WO2005029268A2

WO2005029268A2 - Automated mailing interface responsive to patron triggers

Info

Publication number: WO2005029268A2
Application number: PCT/US2004/030472
Authority: WO
Inventors: Steven R. Kastner
Original assignee: Acres Gaming Incorporated
Priority date: 2003-09-16
Filing date: 2004-09-16
Publication date: 2005-03-31
Also published as: WO2005029268A3

Abstract

A patron management system detects certain customer or casino-configured triggers within the player database. Triggers would be events that occur in the customer lifecycle at the property, such as new enrollment, change of address, creating a reservation for a future visit, concluding a trip, etc. Triggers could be further defined to have different tiers resulting in varying offers to the customer. Once a trigger is hit, the patron management system would send pertinent addressing and customer information to the third party so that the mail piece could be generated. The third party would have intelligent form letters, such as those generated by a mail merge program, to which the information would be inserted in addition to adding demographic imaging and customized incentive offers.

Description

AUTOMATED MAILING INTERFACE RESPONSIVE TO PATRON TRIGGERS

BACKGROUND OF THE INVENTION 1. Field of the Invention. This invention relates generally to automated mailing systems and more specifically to those systems integrated with patron tracking systems, particularly those involving wagering such as casinos where patron loyalty is cultivated. 2. Description of the Prior Art. Modern casinos gain great benefit from establishing a bond of loyalty with their customers. Player tracking systems have evolved over the past 15 years to measure individual player activity and award "points" based upon the frequency of that activity. Player tracking systems generally include a means for the customer to identify himself (a magnetic stripe card). Player tracking points is another award sometimes given to players of networked gaming devices. Each player who uses their card accrues a predetermined number of points for each dollar wagered on the networking gaming machines. Some systems award points for jackpots won on the machines. In any event, the player is eligible to redeem his or her points for complimentary meals, merchandise, or other awards determined by the casino that operates the slot machines. In addition to point accrual based on play, points are often awarded to induce players to sign up for carded play. To identify players, each gaming machine is equipped with a card reader to accept player cards and a display to let the player know that the card was properly accepted and the account status - generally as a point total. In recent years, systems have begun to provide additional bonuses to players in return for volume of play and loyalty. Bonuses include extra jackpots, free games and other awards. Advanced systems also allow players to convert points - which originally were redeemed for prizes, cash or services - into free play on the gaming machine. The traditional method for awarding comps and other awards to players has been manual. A player would visit a player relations booth or office, the player's wagering record reviewed via computer by the casino employee, and a decision made based on designated criteria of whether to award the player comps. Examples of such comps include free hotel stays, show tickets, free food, and free play. More modern player tracking systems use a small LCD (Liquid Crystal Display), LED (Light Emitting Diode display) or NFD (Vacuum Fluorescent Display) located on the gaming machine to inform the player of loyalty awards. The information presented on these displays has always been distinct from game specific information. As more and more awards are made for loyalty, it becomes harder and harder to communicate everything to players. Each of these systems generally requires some sort of player response in order to take advantage of the comp. For instance, the player would visit the comp booth or submit a comp ticket to the hotel/casino in order for room and food charges to be removed. These systems also ignore patrons who have also left the casino property. Contacting these patrons at their homes and awarding specifically tailored comps is enormously labor intensive. Accordingly, the need remains for a more flexible system for awarding comp points to casino patrons.

SUMMARY OF THE INVENTION The present invention integrates patron management systems, particularly those in casino environments, with third-party fulfillment companies used for direct mail. The third party would be responsible for generating a mail piece customized to information provided by the patron management system and on a schedule configured by the casino. The patron management system would be required to monitor for certain customer-configured triggers within the player database. Triggers would be events that occur in the customer lifecycle at the property, such as new enrollment, change of address, creating a reservation for a future visit, concluding a trip, etc. Triggers could be further defined to have different tiers resulting in varying offers to the customer. Once a trigger is hit, the patron management system would send pertinent addressing and customer information to the third party so that the mail piece could be generated. The third party would have intelligent form letters, such as those generated by a mail merge program, to which the information would be inserted in addition to adding demographic imaging and customized incentive offers. The foregoing and other objects, features and advantages of the invention will become more readily apparent from the following detailed description of a preferred embodiment of the invention that proceeds with reference to the accompanying drawings.

