED COMPS PROMOTION WITH ACCUMULATED COMPS AND DELIVERY BY MAIL Background Field of the Invention

[0001] The present invention relates generally to administering a multi-tiered comps promotion, and in particular to enabling low value patrons to earn comps based on an accumulated activity and to providing them with an alternative delivery scheme for those comps.

Background of the Invention

[0002] Commercial enterprises use various methodologies to evaluate their customers. For example, an enterprise may value its customers based on the amount of revenue the enterprise is likely to make from the customer's commercial activity. Identifying customers that generate more revenue for the enterprise allows the enterprise to identify and target those customers for fostering close relationships with them. Enterprises seek to retain these valued customers by keeping them loyal to the enterprise, which is often accomplished through special offers and deals. To achieve this, many enterprises offer promotions or other programs in which patrons earn value v that can be redeemed for goods or services. Such systems are found in many industries, including frequent flyer miles offered by airlines and points offered by many credit card companies.

[0003] Complimentaries (commonly referred to as "comps") are used for example in casino environments to increase customer traffic and stimulate specific customer behaviors. From a casino's perspective, the value of the casino's patrons, or players, is often based on each player's gaming activity, for example, time gambling, average and total bets, coin in, and other measures of gaming volume or rate of play or value thereof. Casinos often classify players by a rating that is based on their gaming activity, offering the players special promotions and other offers to the players according to each player's rating. For example, a player who bets with sufficient frequency and at a sufficient denomination is offered comps, which the player can then redeem for goods, services, or additional play funded by the casino. This creates incentives for the player to play at the same casino to develop his rating, thereby increasing the comps and other special promotions received. The casino benefits from the player loyalty that such a comps promotion creates.

[0004] Basing existing comps promotions on each player's rating has certain advantages and disadvantages. Typically, the formula for providing comps to a player is related to the casino's theoretical win (or "theo") in view of the player's betting activity, which may include the time spent playing, the amount bet, and the type of game played. In such a system, some players may not have a sufficient rate of play to earn enough comps to redeem anything of value. In addition, the casino may set eligibility criteria — such as a minimum average daily theoretical win — that a player must achieve before the player may earn comps. Although this provides a comps system for the high value players, it leaves behind the low value but frequent players who may not qualify to earn comps. While each individual low value player may not be as valuable as a high value player, the low value players as a group are likely very valuable to the casino — perhaps even more than the high value players. In addition, low value patrons may be very profitable based on their high frequency. Therefore, it is desirable to allow these low value, frequent players to participate in a comps program, thereby fostering brand loyalty in this group of patrons as well.

[0005] In addition, the administration of a comps promotion draws on the resources of an enterprise, such as personnel time and physical space. In particular, players are often provided with their comps (e.g., in a paper or other physical manifestation for later redemption) at one or more customer service stations throughout the casino. Allowing more players to participate in a comps promotion might thus have a negative impact on the enterprise's resources, such as longer lines at the customer service stations. The resulting longer waiting times for players to receive their comps diminishes the overall customer experience and subtracts from their time spent playing (i.e., generating revenue for the casino). Specifically, allowing low value players to participate in a comps program is likely to impact the service provided for the high value players at the customer service station. Accordingly, it is further desirable to minimize the negative effects that can arise from increased participation in the comps programs.

Summary of the Invention

[0006] To increase potential customer participation in one or more comps promotions, the present invention enables an enterprise to conduct a multi-tiered comps promotion at one or more locations of the enterprise. A multi-tiered comps promotion allows two or more groups of patrons to earn comps based on their gaming or other activity in connection with the enterprise. In a multi-tiered comps promotion, patrons are classified into one of two or more groups based on their activity, where each group corresponds to a tier. These different tiers of a comps promotion allow the enterprise to generate comps differently for patrons in each corresponding group. In each tier, the customer's value is computed with a tier-specific rating formula. In one embodiment, comps for a high value group are generated based at least in part on each patron's average expected activity, and comps for a low value group are based at least in part on an accumulated expected value. Advantageously, this allows the enterprise to offer different levels of incentives to different patrons according to their group classification. By offering comps promotions (or tiers thereof) that are appropriate for different types of patrons, the enterprise can include more patrons in and expand the effectiveness of its incentive programs.

