U.S. patent application number 10/349874 was filed with the patent office on 2004-07-22 for method and apparatus for use of a network by a casino.
This patent application is currently assigned to Acres Gaming Incorporated. Invention is credited to Glisson, Floyd W., Jordan, R. Jeffrey, Manfredi, Vincent S..
Application Number | 20040142750 10/349874 |
Document ID | / |
Family ID | 29401269 |
Filed Date | 2004-07-22 |
United States Patent
Application |
20040142750 |
Kind Code |
A1 |
Glisson, Floyd W. ; et
al. |
July 22, 2004 |
Method and apparatus for use of a network by a casino
Abstract
A casino receives activity from a player, both in-house and
on-line. The player's activities are combined in a single account
stored by the casino. The combined activities can then be used to
the player's benefit, for example by awarding benefits to the
player, allowing the player to access his activity across a
network, or by preparing for the player a tax statement based on
his year-to-date activities.
Inventors: |
Glisson, Floyd W.;
(Henderson, NV) ; Manfredi, Vincent S.;
(Henderson, NV) ; Jordan, R. Jeffrey; (Henderson,
NV) |
Correspondence
Address: |
MARGER JOHNSON & MCCOLLOM PC
1030 SW MORRISON STREET
PORTLAND
OR
97205
US
|
Assignee: |
Acres Gaming Incorporated
Las Vegas
NV
|
Family ID: |
29401269 |
Appl. No.: |
10/349874 |
Filed: |
January 22, 2003 |
Current U.S.
Class: |
463/42 |
Current CPC
Class: |
G07F 17/32 20130101;
G07F 17/3232 20130101; G07F 17/3255 20130101; G07F 17/3239
20130101; G06Q 40/123 20131203; G06Q 20/207 20130101 |
Class at
Publication: |
463/042 |
International
Class: |
G06F 017/00 |
Claims
1. A system for player management, comprising: a casino; a computer
for a player to use; a network connecting the computer and the
casino; and means for combining an on-line activity by the player
using the computer with an in-house activity in the casino by the
player.
2. A system according to claim 1, further comprising means for
tracking the on-line activity by the player.
3. A system according to claim 1, further comprising a message unit
operative to generate a message for delivery to the computer.
4. A system according to claim 3, wherein the message includes a
promotion.
5. A system according to claim 3, wherein the message includes a
coupon.
6. A system according to claim 3, wherein the message includes a
bonus.
7. A system according to claim 3, wherein the message unit is
operative to generate the message responsive to a request initiated
by the player on the computer.
8. A system according to claim 3, wherein the message unit is
operative to automatically generate and deliver the message to the
computer.
9. A system according to claim 3, further comprising a second
computer operative to process the message.
10. A system according to claim 9, the second computer including
means for determining an identity of the player.
11. A system according to claim 9, the second computer including a
card reader.
12. A system according to claim 1, wherein: the casino includes a
second computer storing an information about the player, the
information including the on-line activity and the in-house
activity by the player; and the apparatus further comprises
software installed in the computer enabling the player to access
the information from the second computer.
13. A system according to claim 1, further comprising a point
awarding unit operative to award points to the player based on the
combination of the on-line activity and the in-house activity by
the player.
14. A system according to claim 1, further comprising means for
generating a tax statement based on the combination of the on-line
activity and the in-house activity by the player.
15. A system according to claim 1, further comprising a server
including an on-line gaming web site.
16. A system according to claim 15, wherein the on-line gaming web
site includes an on-line game.
17. A system according to claim 15, wherein the on-line gaming web
site includes a play-for-fun site.
18. A system according to claim 1, further comprising a patron
management software.
19. A method for using a first computer in a casino, comprising:
receiving an in-house activity by a player; receiving an on-line
activity by a player using a second computer; combining the
in-house activity and the on-line activity; storing the combined
activity in the first computer; and using the combined activity to
benefit the player.
20. A method according to claim 19, wherein receiving an on-line
activity includes receiving the on-line activity about an on-line
game played by the player using the second computer.
21. A method according to claim 19, wherein receiving an on-line
activity includes receiving the on-line activity about a
play-for-fun activity played by the player using the second
computer.
22. A method according to claim 19, wherein: the method further
comprises receiving a request from the player; and using the
combined activity includes providing a benefit to the player
responsive to the request.
23. A method according to claim 19, wherein using the combined
activity includes providing the player with a bonus.