BRIEF DESCRIPTION OF THE DRAWINGS FIG. 1 illustrates a schematic diagram of a plurality of electronic gaming machines interconnected by a computer network to a host computer in accordance with a networked embodiment of the present invention. FIG. 2 is a schematic diagram of a slot machine and associated hardware, including the secondary bonus screen for displaying the bonus promotion implemented according to the invention. FIG. 3 is a flow diagram illustrating a process overview of the automated mailing interface implemented according to a preferred embodiment of the invention. FIG. 4 is block diagram illustrating the systems architecture of the automated mailing interface implemented according to the invention.

DETAILED DESCRIPTION The automated mailing interface implemented according to the present invention is adapted to interface with a gaming network as shown in FIG. 1. In FIG. 1, indicated generally at 10 is a schematic diagram illustrating electronic gaming machines (EGMs), like EGMs 12, 14, interconnected by a computer network. Included therein are three banks, indicated generally at 16, 18, 20, of EGMs. Each EGM is connected via a network connection, like connection 22, to a bank controller 24. In the present embodiment of the invention, each bank controller comprises a processor that facilitates data communication between the EGMs in its associated bank and the other components on the network. The bank controller may also include a CD ROM drive for transmitting digitized sound effects, such as music and the like, to a speaker 26 responsive to commands issued over the network to bank controller 24. The bank controller may also be connected to an electronic sign 28 that displays information, such as jackpot amounts and the like, visible to players of machines on bank 16. Such displays are generated and changed responsive to commands issued over the network to bank controller 24. Each of the other banks 18, 20 of EGMs include associated bank controllers, speakers, and signs as shown, which operate in substantially the same manner. Ethernet hub 30 connects each of the bank controllers associated with banks 16, 18, 20 of EGMs to a concentrator 32. Another Ethernet hub 34 connects similar bank controllers (not shown), each associated with an additional bank of EGMs (also not shown), to concentrator 32. The concentrator functions as a data control switch to route data from each of the banks to a translator 36. The translator comprises a compatibility buffer between the concentrator and a proprietary accounting system 38. It functions to place all the data gathered from each of the bank controllers into a format compatible with accounting system 38. The present embodiment of the invention, translator 38 comprises an Intel Pentium 200 MHz Processor operating Microsoft Windows NT 4.0. Another Ethernet hub 39 is connected to a configuration workstation 40, a player server 42, a bonus server 44 and a promotion server 46. Hub 39 facilitates data flow to or from the configuration workstation 40 and the servers 42, 44, and 46. Additionally, the servers 42, 44, and 46 communicate through the concentrator 32 to the bank controllers 24, which, in turn, communicate with the particular gaming devices 12. The configuration workstation 40 has a user interface that allows portions of the network 10 and the servers 42, 44, and 46 to be set up and modified. The configuration workstation 40 could include a personal computer having a keyboard, monitor, microprocessor, memory, an operating system, and a network card coupled to the Ethernet hub 30. The player server 42 includes a microcomputer that is used to track data of players using the gaming devices 12. The player server 42 is coupled to a player database 43 where the player tracking data is stored. Another function of the player server 42 is to control messages that appear on display 58 associated with each gaming device 12 and the messages on the signs 28 coupled to the bank server 24. The player server 42 may be embodied in a microcomputer including, for instance an Intel Pentium Processor, Microsoft operating system and a network card to couple the server to the Ethernet hub 39. The bonus server 44 is embodied by a microcomputer and is used to control bonus applications or bonus systems on the gaming network 