[0007] In one embodiment, the patrons of a casino or other gaming enterprise are classified according each patron's average expected activity. In one aspect of an embodiment, a patron's average expected activity is related to the casino's expected revenue from the patron, or theoretical win. Patrons whose average expected activity exceeds a threshold average expected activity are considered high value players and are classified in a first group. Patrons in this first group are awarded comps based on their average expected activity (e.g., their daily theoretical win, or an average daily theoretical win over a trip or a predetermined number of days). Patrons who are not eligible for the first group are classified in a second group. Because the second group of patrons are not high value players whose average expected activity would typically lead to significant comps, these patrons are awarded comps based on an accumulated expected activity over a period of time (e.g., their daily theoretical win summed over a month). Although patrons in the second group will typically not earn as many comps as those in the first — as they are not high value players — they have the opportunity to participate in a comps promotion by accumulating their activity, which would otherwise not qualify for comps in a standard comps promotion.

[0008] In addition to classifying patrons based on their average expected activity in connection with casino gaming, patrons may be additionally or alternatively classified based on other commercial activity, including lodging, dining, attending an event, and purchasing. This allows flexibility in the enterprise's calculation of the value of each customer to the enterprise.

[0009] In another aspect of a preferred embodiment, players receive their comps differently according to their classification (in a particular tier or group). In one embodiment, the patrons in a first group (e.g., a high value group) receive their comps at one or more customer service stations throughout the enterprise. This allows these patrons to receive their comps in the same location they comps are earned. This method is desirable for example for patrons who play a sufficient amount to earn comps during a single session or trip, as they will likely desire to use their comps earned during the session or trip. To avoid congestion at the customer service stations caused by servicing both high and low value patrons, low value patrons in a second group receive their comps through the mail. This method is sufficient for patrons who earn comps based on an accumulated expected activity, as they will likely save up comps earned from a number of visits. Patrons in the second group are not likely to use their comps earned during each visit because their average expected activity is less likely to lead to sufficient comps in a single visit. By delivering these comps in the mail, low value patrons do not compete with high value patrons for resources at customer service stations, thereby ensuring that high value patrons receive priority and personalized attention.

[0010] Accordingly, this multi-tiered delivery of comps coupled with the multi-tiered comps generation effectively balances the benefits of including more patrons in incentive programs with the demand on an enterprise's resources for conduction such incentives programs.

Brief Description of the drawings

[0011] Fig. 1 is a process flow of an embodiment of a multi-tiered comps promotion.

[0012] Fig. 2 is a state diagram depicting the interaction of a patron with an embodiment of a multi-tiered comps promotion.

[0013] Fig. 3 is a block diagram of an embodiment of the system at an enterprise level.

[0014] Fig. 4 is a block diagram of an embodiment of the system implemented at a location or property of the enterprise.

Detailed Description of the Preferred Embodiments

[0015] Fig. 1 shows an overview flow process of a multi-tiered comps promotion, which allows an enterprise to reward both high and low value customers. Before participating in the comps promotion, patrons of the enterprise register 10 their personal information with the enterprise for identification purposes. Once registered, patrons engage 14 in commercial activity in connection with the enterprise, which the enterprise preferably tracks using a management system (described below). In one embodiment, the enterprise classifies 18 patrons according to their average expected activity and/or other commercial activity associated with one or more of the enterprise's locations. Patrons with a sufficient average expected activity (e.g., measured against a predetermined threshold) are high value patrons, whereas patrons with lower activity are low value patrons.

[0016] Based on each patron's average expected activity, the enterprise awards comps to the patrons according to a scheme that depends on their classification. In one embodiment, patrons with a high average expected activity (i.e., high value patrons) are classified in a first group and are awarded 22 comps based on this average expected activity. Patrons who do not qualify as high value patrons are awarded 38 comps based on their accumulated expected activity. Although a comps promotion having two tiers is described, it is within the scope of the present invention to conduct a comps promotion having any number of multiple tiers, wherein patrons in each associated group are awarded comps according to a rating formulation specific to their group.