24. A method according to claim 19, wherein using the combined
activity includes providing the player with a coupon.
25. A method according to claim 19, wherein using the combined
activity includes: receiving a request for a coupon from the
player; and providing the player with the coupon responsive to the
request.
26. A method according to claim 19, wherein using the combined
activity includes providing the player with a promotion.
27. A method according to claim 19, wherein using the combined
activity includes generating a tax statement based on the combined
activity for the player.
28. A method according to claim 19, wherein using the combined
activity includes delivering a benefit to the player.
29. A method according to claim 28, wherein delivering a benefit to
the player includes delivering the benefit to the player using
electronic mail.
30. A method according to claim 28, wherein delivering a benefit to
the player includes: identifying the player at a second computer;
verifying that the player is entitled to the benefit at the second
computer; awarding the benefit to the player; and canceling the
benefit at the second computer.
31. A method according to claim 30, wherein identifying the player
includes reading a player identification card.
32. A method according to claim 31, wherein identifying the player
includes identifying the player by an attendant.
33. A method according to claim 19, wherein using the combined
activity includes awarding points to the player based on the
combined activity.
34. A method according to claim 19, further comprising reviewing
the combined activity by the casino using a patron management
software.
35. Computer-readable media containing a program to use a first
computer in a casino, the program comprising: software to receive
an in-house activity by a player; software to receive an on-line
activity by a player using a second computer; software to combine
the in-house activity and the on-line activity; software to store
the combined activity in the first computer; and software to use
the combined activity to benefit the player.
36. Computer-readable media containing a program according to claim
35, wherein the software to receive includes software to receive
the on-line activity about an on-line game played by the player
using the second computer.
3738. Computer-readable media containing a program according to
claim 35, wherein the software to receive includes software to
receive the on-line activity about a play-for-fun activity played
by the player using the second computer.
38. Computer-readable media containing a program according to claim
35, wherein: the program further comprises software to receive a
request from the player; and the software to use the combined
activity includes software to provide a benefit to the player
responsive to the request.
39. Computer-readable media containing a program according to claim
35, wherein the software to use the combined activity includes
software to deliver a benefit to the player.
40. Computer-readable media containing a program according to claim
39, wherein the software to deliver a benefit to the player
includes: software to identify the player at a second computer;
software to verify that the player is entitled to the benefit at
the second computer; software to award the benefit to the player;
and software to cancel the benefit at the second computer.
41. Computer-readable media containing a program according to claim
35, wherein the software to use the combined activity includes
software to award points to the player based on the combined
activity.
42. Computer-readable media containing a program according to claim
35, further comprising patron management software to enable the
casino to review the combined activity.
43. A method for promoting play of a gaming device in a casino,
comprising: creating a player account for a player; playing the
gaming device in the casino by the player; permitting the player to
access the player account during play of the gaming device;
accumulating information about the play of the gaming device by the
player; associating the accumulated information with the player
account; and permitting the player to access the player account
from a remote location.
44. A method according to claim 43, wherein permitting the player
to access the player account includes permitting the player to
access the accumulated information about the play of the gaming
device by the player.
45. A method according to claim 43, wherein permitting the player
to access the player account includes permitting the player to
access the player account from the remote location via an Internet
connection.
46. A method according to claim 43, wherein the remote location is
remote from the gaming device.
47. A method according to claim 43, wherein the remote location is
remote from the casino.
48. A method according to claim 43, wherein associating the
accumulated information includes associating the accumulated
information with the player account in real-time.
49. Computer-readable media containing a program to promote play of
a gaming device in a casino, the program comprising: software to
create a player account for a player; software to play the gaming
device in the casino by the player; software to permit the player
to access the player account during play of the gaming device;
software to accumulate information about the play of the gaming
device by the player; software to associate the accumulated
information with the player account; and software to permit the
player to access the player account from a remote location.
50. Computer-readable media containing a program according to claim
49, wherein the software to associate the accumulated information
includes software to associate the accumulated information with the
player account in real-time.
51. A method for on-line and casino player tracking, comprising:
creating a player account for a player; permitting the player to
play a gaming device in the casino; accumulating information about
the player's play of the gaming device; permitting the player to
engage in on-line gaming; accumulating information about the
player's on-line gaming; associating the accumulated information
with the player account; and viewing the information associated
with the player account.
52. A method according to claim 51, further comprising using the
information associated with the player account.