10. The bonus server 44 is coupled to a database 45 where bonus data is stored. The bonus server 44 implements includes a set of rules for awarding jackpots in excess of those established by the winning pay tables of each gaming device 12. Some bonus awards may be made randomly, while others may be made to link to groups of gaming devices 12 operating in a progressive jackpot mode. Specific examples of such bonuses and networks used to implement them include those as described in U.S. patents mentioned above and previously incorporated, as well as the various implementations described further below. The promotion server 46 is coupled to a promotion database 47 and a modeling parameters database 49. The promotion server 46 includes functions and processes operative to generate signals to cause a system award to be generated, and to communicate the generated system award to the particular gaming device 12 at which the player receiving the award can receive the award. Data of different types of system and/or bonus awards and how and when the awards are generated can be stored in the promotion database 47. For instance, the text that is printed on an award, or bar-codes that are printed on the award ticket can be stored on the promotion database 47. Modeling parameters and data can be stored on the modeling parameters database 49. For instance, conditions that when satisfied cause a ticket to be generated can be stored on this database. Such data could include the number of hours a player must play at a requisite coin-in level to cause a complementary meal ticket to be awarded to the player. Many examples of system awards and parameters used to implement them are discussed in detail below. In determining when to grant a bonus or system award, the promotion server 46 can access data stored anywhere on the network, such as: from any of the databases 43, 45, 47 and 49; from the configuration workstation 40; from the bank controller 24; from the accounting system 38; and from the bonus engine 50 on any or all of the gaming devices 12 coupled to the computer network 10. Additionally, the computer network 10 illustrated in FIG. 1 is only an example gaming network. Those skilled in the art will appreciate that embodiments of the invention can operate on any acceptable network, even if it differs from the one illustrated in FIG. 1. When the promotion server 46 determines that an award should be generated, it sends appropriate signals to the bonus engine 50 of the appropriate gaming device 12 through the gaming network 12 to deliver the award. As discussed above, one such method of award delivery is to cause an award ticket to be printed for the player, but others such as points, cash back, a promotional coupons can also be contemplated. Examples of bonuses that can be implemented on the network are disclosed in a co-pending application, now co-owned U.S. Pat. No. 6,319,125 (the '125 patent), which is incorporated herein by reference for all purposes. This co-owned patent also describes in more detail features of the network, like that shown in FIG. 1, that may be used to implement the present invention. The '961 patent also discloses bonuses that can be implemented by bonus and promotional servers 44, 46 and a network that could be used to implement the present invention. As used herein the term jackpot indicates an award made resulting from the pay table on one of the EGMs while the term bonus indicates an award that does not result from the machine's pay table. The '125 patent and '961 patent include many examples of bonuses. The term award is intended to encompass any payment given to a player of one of the EGM's and includes both jackpots and bonuses. FIG. 2 illustrates a gaming machine 12 constructed according to a preferred embodiment of the invention. Included is a highly schematic representation of an electronic slot machine — typical of each of the machines in the network ~ that incorporates network communications hardware as described hereinafter. This hardware is described in the '961 patent, and is referred to therein as a data communications node. Preferably the network communications hardware is like that disclosed in the '125 patent, namely a machine communication interface (MCI) 50. MCI 50 facilitates communication between the network, via connection