[0017] In another aspect of a preferred embodiment, high and low value patrons are issued their awarded comps separately. High value patrons request 26 their awarded comps from a customer service station at a location of the enterprise, which then issues 30 the awarded comps to the high value patron. To avoid congestion at the customer service station, however, low value patrons preferably do not receive their comps at a customer service station in the enterprise. Rather, the enterprise issues 42 comps to low value patrons by mail or other low-cost delivery system (such as electronic mail). This ensures that each high value patron receives priority and personalized attention from enterprise personnel in the enterprise.

[0018] Although Fig. 1 depicts a two-tiered comps promotion, any number of multiple tiers can be implemented in accordance with the present invention.

Operation of a Multi-Tiered Comps Promotion

[0019] Fig. 2 is a state diagram showing the operation of a multi-tiered comps promotion according to one embodiment. To participate in the promotion, a patron first provides 50 personal information to the enterprise, which uses that information to register 54 the patron with the enterprise. This personal information includes for example name, address, and other information to aid the enterprise in conducting the comps promotion. Beneficially, the registration process allows the enterprise to identify and track the patron's activity with the enterprise, e.g., using a player tracking card (described below). Accordingly, the registration process may include issuing a player tracking card or other identification mechanisms to the patron.

[0020] Patrons of the enterprise earn comps based on their commercial activity in connection with the enterprise. The patron maybe initially classified 58 as a high or low value patron depending on information gained through the registration process. Alternatively, the system classifies 58 or the patron after the system has monitored 66 the activity of the patron. Once registered, the patron's commercial activity at one or more locations of an enterprise is monitored and recorded 66 by a system, an embodiment of which is described below. In one embodiment, the patron activity includes playing casino games, lodging, dining, attending an event, and purchasing good or services. Once the activity is recorded 66, the system awards comps according to an embodiment of the multi-tiered comps promotion.

[0021] Using criteria based for example on each patron's average expected activity, the patron is classified 58 into one of two or more groups, or tiers, of the comps promotion. In an embodiment, high value patrons are classified in a first group, and low value patrons are classified in a second group. Whether a patron's value is high or low is related to the enterprise's expected revenue from the patron based on the patron's activity. In the context of a casino, a patron's average expected activity may be determined by the patron's time spent gambling, the frequency of bets made, the amounts bet, and the types of games played for each bet (e.g., the house percentage on the games played). One metric for the average expected activity is the patron's average daily theoretical win. Using this metric, patrons are classified 58 in the first group (i.e., as high value patrons) if their average daily theoretical win over a selected number of days (or trips) is at least $150. Patrons whose average daily theoretical win is less than $150 are classified in the second group. Although the average daily theoretical win is a useful metric, it is understood that any of a wide variety of criteria for classifying patrons based on their activity can be used.

[0022] High value patrons classified 58 in the first group are awarded 82 comps according to their average expected activity. In a casino embodiment, this average expected activity is based on each patron's theoretical win, and the comps awarded to each patron in this group are a function of the patron's average theoretical win for one or more current or recent trips. In the present context, a trip is a period of time during which a patron engages in commercial activity without a substantial hiatus (e.g., once the patron has not engaged in any such activity for a period of 24 hours, of some other time that indicates the patron's engagement with the enterprise has concluded).

[0023] As part of the calculus for determining the comps to award a patron in this first group, the comps to be awarded each patron are preferably scaled by a factor n. For example, this factor n is multiplied by the higher of the patron's current six-trip average theoretical win or the theoretical win of the current trip. The enterprise selects the factor n to produce an appropriate amount of comps depending, for example, on the type of promotion and the average daily theoretical win range. Although any particular factor may be selected by the enterprise to best achieve the goals of the promotion, n is selected between 9% and 17% in one embodiment.