53. A method according to claim 52, wherein using the information
includes awarding the player a benefit.
54. A method according to claim 52, wherein using the information
includes improving the gaming device in the casino.
55. A method according to claim 52, wherein using the information
includes improving the on-line gaming.
56. Computer-readable media containing a program to perform on-line
and casino player tracking, the program comprising: software to
create a player account for a player; software to permit the player
to play a gaming device in the casino; software to accumulate
information about the player's play of the gaming device; software
to permit the player to engage in on-line gaming; software to
accumulate information about the player's on-line gaming; software
to associate the accumulated information with the player account;
and software to view the information associated with the player
account.
57. Computer-readable media containing a program according to claim
56, the program further comprising software to use the information
associated with the player account.
58. Computer readable media containing a program according to claim
56, wherein the software to use the information includes software
to award the player a benefit.
Description
RELATED APPLICATION DATA
[0001] This invention incorporates by reference U.S. patent
application Ser. No. 08/843,411, filed Apr. 15, 1997, now U.S. Pat.
No. 6,319,125, issued Nov. 20, 2001, U.S. patent application Ser.
No. 08/322,172, filed Oct. 12, 1994, now U.S. Pat. No. 5,655,961,
issued Aug. 12, 1997, U.S. patent application Ser. No. 09/134,285,
filed Aug. 14, 1998, now pending, and U.S. patent application Ser.
No. 09/694,065, filed Nov. 19, 2000, now pending.
FIELD OF THE INVENTION
[0002] This invention pertains to gaming, and more particularly to
the use of external networks by players.
BACKGROUND OF THE INVENTION
[0003] Not so long ago, casinos were places you visited to gamble.
Las Vegas, Nev., began with an image of dark, smoke-filled rooms
where people went to engage in sinful activities. The moniker "Sin
City," while no longer used with vehemence, still sticks to Las
Vegas, Nev.
[0004] Over time, casinos have shed their old images. Now, casino
floors are brightly lit, welcoming places. The hotels have taken
into account the need to entertain families and not just adult
gamblers. Ventilation systems help reduce the smell of smoke, once
a prominent feature of the casinos.
[0005] To keep current in the competitive market, casinos have been
using player clubs to entice players into being "loyal" to a
casino. When playing, the players use a card to identify
themselves. This lets the casinos know how much money the player is
spending at the casino. In return, the casinos provide bonuses to
the players.
[0006] The advent of the Internet presents new opportunities for
casinos to develop. Internet gaming, that is, the capability to
gamble using the Internet, allows casinos to reach players who are
not physically present on the casino floor. Players who, for one
reason or another, cannot physically travel to the casino are still
able to participate. But the use of the Internet is one-way:
revenue flows in to the casino from the Internet, but nothing flows
back to the player.
[0007] Some on-line casinos (that is, casinos that exist only in
cyberspace) offer player clubs similar to those offered by casinos
that players can visit. These on-line casinos can track their
players' activities.
[0008] Some regular casinos have begun to allow players to access
information about their accounts. For example, some casinos upload
information about play to their player tracking databases at
pre-selected times. This allows the casinos (and the players) to
track information about in-house gaming, even when the users of the
database are remote from the casino. But because the uploads occur
at pre-selected times (e.g., once a day), the player cannot access
current information about his gaming activities immediately. For
example, the player might go onto the casino floor and participate
in gaming activities, then return to his room and try to access his
account. Because the information is only uploaded infrequently, the
player will not be able to access the most current information
about his account.
[0009] A need remains for a way to allow casinos to utilize
networks that addresses these and other problems associated with
the prior art.
SUMMARY OF THE INVENTION
[0010] The invention is a method and apparatus for using a network
to benefit a player. In-house and on-line gaming activity is
combined in a single account for the player. The combined activity
can then be used to benefit the player. For example, benefits can
include (but are not limited to) giving the player promotions,
bonuses, coupons, or comps. These can be sent to the user via
e-mail, direct mail, or any other means, and can be spontaneous on
the part of the casino or responsive to a request from the player.
The player can redeem the benefit by bringing in a copy to the
casino, or by identifying himself to an attendant, who can verify
electronically that the player is to receive the benefit.
[0011] The foregoing and other features, objects, and advantages of
the invention will become more readily apparent from the following
detailed description, which proceeds with reference to the
accompanying drawings.