22, and microprocessor 52, which controls the operation of EGM 12. This communication occurs via a serial port 54 on the microprocessor to which MCI 50 is connected. Included in EGM 12 are three reels, indicated generally at 48. Each reel includes a plurality of different symbols thereon. The reels spin in response to a pull on handle 51 or actuation of a spin button 53 after a wager is made. In one specific implementation of the bonus, one or all of the reels 48 may include a special bonus initiator symbol which, when obtained on the gaming machine's payline, will cause the MCI 50 to initiate a secondary bonus game or other bonus event as described below. MCI 50 includes a random access memory (RAM), which can be used as later described herein. The MCI also facilitates communication between the network and an liquid crystal display (LCD) or vacuum florescent display (VFD) 58, a card reader 60, a player-actuated push button 62, and a speaker 64. Before describing play according to the invention, a description will first be made of typical play on a slot machine, like EGM 12. A player plays EGM 12 by placing a wager and then pulling handle 51 or depressing spin button 53. The wager may be placed by inserting a bill into a bill acceptor 68. A typical slot machine, like EGM 12, includes a coin acceptor that may also be used by the player to make a wager. Other elements incorporated into the electronic gaming machine 12 include a bill acceptor, coin-in meter, and a credit meter having a numeric display that indicates the total number of credits available for the player to wager. The credits are in the base denomination of the machine. For example, in a nickel slot machine, when a five-dollar bill is inserted into the bill acceptor, a credit of 100 appears on the credit meter. To place a wager, the player depresses a coin-in button, which transfers a credit from the credit meter to a coin-in meter. Each time the button is depressed a single credit transfers to the coin-in meter up to a maximum bet that can be placed on a single play of the machine. In addition, a maximum-bet button may be provided to immediately transfer the maximum number of credits that can be wagered on a single play from the credit meter to the coin-in meter. When coin-in meter reflects the number of credits that the player intends to wager, the player depresses spin button 53 thereby initiating the base game. The player may choose to have any jackpot won applied to credit meter

70. When the player wishes to cash out, the player depresses a cash-out button 74, which causes the credits on meter 70 to be paid in coins to the player at a hopper 78, which is part of machine 12. The machine consequently pays to the player, via hopper 78, the number of coins ~ in the base denomination of the machine ~ that appear on credit meter 70. Card reader 60 reads a player-tracking card 66 that is issued by the casino to individual players who choose to have such a card. Card reader 60 and player- tracking card 66 are known in the art, as are player-tracking systems, examples being disclosed in the '961 patent and '125 patent. Briefly summarizing such a system, a player registers with the casino prior to commencing gaming. The casino issues a unique player-tracking card to the player and opens a corresponding player account that is stored on accounting system 38 (in FIG. 1). Accounting system 38 is referred to herein as a host computer. It should be appreciated, however, that the host computer can be distributed on the network and could include multiple processors or memories. The account includes the player's name and mailing address and perhaps other information of interest to the casino in connection with marketing efforts. Prior to playing one of the EGMs in FIG. 1, the player inserts card 66 into reader 60 thus permitting accounting system 38 to track player activity, such as amounts wagered and won and rate of play. To induce the player to use the card, the casino awards each player points proportional to the money wagered by the player. Players consequently accrue points at a rate related to the amount wagered. The points are displayed on display 58. In prior art player tracking systems, the player may take his or her card to a special desk in the casino where a casino employee scans the card to determine how many accrued points are in the player's account. The player may then redeem points for selected merchandise, meals in casino restaurants, or the like, which each have assigned point values. Before describing the manner in which the present invention is implemented on the network of slot machines depicted in FIG. 1, consideration will first be given to terminology used in the description. First, a player-tracking account is one that is established by the casino, typically for an identified player ~ although the invention could be implemented with an anonymous account. The player-tracking account is referred to herein as aplayer account. When the player inserts his or her card into card reader 60 of EGM 12, information related to that player's account is fetched from the host computer, transmitted on the network, and stored in the RAM included in MCI 50 of EGM 12. Such information includes player-tracking points, which are referred to generally herein as account points. In accordance with the present invention, the player's account may also include credits that may be transferred by the player from the player's account to credit meter 70 on the machine and thereafter wagered by the player. These credits in the player's account are referred to herein as account credits and are awarded and redeemed as described hereinafter. Credits appearing on credit meter 70 of EGM 12 are referred to herein as /Meter credits. As used herein the term jackpot indicates an award made resulting from the pay table on one of the EGMs while the term bonus indicates an award that does not result from the machine's pay table. The '125 patent and '882 patent include many examples of bonuses. The term award is intended to encompass any payment given to a player of one of the EGM's and includes both jackpots and bonuses. The term base credits is the term used to signify the bonus granted to a base player ("level 1") depending upon that player's level of play- that is, how much that player has wagered over the period being tracked. The term earned credits signifies the bonus stored within the player account at the player server 42 in consideration of that player's actual player level - that is, the base credits amount multiplied by an earned credit multiplier. The casino can configure its credit redemption process whereby credits are not yet available for play until the redemption period. The earned credit multiplier is a number between 1 and 10 and is typically a higher value for higher level players. In this way, higher level (e.g. more desirable) players are encouraged to play more often at the casino by receiving a higher bonus award for a certain level of play. The term redeemed credits signifies the credits actually available, for play by the player on a gaming machine during the redemption period. The number of redeemed credits is calculated according to a preferred embodiment of the invention by multiplying the number of earned credits in the player account by a redeem credit multiplier value, set by the gaming operator to encourage players to play at certain times. Once redeemed credits are played at the gaming machine, they are considered played credits. Turning next to FIG. 3, a process diagram is illustrated showing operation of the automated mailing interface. A customer or patron would sign up for a player card in block 100 at the casino, via the Internet, or other means. An account is created within the patron management database in block 102 and a card or other identification means issued to the player. The account includes player profile information such as the name of the patron, their address, and an identification or account number as well as other demographic information. A player arriving at the hotel/casino property would complete some sort of activity such as a hotel stay, a gaming play, or otherwise. These types of activities are referred to herein as triggers and result in the actions taken as described below. In query block 104, a completed activity would be judged by rules stored in the patron management database. For instance, a rule might be that a trip is completed only when a patron checks out of the hotel, or when a particular point threshold is reached based on player activity at the gaming machines. Examples of such triggers and the resulting generated mail piece are as shown in Table 1 : TABLE 1 Automated Mailing