[0024] Advantageously, the patrons who do not qualify to participate in the comps promotion in the first group (i.e., the high value patrons) can still participate by way of their inclusion in a second group. These low value patrons who are not eligible for the first group are classified 58 in the second group. Patrons in this second group are awarded 70 comps based on their accumulated expected activity over a selected period of time. Because these patrons have relatively lower rates of activity that traditionally would not lead to the generation of meaningful comps based on each patron's average expected activity, awarding comps based on the patrons' accumulated activity allows them to build up comps over time. In a casino embodiment, this accumulated activity is based on each patron's theoretical win, and the comps awarded to each patron in this group are a function of the patron's total average daily theoretical win during a month. Accordingly, these low value patrons can participate in the comps promotion like their high value counterparts, although receiving fewer comps or taking more time to earn the same amount of comps.

[0025] In a preferred embodiment, a patron in this second group is awarded a number of comps scaled by a factor m. For example, this factor m is multiplied by the patron's accumulated activity, which may be determined for a particular month by summing the patron's average daily theoretical win for each day of the month. The factor m is selected to award an appropriate amount of comps to patrons in the second group — preferably less than the factor n for the other group. In one embodiment, m is about 8.5%, and at least less than n.

[0026] High value patrons can request 78 their comps from the enterprise.

Preferably, high value patrons receive their comps at a customer service station in one of the enterprise's locations. Responsive to a request, the enterprise issues 86 the comps to these patrons, e.g., in the form of a paper receipt, a voucher, or some other receipt mechanism. Low value patrons in the second group preferably do not receive comps from a customer service station because of the extra burden on the enterprise's resources this would cause. While the multi-tiered scheme is designed to improve the experience for all patrons, it is also desirable to ensure that high value patrons are provided the best possible service levels. Accordingly, to minimize congestion at the limited number of customer service stations and thereby improve the availability of these stations to high value patrons, the enterprise instead issues 74 comps to low value patrons by mail (or another delivery mechanism such as email, interactive television, etc.).

[0027] Patrons in the second group are preferably notified 62 of the mail delivery program. Specifically, the second-tier patrons are informed via mail, email, or any other suitable delivery method that they can earn comps based on an accumulation scheme and that they will receive any awarded comps in the mail. Comps are thus issued 74 to patrons in the second group via the mail or other delivery method at regular intervals (e.g., monthly). Alternatively, the enterprise may issue 74 comps to the second-tier patrons once the patrons have earned a predetermined amount of comps. It can be appreciated that the enterprise may issue comps to this second group by mail based on any number and combination of criteria without departing from the scope of the present invention.

System Architecture

[0028] Fig. 3 is a schematic diagram at an enterprise level of an embodiment of a system for operating a multi-tiered comps promotion, such as those described above. The enterprise has a business presence at a number of locations 200, which are preferably coupled together via network 150. Data are gathered at each of the locations 200 to be used in accordance with embodiments of the present invention. In one embodiment, the network 150 comprises a wide-area network (WAN); however, network 150 may alternatively or additionally comprise the Internet, the enterprise's private network (e.g., a VPN), or the like. In an embodiment, the network 150 is further coupled to the Internet 140, allowing patrons to access at least some portions of the system using for example a web browser or other suitable client software running on a personal computer 145. In this way, information about patron activity at any of an enterprise's locations 200 is preferably accessible via the network 150 to the patron as well. Additionally, coupling network 150 to the Internet 140 allows for delivery of comps by email. On-line access to a patron's activities and other data at all of its locations allows the enterprise to implement cross-property incentive programs, manage customer offer programs more effectively, and provide more personalized services to its patrons.

[0029] An application server 100 manages the system's functionalities. The application server 100 comprises a software application that runs on a computer, which is preferably accessible via a client interface or application from one or more operator terminals 110. There may be any number of operator terminals 110 coupled to the system, and each location 200 preferably has at least one of its own operator terminals 110 adapted to access the application server 100. The application server 100 may be on a computer system at one of the enterprise's locations 200, or it may be located at a remote location.