BRIEF DESCRIPTION OF THE DRAWINGS
[0012] FIG. 1A shows a casino offering both in-house and on-line
(over a network) gaming, according to an embodiment of the
invention.
[0013] FIG. 1B shows the on-line gaming of FIG. 1A on a web site
hosted by a server separate from the casino, according to an
embodiment of the invention.
[0014] FIG. 2 shows a player communicating through the server of
the casino of FIG. 1A, according to an embodiment of the
invention.
[0015] FIG. 3 shows the casino of FIG. 1A combining the in-house
and on-line activity by the player, according to an embodiment of
the invention.
[0016] FIG. 4 shows the casino of FIG. 1A delivering a benefit to
the player, according to an embodiment of the invention.
[0017] FIG. 5 shows a display used by the casino of FIG. 1A to
verify electronically that a player is entitled to a benefit,
according to an embodiment of the invention.
[0018] FIGS. 6A-6D show player data generated from in-house and
on-line activity by a player at the casino of FIG. 1A, according to
an embodiment of the invention.
[0019] FIG. 7 shows a display of a player's combined activity
generated by the casino of FIG. 1A, according to an embodiment of
the invention.
[0020] FIG. 8 shows the player utilizing the player's combined
activity generated by the casino of FIG. 1A, according to an
embodiment of the invention.
[0021] FIGS. 9A-9D show a flowchart of the procedure combining
in-house and on-line activity of a player by the casino of FIG. 1A,
according to an embodiment of the invention.
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT
[0022] FIG. 1A shows a casino offering both in-house and on-line
(over a network) gaming, according to an embodiment of the
invention. In FIG. 1A, casino 105 includes various gaming devices,
such as slot machine 110 and blackjack 115. (A person skilled in
the art will recognize other games casino 105 might offer.) Casino
105 also includes server 120, which tracks a player's activity
within the casino. Thus, as the player uses slot machine 110 or
blackjack table 115, the player's coin-in, winnings, etc. is all
tracked via server 120. The tracked data can be stored locally on
server 120, or it can be stored in a secure server offsite (see
FIG. 2 below). In addition, server 120, although shown as
physically within the confines of casino 105, can be located
outside casino 105.
[0023] Casino 105 also offers on-line gaming web site 125. Web site
125 offers Internet gaming similar to that offered in-house at
casino 105, but without using the physical devices available
in-house. For example, web site 125 might offer on-line versions of
slot machine game 130 or blackjack game 135. The credits used by
the player in Internet gaming can come from any desired source. For
example, the player can input a credit card number to web site 125,
which then issues the player a number of credits in exchange for a
charge to the player's credit card. Or the player can use credits
associated with the player's account. Systems for transferring
credits from a player's account to a gaming device are described in
U.S. patent application Ser. No. 09/134,285, filed Aug. 14, 1998,
now pending, and U.S. patent application Ser. No. 09/694,065, filed
Nov. 19, 2000, now pending, which are hereby incorporated by
reference. A person skilled in the art will recognize how the
systems can be modified to transfer credits to a web site offering
Internet gaming.
[0024] To use web site 125, a user connects to web site 125 from a
computer, such as computer system 140, across network 145. Computer
system 140 conventionally includes computer 145, monitor 150,
keyboard 155, and mouse 160. A person skilled in the art will
recognize that although computer system 140 is shown as a desktop
personal computer, the invention is not limited to any specific
type of computer. For example, computer system 140 can also be an
Internet appliance, with monitor 150, keyboard 155, and mouse 160
integrated into the housing of computer 145. Computer system 140
can also take other forms: for example, a personal digital
assistant (PDA) or other handheld device, or even a cellular
telephone. Optional equipment not shown as part of computer system
140 in FIG. 1A are other input/output devices, such as a printer.
Also not shown in FIG. 1A are the conventional internal components
of computer system 140: e.g., a central processing unit, memory,
file system, etc. Similarly, network 145 can be any variety of
network, such as a local area network (LAN), wide area network
(WAN), wireless network, or global network (such as the Internet),
among others. Network 145 can also be any combination of the above
networks used to connect computer system 140 and web site 125.
[0025] Although FIG. 1A shows web site 125 as being stored on
server 120 within casino 105, a person skilled in the art will
recognize that web site 125 can be stored on other servers.