Trigger

The system could also include certain triggers for inactivity. Such trigger points would be configurable to activate at various periods, such as when there are periods of inactivity within 6, 9, or 12 month campaigns. Such data elements capable of triggering the inactivity mailing would be profile, gaming statistics, dormancy period, and current point balance. The resulting offer may be tiered to offer greater incentive to more valuable players to return. Point balance may be another factor. If the trip activity of the player is completed, a daily or recurring batch of actions to the third party mailer in block 106 via electronic transmission with data elements for each action sufficient to allow the mailing entity to generate the proper mailers with the proper information. Examples of included data elements includes, for each patron for which a mailer is due, include the player profile (e.g. account number, name, mailing address, email address, date of birth, and gender), gaming statistics (e.g. ranking, preferred game type), player interests (e.g. golf, spa, etc.), host assignment (e.g. which casino employee is responsible for accommodating the patron), properties visited (in the case of linked properties), and associated players (e.g. wife, children, gambling buddies). The data elements can additionally include such information as food and beverage past purchases. In block 108, the third party mailing entity would process the information according to the established rules. For example, the quality of the media mailed would be linked to the worth or value of the patron. Thus, an email communication might be sent to low_^end patrons, a postcard sent, to mid-level patrons, and a glossy high-end mailer would be sent to valuable patrons - e.g. those that visit frequently, play low odds games, and bet large amounts. In block 110, the offer is made to the patron using media proscribed by the stored rules. These offers are, for example, free or discounted room, food, or beverages. Additionally, Xtracredit or player points can be offered to the player in an email or physical mail delivery. In block 112, the third party mailing entity sends electronically a batch file to the patron management system outlining the offers sent and to whom - that is the OfferlD associated with the offer type and Account Number associated with the patron to whom the offer is sent. FIG. 4 illustrates a high level architecture for implementing the automated mailing interface. The patron management system shown in block 200 is coupled to several input means such as casino games 202a, a hotel reservation system 202b, and to various point of sale devices from vendors (e.g. restaurants and shops) 202c associated with the hotel/casino property. It is understood that each of these input means can be associated with multiple properties so that visits, play, and purchases for a particular patron can be tracked across multiple properties. The patron management system 200 would be required to monitor for certain customer-configured triggers within the player database. Triggers would be events that occur in the customer lifecycle at the property, such as new enrollment, change of address, creating a reservation for a future visit, concluding a trip, etc. Triggers could be further defined to have different tiers resulting in varying offers to the customer. Once a trigger is hit, the patron management system would send pertinent addressing and customer information to the third party mailing entity 204 so that the mail piece could be generated. The information can be sent in a batch format to reflect all triggers that may have occurred within a particular day, or the information can be sent piecemeal. The third party 204 would have intelligent form letters, such as those generated by a mail merge program, to which the information would be inserted in addition to adding demographic imaging and customized incentive offers. The mailers would be generated and transmitted to the various patrons 206a,, 206b, and 206c via means (e.g. e-mail to a low tier patron such as patron 206a; or via a printed postcard to mid-level patrons such as patrons 206b and 206c) designated according to rules established for the loyalty promotions program and known by the third party mailing entity. Confirmation of the completed mailings would then be sent back to the patron management system 200 in a batch file for storage of the event within each associated player account affected by the mailing. Having described and illustrated the principles of the invention in a preferred embodiment thereof, it should be apparent that the invention can be modified in arrangement and detail without departing from such principles. We claim all modifications and variation coming within the spirit and scope of the following claims.