[0030] In one embodiment, the application server 100 includes a patron database (PDB) 120 for storing information related to the patrons. The PDB 120 is adapted to provide the application server 100 with data regarding individual patrons, or players in a casino context. The PDB 120 preferably stores patron profiles for patrons from all of the supported enterprise locations 200. In one embodiment, each patron account in the PDB 120 includes detailed information such as the patron's preferences, interests, gaming and lodging history, credit rating, comp level, theoretical win value, and accumulated activity points. A patron's theoretical win value is determined according to gaming data or other patron activity accumulated at any of the locations affiliated with the enterprise. Activity points are determined in part by patron activity, but may also be augmented by special offers and various other promotional programs. In another aspect of an embodiment, the application server 100 is coupled to an enterprise data warehouse (EDW) 130 for storing and retrieving archived data.

[0031] The application server 100 further includes a number of modules for performing the functionalities of the system. In a preferred embodiment, the modules of the application server 100 include a patron management module (PMM) 160 and a comps management module (CMM) 170. Although the application server 100 is described in one embodiment as a single application and computer system, its functions could be performed by multiple applications, each of which could reside on different computer systems.

[0032] The PMM 160 generally manages the information and functionalities relating to each of the patrons in the PDB 120. Among the duties of the PMM 160 are registration of new patrons and management of the data associated with each patron in the PDB 120. To register a new patron in the PDB 120, the PMM receives information relating to the patron (including name, address, and other patron-specific information) and established an account for the patron in the PDB 120. In addition to the patron's personal information, the patron's account preferable includes additional information such as the patron's earned comps and historical data (including the patron's gaming, lodging, and other commercial activity in past trips to any of the locations 200). The PMM 160 also manages the classification of each patron for a comps promotion, i.e., in which tier of the multi-tiered comps promotion the patron participates, if any.

[0033] The CMM 170 performs the functionalities relating to the generation and management of comps for each of the patrons in the PDB 120. For example, the CMM 170 receives patron activity data (from the various management systems, described below). Using this activity data and the patron's group classification from the PDB 120, the CMM 170 determines the quantity of comps to generate for each patron. The number of comps generated by the CMM 170 depends on the embodiment of the multi-tiered comps promotion selected, in accordance with any of the embodiments described herein. The generated comps are associated with each patron's data stored in the PDB 120. When a patron is issued comps, the CMM 170 deducts the value of the comps spent from the patron's account in the PDB 120 so that the patron cannot receive duplicate comps for the same activity. The CMM 170 may also add this value of the comps spent into a "comps spent" log in the patron's account in the PDB 120 for record keeping purposes.

[0034] Fig. 4 is a block diagram of an embodiment of the system at the location or property level. Where a location 200 is a physical one (e.g., a casino), it maybe called a property; however, the system can support other types of enterprise locations, such as web sites, cruise ships, and other retail environments. The enterprise location 200 includes a gateway server 210 for coupling a local network 220 (such as a LAN) to the application server 100 via WAN 150. In addition, the location 220 preferably includes one or more local operator terminals (such as a PC or a dumb terminal) 225 coupled to the LAN 220, allowing the enterprise personnel to access the system from the location 200. Having an operator terminal 225 at each property 200 allows local promotions operators to access the application server 100 at the property level, in real-time, and in response to market conditions. In one embodiment, a local operator terminal 225 may serve as the gateway server 210 from the property 200 to the WAN 150.

[0035] In one embodiment, the gateway server 210 exposes an API for sending data pertaining to local patron activity over the WAN 150 to the application server 100. The gateway server 210 communicates with several computer systems for monitoring and tracking operations at the particular location 200. Data accumulated by the management systems (described below) are updated to the PDB 120 by the gateway server 210. Generally, the various management systems track patron activity by a unique patron ID associated with each patron's account in the PDB 120. In an embodiment, patron activity includes but is not limited to playing a game in a casino, making a reservation, staying in a hotel, purchasing an item in a retail environment, dining at a restaurant, and attending a show or other event. The gateway server's API thus provides an interface by which the management systems can communicate with the application server 100 to send and receive patron activity data and other data concerning the enterprise.