Similarly, web site 125 can be accessible through server 105 or can
be totally separate, so that connecting to web site 125 does not
require a path through server 120. For example, FIG. 1B shows an
alternative embodiment. In FIG. 1B, web site 125 is hosted by
server 150, which is separate from casino 105. Server 150 can be
owned by casino 105, but physically separate from server 120. In
this embodiment, where server 150 and server 120 are separate
devices, typically server 150 does not store any player tracking
information, which is preferably stored on server 120. Server 150
can also be located in a different environment, outside casino 105.
Or server 150 can be a third party server, operated by a third
party instead of casino 105 (but perhaps with direction from casino
105). A person skilled in the art will recognize other possible
variations.
[0026] Even if casino 105 does not own or operate server 150,
casino 105 will want to be able to track the player's activity on
web site 125. To enable this tracking, server 150 can report the
player's activities to casino 150. Connection 155 enables server
150 to report a player's activities to casino 105. A person skilled
in the art will recognize that connection 155 does not have to be a
direct physical connection. Instead, server 150 can connect to
casino 105 via network 145.
[0027] Although FIGS. 1A and 1B show web site 125 as providing the
on-line equivalent of gaming in-house at the casino, web site 125
can provide other forms of entertainment to players. For example,
rather than playing for money, web site 125 can offer players a
play-for-fun site. In this configuration, when players use web site
125, they are not risking their own money. Nevertheless, casino 105
might want to track the player's activities, to reward the player
for loyalty. For example, the player might earn points that are
redeemable at the casino. Thus, even though the casino does not
directly profit from the player's activities, there is an indirect
profit motive, as the player will eventually visit the casino to
redeem the points accrued, and hopefully spend money gambling at
the casino. In addition, if the casino offers multiple web sites to
players, some of the web sites can be configured for on-line
gaming, and others can be configured for play-for-fun.
[0028] Returning to FIG. 1A, as the player plays in-house at casino
105, playing for example slot machine 110 or blackjack table 115,
information about the player's activity is tracked. Similarly, as
the player plays on-line at web site 125, playing for example slot
machine game 130 or blackjack game 135, information about the
player's activity is tracked. In a preferred embodiment, the
combined data is stored offsite in a secure server (as shown in
FIG. 2 below). In a second embodiment the combined data is stored
in server 120. Regardless of where the data is stored, the combined
data gives the casino more information about the player that it
might otherwise have had.
[0029] Although FIGS. 1A and 1B only show a single casino, a person
skilled in the art will recognize that the invention can be
generalized to multiple casino properties. For example, a single
web site can track on-line gaming activity for players registered
with more than one casino property. In addition, a single casino
can have more than one web site (hosted on one or more servers, all
of which can be distinct from server 120), with player tracking
data being reported to server 120. A person skilled in the art will
recognize other possible variations.
[0030] FIG. 2 shows a player communicating through the server of
the casino of FIG. 1A, according to an embodiment of the invention.
In FIG. 2, computer system 140 is shown communicating with server
120. Server 120, in turn communicates with ASP server 205, which in
turn communicates with secure server 210 behind firewall 215.
Secure server 210 can be used to store sensitive data: for example,
a player tracking data storing data about a player's activities and
his personal information, among other possibilities. More
information about how such a system can be implemented is described
in U.S. patent application Ser. No. 08/843,411, filed Apr. 15,
1997, now U.S. Pat. No. 6,319,125, issued Nov. 20, 2001, U.S.
patent application Ser. No. 08/322,172, filed Oct. 12, 1994, now
U.S. Pat. No. 5,655,961, issued Aug. 12, 1997, which are hereby
incorporated by reference.
[0031] ASP server 205 is responsible for managing secure
communications between server 120 and secure server 210. In a
preferred embodiment, server 120 sends eXtensible Markup Language
(XML) requests to ASP server 205, which is the only device
permitted to access secure server 210 behind firewall 215. But a
person skilled in the art will recognize that server 120 can
communicate with ASP server 205 other than by using XML. By having
secure server 210 communicate with ASP server 205 rather than
secure server 210, sensitive data can be kept secure on secure
server 210 but still accessible from outside firewall 210 if the
request is transmitted in the correct manner. ASP server 205 can
then communicate with secure server 210 to obtain the response to
the requests, which can be securely transmitted back to server 120,
preferably using XML. Server 120 can then transform the XML
response into HyperText Markup Language (HTML) using an eXtensible
Stylesheet Language (XSL) Transformation (XSLT). The resulting HTML
can then be displayed to the player on computer system 140.