Claims

CLAIMS 1. A method for delivering messages to casino patrons comprising the steps of: estabhshing a customer account within a patron management database; estabhshing a plurality of trigger criteria within a patron management system; detecting a triggered criteria by one or more patrons across a network comprising the patron management system and a plurality of gaming machines; sending batch data regarding the one or more patrons to a mailing entity; generating mailers responsive to the batch data; and transmitting the mailers to the one or more patrons.

2. The method of claim 1 , wherein the criteria includes player profile.

3. The method of claim 1 , wherein the criteria includes gaming statistics.

4. The method of claim 3, wherein the gaming statistics includes player ranking.

5. The method of claim 4, wherein a type of the mailer generated depends upon the player ranking.

6. The method of claim 3, wherein the gaming statistics includes preferred game type.

7. The method of claim 1, wherein the criteria includes player interests.

8. The method of claim 1, wherein the criteria includes host assignment.

9. The method of claim 1 , wherein the criteria includes properties visited.

10. The method of claim 1, wherein the criteria includes associated players.

11. The method of claim 1 , wherein the criteria includes past purchases.

12. The method of claim 1, further including the step of sending a confirmation batch to the patron management system detailing offer made and to whom.

13. The method of claim 1 , wherein the mailer generated constitutes an offer available for use at a casino implementing the patron management system.

14. The method of claim 13, wherein the offer is selected from the group comprising free or discounted room, beverage, food, Xtracredit or player points.

15. The method of claim 1 , wherein the step of detecting a triggered criteria includes measuring an inactivity of a patron.

16. A system for implementing automated mailing to casino patrons responsive to triggering events stored in a database, the system comprising: a plurality of gaming machines coupled over a network to a patron management system, said system operable to store patron profile information and gaming statistics of the patron on the gaming machines; a plurality of rules stored within the patron management system, said rules applied to the profile information and gaming statistics to effect triggers when the rules are satisfied by the information and statistics of a particular patron; means for generating a job request file responsive to the triggers; a mailing entity in electronic communication with said means for generating the job request, said mailing entity generating communication means responsive to I said receive of said job request and transmitting said communications to patrons associated with said triggers.

17. The system of claim 16, wherein said communication means are e- mails.

18. The system of claim 16, wherein said communication means are physical mail pieces.