[0036] In one embodiment, patrons are issued tracking cards to interface with the system. Each tracking card preferably includes a magnetic strip, microchip, or other mechanism for storing data thereon, including for example a patron ID. When a patron performs some activity at a location, the patron may use the tracking card to interface with the system. For example, in the case of magnetic strip cards, the patron swipes the card through a card reader (i.e., "cards in"). The tracking card stores for example the patron's identification number to allow the patron to be recognized on the system upon card in. In an alternate or additional method of tracking patron activity, the patron or enterprise personnel can manually enter a patron ID number into a terminal coupled to the system. In addition, various authentication mechanisms may be used, such as prompting the patrons to enter or otherwise supply a PIN or other personal information.

[0037] Depending on the services offered at a property 200, any combination of the following systems might be used to gather patron activity data: a Casino Management System (CMS) 240, a Lodging Management System (LMS) 250, an Event Management System (EMS) 260, a Point of Sale System (POS) 270, a Slot Monitoring System (SMS) 280, and a Pit Tracking System (PTS) 290. U.S. Patent 5,761,647, "National Customer Recognition System and Method explains how a CMS 240, a LMS 250, an EMS 260, a POS 270, a SMS 280, and a PTS 290 are used to track patrons' gaming and non-gaming activity at a plurality of affiliated casino properties communicatively coupled by a WAN. One suitable system for managing some or all of these point-of-sale operations is the 9700 Hospitality Management System (HMS), offered by MICROS Systems, Inc. The 9700 HMS is specifically designed to handle high usage, multiple revenue center environments, and it enables flexibility in the development of custom point of sale applications.

[0038] The location 200 preferably includes one or more customer service interfaces 230. In one embodiment, a customer service interface 230 comprises a computer having an output display terminal and a user input, such as a card reader and a touch screen. Patrons can access information for their account with a customer service interface 230, e.g., by swiping their cards through the card reader. The customer service interface 230 may be housed in a kiosk or other user accessible housing. In one embodiment, the CMS 240 receives patron data by way of their tracking cards swiped at customer service interfaces 230 located at various venues throughout the location 200. The CMS 240 couples the received data to the PDB 120 to determine the identity of the patron and any required data in the patron's account (such as name, address, and any preferred customer status).

[0039] The LMS 250 comprises the software necessary for managing hotel operations within the casino, including reservations, room service, and other activities associated with hotel operations. In a preferred embodiment of the invention, the LMS 250 communicates with the CMS 240 to search locally for selected customer information available on that system. However, LMS 250 may include its own local data store for patron data specific to the location 200. The LMS 250 transmits data regarding patrons' lodging activity to the application server 100 when patrons check in and out of a hotel. In an embodiment, a patron's lodging data includes the dates that the patron stayed at a particular property and the type of rooms. This data is then updated in the patron's account in the PDB 120. In addition, the LMS 250 preferably transmits lodging data upon a request from the application server 100 (via the local gateway server 210). The lodging data includes, for example, the dates that a patron stays at a hotel, room service activity, and billing information due to the patron's stay in the hotel. In one embodiment, the LMS 250 comprises the Lodging Management System, a data management system for hospitality industries produced by Inter-American Data, Inc.

[0040] The EMS 260 comprises software for handling ticketing information, reservations, and sales. The EMS 260 compiles patron activity data when patrons purchase tickets for an event (such as a show at the location), make reservations for an event, and attend the event. The EMS 260 transmits this data to the application server 100 upon a request therefrom (e.g., via the local gateway server 210).

[0041] The POS 270 comprises accounting software for operating restaurants and retail venues within the location as well as software for transmitting charge information to the other management systems. For example, data relating to meals charged to rooms are transmitted from the POS 270 to the LMS 250, and data relating to redeemed meal comps are transmitted from the POS 270 to the CMS 240. The gateway server 210 receives data relating to patron's purchases at a location from the POS 270 and transmits the data to the application server 100. This purchasing data includes, in an embodiment, the items or services purchased, the restaurant or retail venue where purchased, and the purchase amounts.