[0032] Communication between server 120 and ASP server 205 is
preferably encrypted. Any encryption scheme can be used: the Secure
Sockets Layer (SSL) encryption protocol used on the Internet is a
standard that can be applied to encrypt the communication.
Similarly, communication between ASP server 205 and secure server
210 is preferably encrypted.
[0033] As an example of how the communications scheme of FIG. 2 can
be used, consider the situation in which the player wants to update
his personal information. (In this example, encrypted
communications are not described, but a person skilled in the art
will recognize how to introduce encrypted communications into the
example.) Since personal information is sensitive (the player would
not want it publicly available), the data would be stored on secure
server 210, behind firewall 215. So, using server 120 the player
can request to view his player data. (It is assumed at this point
that the player has identified himself to the system.) The browser
request made of server 120 is translated into an XML request of ASP
server 205, which is forwarded to secure server 210. Secure server
210 responds with the personal information, which is formed into
XML and forwarded to server 120. Server 120 uses XSLT to transform
the XML data into an HTML page, which can then be presented to the
user. Using a form, the player can update his personal data. XML
form data can then be posted to ASP server 205, which can update
the database on secure server 210. ASP server 205 sends an XML
confirmation message back to server 120, which again uses XSLT to
transform the XML confirmation message into HTML, which can be
presented to the user.
[0034] FIG. 3 shows the casino of FIG. 1A combining the in-house
and on-line activity by the player, according to an embodiment of
the invention. In FIG. 3, activity by the player is tracked by
tracking unit 305, part of server 120. For example, in-house
activity 310, such as use of slot machine 110 by the player, is
received by tracking unit 305, as is on-line activity 315, such as
use of blackjack game 135. The activities are combined, enabling
the casino to track all of the player's activities in a single
account.
[0035] Server 120 also includes point awarding unit 320. Point
awarding unit 320 is responsible for awarding points to the player,
based on activity in the player's account. For example, if the
player has gambled enough (say, $1000), point awarding unit 320 can
award the player points. These points, in turn, can be used to give
benefits to the player: for example, with enough points, the player
can be awarded a complimentary visit to the casino buffet.
[0036] Although FIG. 3 shows point awarding unit 320 as included in
server 120, other implementations are possible. For example, points
can be awarded by gaming devices as the player plays, and by the
gaming web site as the player plays on-line. In that case, server
120 simply merges points awarded by individual gaming devices,
rather than awarding points based on play. A person skilled in the
art will recognize other possible configurations.
[0037] In FIG. 3, in-house activity 310 and on-line activity 315
are uploaded to server 120 in real-time. That is, as the activities
occur, the information about the activities is communicated to
server 120. This communication allows server 120 to accumulate
information about a player's activities as quickly as possible, so
that the player information stored on server 120 can stay
current.
[0038] FIG. 4 shows the casino of FIG. 1A delivering a benefit to
the player, according to an embodiment of the invention. In FIG. 4,
server 120 of the casino is shown sending electronic message 405 to
computer system 140. Message 405 originates within message unit
410, which generates the message. Message 405 can be anything: a
special offer to club members, a menu for the buffet, or an
announcement about an event. But more likely, message 405 is a
special offer for the player, determined by his activities (both
in-house and on-line). As such, message 405 can include promotion
415, bonus 417, coupon 420, both offering some sort of benefit to
the player. According to the present invention, a bonus is a prize
are awarded in addition to any jackpot and is based on a separate
set of payout tables or criteria. Essentially, a bonus is any prize
paid out above and beyond awards from a gaming device pay table. A
bonus prize can be in the form of cash, credits or non-monetary
awards, such as a car, or any combination thereof. The bonus prize
can also be tiered into a main bonus prize and multiple secondary
bonus prizes, plus optional consolation prizes, and similar
combinations. A list of possible bonuses is shown in Table 1, and
their marketing techniques and advantages are shown in Table 2.
1TABLE 1 Title Objective Description 2 for 1 offer Increase
headcounts. Stimulate Customers receive free offer with purchase of
a new trial. qualifying item. Bounce Back Increase occupancy and
average Guests are given a bound back coupon with value Discount
daily rate, especially in periods added hotel offer, usually framed
within period of of slack demand. slack demand. Brand Product Co-
Increase play. Heightened Player is rewarded with brand product
when meeting Op Giveaways brand awareness. gaming criteria. In a
variation, product is given when player shows up without any
qualification. Cash Letters Stimulate a visit. Instigate play.