[0042] The SMS 280 comprises a computer system that monitors and tracks bets made by patrons at the various gaming machines 285 at the location 200. Gaming machines 285 may include slot machines, video poker machines, or the like. In a preferred embodiment, bet tracking is accomplished through a card reader (not shown) associated with a slot machine 285. A patron inserts his tracking card (as described above) in the card reader to initiate bet tracking and removes it to terminate bet tracking. In one embodiment, a patron's betting activity at a gaming machine 285 accumulates in the SMS 280 until the gaming session is terminated or when the CMS 240 requests an account status, at which time the data is transferred to the CMS 240. Bet tracking data accumulated by the SMS 280 includes the identification of the games played, the amount won or lost, and the time period that the patron played the game. U.S. Patent ,429,361, describes a system for tracking the betting activity of casino patrons at gaming machines. In one embodiment, the SMS 280 comprises the Slot Data System (SDS), a data collection system for slot accounting and player tracking produced by Bally's Gaming and Systems.

[0043] The PTS 290 automatically tracks patron activity at gaming tables 295. The PTS 290 is supported on a computer system that transmits patron activity data to the CMS 240. In one embodiment, the PTS 290 uses card readers associated with patrons' positions at the gaming tables 295 to track their betting activity. Alternatively, an employee of the enterprise, such as a pit boss, manually enters a patron's gaming data into the PTS 290. In one embodiment, data regarding betting activity include a patron's time at a gaming table 295 and the table's minimum bet. U.S. Patent 5,613,912 describes a system for automatically tracking the betting activity of casino patrons at gaming tables.

[0044] Data related to each patron's activity at a location 200, as collected by any of the management systems described herein, are communicated to the application server 100. Because the patron activity data is transmitted to the system over the network 150, the enterprise can track the activity of its patrons at any of the enterprise's locations 200. This cross-property nature of the system makes the accumulated customer data available at whichever casino property the customer decides to visit. To maintain all account data up to date, the data processed by the local management systems are periodically updated to PDB 120, e.g., in a batch process. In one embodiment, this update synchronizes data between multiple storage locations — i.e., PDB 120 and local stores associated with the CMS 240 at each location 200 — to enable enterprise personnel at any location 200 to access the most recent and accurate data. When this configuration is employed with a WAN 150 having limited bandwidth, the data synchronization is preferably done when traffic on WAN 150 is low to minimize interference with other on-line data access transmissions.

[0045] The foregoing description of the embodiments of the invention has been presented for the purposes of illustration and description. It is not intended to be exhaustive or to limit the invention to the precise forms disclosed. Persons skilled in the art can appreciate that many modifications and variations are possible in light of the above teaching. It is therefore intended that the scope of the invention be limited not by this detailed description, but rather by the claims appended hereto. t 2 3 4 6 7 1 2 I 2 3 I 2 3 4 1 2 3

Claims (29)

Claims We claim:

1. A computer-implemented method for providing comps to a patron for engaging in activity with an enterprise, the method comprising: determining whether the patron qualifies as a high value patron based on the patron's average expected activity during a particular time period; and awarding comps to the patron based on the patron's average expected activity if the patron is a high value patron, otherwise awarding comps to the patron based on the patron's accumulated expected activity.

2. The method of claim 1, further comprising: issuing the awarded comps to the patron.

3. The method of claim 2, wherein the issuing comprises: mailing the awarded comps to the patron if the patron is not a high value patron. /

4. The method of claim 3, further comprising: if the patron is not a high value patron, notifying the patron of the awarding of comps to the patron based on the patron's accumulated expected activity, and further notifying the patron of the mailing of the awarded comps to the patron.

5. The method of claim 2, wherein the issuing comprises: providing the patron with the awarded comps at a location of the enterprise if the patron is a high value patron. -16- 1 2 3 I 2 3 • 1 2 3 1 2 3 4 5 6 7 • 9 10 11 12 13

6. The method of claim 1, wherein a patron's average expected activity is based at least in part on a theoretical win value, the theoretical win value defined as the enterprise's expected revenue due to the patron's activity.

7. The method of claim 1, wherein the patron qualifies as a high value patron if the patron's average expected activity during a particular time period is above a predetermined threshold.

8. The method of claim 1, wherein the patron's activity includes at least one of: playing a casino game, lodging, dining at a restaurant, attending an event, and purchasing goods or services.