Tiered cash offers based on financial value of player Build
customer loyalty. Pre- group to casino. Letters are sent to the
player and then empt players from migrating to redeemed in the
casino. competitor's casino. Club Develop and grow player Players
earn points and other value added incentives by database. Maximize
value of using tracking mechanism when playing slots. Similar
marketing dollar using direct to the frequent flyer model used by
airlines. Typically, marketing techniques as points are earned in
conjunction with coin-in that can opposed to media. Generate be
redeemed for cash and/or comps. A rating brand loyalty. methodology
is typically implemented to tier player classes based on financial
value to casino. Comps Build customer loyalty. Keep Complimentary
food/beverage/hotel/amenities are customers in the casino. earned
through casino play. In some cases points are Provide value added.
Increased liquidated or redeemed for complimentary offer. In
perceived value as compared others, player accrues a "comp value"
in addition to with actual cost. points earned that he may or may
not be aware of. Defected Bring back players who have Notification
and incentive offer to club members who Customer not been in the
casino since a have not had rated system play for the previous X
Programs prescribed period of time. months. Demand Driven Increase
occupancy and average Qualified players are sent tiered offers that
include Rate Offer daily rate. Maximize property complimentary room
accommodations, either in revenue by filling rooms with advance of
low demand or special citywide event. highest-level players. Rate
or comp status can be determined by player's value to casino.
Drawings Stimulate gaming. As indicated below in "Life Changing
Drawings," a segregated drawing can be mounted for players meeting
specific criteria (e.g., all blackjack players). For example, earn
a ticket with every blackjack dealt. Prize drawing is held at
conclusion of a promotional period. The prize can be anything:
e.g., a vehicle. Free Ace Stimulate blackjack play. Coupon can
serve as player's Ace when presented to dealer before the hand is
dealt. A rule can be used to require the player to make a maximum
bet. Free drink or food Increase headcounts. Stimulate Customers
receive free offer with purchase. component with new trial.
purchase Free Football Increase visits. Stimulate new Players
register for weekly football contest to pick Parlay trial. winners
of each weekend's games. Weekly winners are awarded cash. Gift of
the Month Increase play during specific Gifts given to players who
accumulate the qualifying time frame. Increase spending point
amount during the month. Gifts can be tiered per visit. Build
customer during same time frame to increase perception of value
loyalty. Stimulate new trial. across broad spectrum of players.
Gift with Game Increase coin-in. Build Player's Players meeting
game outcome requirements receive a Outcome or X Club awareness and
generate gift. The gift can be anything: from stuffed animals to
Points Earned new accounts. Increase vacations, from boxes of candy
to liquor. playtime and spend per session. Gift with new Increase
awareness and Gift or value added is offered in conjunction with
new product launch stimulate trial of new game or game/product roll
out on casino floor. Usually casino amenity. facilitated by live
attendants. Gift with Purchase Increase spending. Increase Players
receive a themed gift with purchase/coin-in. play during slack
demand. Build customer loyalty. Stimulate new trial. Holiday
Drawings Keep regulars focused on Drawings are held periodically
throughout the holiday property as an agenda item period. Chances
are earned with purchases. In one during the holiday period.
variation, chances can also be earned during the period
Maintain/increase customer preceding the holiday. counts, increase
coin-in. Hot Ball Build customer loyalty. A hot ball (one numbered
ball) is a randomly chosen Stimulate new play. ball prior to each
session. Players hitting B-I-N-G-O with the hot ball wins
additional cash. Life Changing Stimulate trial, improve A large
prize drawing is held after some time frame Giveaways customer
counts and coin-in. during which any purchase qualifies the player
for a chance. The prize can include any gaming, resort or retail
activity. Drawings can also be game-specific. For example, the
player can earn chances with every blackjack dealt to win prize.
Loss Leader Increase property headcounts. Popular food offerings
are made at break-even or loss Pricing Stimulate trial. price
points. Marathons Increase coin-in. Give known Participants are
given X amount of time to accumulate players opportunity to earn as
many credits (or points) as possible. Winners recognition and added
prizes for receive cash prizes. Typically, the operator will try to
play. Particularly valuable pay as many places as possible.