9. A computer-implemented method for providing comps to a patron of a casino, the method comprising: determining an average theoretical win for the patron, the theoretical win being related to the casino's expected revenue due to the patron's activity at one or more locations of the casino; responsive to the average theoretical win being above a predetermined threshold, awarding a number of comps to the patron based on the average theoretical win; and responsive to the average theoretical win being below the predetermined threshold: determining an accumulated theoretical win for the patron over a predetermined time interval, and awarding a number of comps to the patron based on the accumulated theoretical win. -17-

10. The method of claim 9, wherein the average theoretical win is determined for a predetermined number of trips, a trip being a period of time during which a patron engages in commercial activity without a substantial hiatus.

11. The method of claim 9, wherein the patron's activity at a location of the casino includes at least one of: playing a casino game, lodging, dining at a restaurant, attending an event, and purchasing goods or services.

12. The method of claim 9, wherein the accumulated theoretical win is a total of the patron's average daily theoretical win over a predetermined time period.

13. The method of claim 9, further comprising: mailing the awarded comps to the patron if the patron's average theoretical win is below the predetermined threshold.

14. The method of claim 13, further comprising: disallowing the patron from obtaining comps at a location of the casino if the patron's average theoretical win is below the predetermined threshold.

15. A computer-implemented method for providing comps to a plurality of patrons of an enterprise, the method comprising: determining an activity metric for each patron, the activity metric based at least in part on the patron's commercial activity in connection with the enterprise; classifying patrons into a first group if their activity metric is at least a predetermined threshold; classifying patrons into a second group if their activity metric is not at least the predetermined threshold; -18- awarding comps to each patron based on: an average activity if the patron is the first group, or an accumulated average activity if the patron is in the second group.

16. The method of claim 15, wherein the activity metric comprises a theoretical win value, the theoretical win value defined as the enterprise's expected revenue due to the patron's activity.

17. The method of claim 15, further comprising: registering the patrons with the enterprise, wherein registering a patron includes storing data related to the patron including the patron's name and address.

18. The method of claim 15, further comprising: notifying patrons in the second group of mail delivery of comps.

19. The method of claim 18, further comprising: mailing the comps awarded to patrons in the second group.

20. The method of claim 18, further comprising: disallowing patrons in the second group from obtaining their awarded comps at a location of the enterprise.

21. A system for providing comps to a plurality of patrons of an enterprise, the system comprising: a management system for obtaining data relating to activity of patrons at a location of the enterprise; -19- a patron management module communicatively coupled to the management system, the patron management module adapted to determine whether each patron qualifies as a high value patron based on the patron's average expected activity during a particular time period; and a comps management module communicatively coupled to the management system and patron management module, the comps management module adapted to award comps to each patron based on the patron's average expected activity if the patron is a high value patron, otherwise to award comps to the patron based on the patron's accumulated expected activity.

22. The system of claim 21, wherein the management system comprises a plvirality of management subsystems adapted to obtain data related to patron activity, the patron activity including one or more of: playing a casino game, lodging, dining at a restaurant, attending an event, and purchasing goods or services.

23. The system of claim 22, wherein the management subsystems are located at multiple locations of the enterprise,

24. The system of claim 21, wherein the management system includes an interface for receiving identification for a patron from a tracking card.

2 5. The system of claim 21, wherein the awarded comps are mailed to patrons who are not high value patrons as determined by the patron management module.

26. The system of claim 21, further comprising: a customer service station for issuing awarded comps to high value patrons. -20- 5267 5 5

27. The system of claim 26, wherein the customer service station does not issue comps to patrons who are not high value patrons.

28. The system of claim 21, wherein each patron's average expected activity is based at least in part on a theoretical win value, defined as the enterprise's expected revenue due to the patron's activity.

29. The system of claim 21, wherein each patron qualifies as a high value patron if the patron's average expected activity during a particular time period is above a predetermined threshold. INTELLECTUAL PROPERTY OFFICE | OF N.Z. m'J 2C33 3 0 JU RECE>V-! -21-