Sometimes during periods of slack demand. banquets/parties are
packaged in conjunction with Add value to Player's club card.
event. Increase room occupancy. Match Play Stimulate play. Player
uses match play coupon, usually to double or increase value of
actual wager. This bonus is often used with blackjack and craps
table games. Multiple Point Increase coin-in during periods Players
earn X times the regular number of points Promotions of slack
demand. Generate during a prescribed time frame. improved
perception of value for player's club. Music and Add excitement to
casino floor Any entertainment event from a lounge act to a stage
Entertainment and drive traffic. spectacular or "star in showroom"
is utilized to Events generate awareness, improve positioning and
drive non-qualified pedestrian traffic. Packages Increase occupancy
and average Guests are sent offers that package hotel rooms with
daily rate, especially in periods food offerings or other
amenities. of slack demand. Parties/Celebrity Increase brand
awareness. Usually, a minimum charge or wager allows access to
Event Stimulate new trial. Increase the event. Food and beverage
are available with play during slow periods. purchase. Sometimes a
co-op sponsor will provide free Increase customer trips. product
samples or the like in conjunction with event. Paycheck Cashing
Increase traffic. Get players in Player is rewarded with gift, free
game of chance, casino with cash to spend. Pre- match play, or
other value added offer when paycheck empt player from cashing at
is cashed at casino. competitors' casinos. Points Build player
database. Generate Points are earned through casino play as an
incentive. customer loyalty and new club membership. Competitive
advantage. Purchase Upgrade Increase play, especially during
Customer receives one level higher than actual slow periods.
purchase price for free. Senior Program Cultivate and develop
loyal, Various value added discounts and special events productive
"senior" customers targeted specifically at seniors. (age 55+).
Special Event Add value, reward and Upper tiered players are
invited to entertainment or recognize good players for sporting
events, sometimes off the resort's property. continued support of
casino. Typically, a pre- or post-party will be scheduled on the
property in an effort to get players to play. Tournaments Build
customer loyalty. Create Participants play, usually against each
other and the excitement and energy on clock, in a variety of
"tournament" style rounds. Prizes gaming floor. Stimulate play are
rewarded to the top winner(s) of each round and from onlookers. Add
value to final round. Some tournaments require a buy-in, others
Player's Club Card. Increase are free based on player qualifying
through previous traffic during slow periods. play. Sometimes
banquets/parties packaged in Increase room occupancy. conjunction
with event. Visit and Win Build value to Player's Club Off line
system used to allow club members to swipe Card. Generate new
player's once each day to earn instant prizes. club members. Impact
loyalty and coin-in.
[0039]
2TABLE 2 Traditional Marketing Title Technique Internet Marketing
Technique Internet Advantage 2 for 1 offer Media, internal
Advertised in Restaurant section of Increased awareness. Coupons
signage, web site. E-mail coupons (e.g., used to increase
headcounts. newsletter. food upgrades) could be given for value
added. Bounce Back Coupon at Advertised in appropriate section of
Increased awareness. Reduced Discount check out, web site. E-mail
offers. Content marketing expense. direct mail. pushed to web site
visitors. Brand Product Media, Internal Promote via web site with
co-op Cross-promotion via product's Co-Op Giveaways signage, point-
brand. Product web site could also web site adds synergy- of-sale
display be utilized for cross-promotion. E- prospecting element.
Value in conjunction mail coupons for casino and added coupon could
increase with product brand's products can be given for visits.
Improved perception of retailer. value added. Player's Club. Cash
Letters Direct mail. Cash offers are e-mailed to players. Increased
awareness. Postage Offers are given a security number and printing
costs for qualified to eliminate copies/forgeries. direct mail
minimized. Club Media, internal Advertised in the Player's Club
Increased registration. Identify signage, section of web site.
On-line "Internet" market segment. newsletter, registration.
Incentives can be e- Lower marketing costs per direct mail, slot
mailed to users for value added. sign-up. Grow market of system
display. potential Internet players if/when Internet gaming is
legalized. Tiered customers can be communicated to using tiered
e-mail offering. Comps Media, internal Advertised in the Player's
Club Labor efficiency. Casino hosts signage, section of web site.
Users can look will have more time pressing newsletter, up points
and other information and flesh with players instead of direct
mail, slot redeem comps on-line. processing administrative system
display. paperwork. On-line comp redemption/point totals will
generate ongoing awareness. Defected Direct mail is E-mail could be
used as on-going Greater potential message Customer utilized with a
communication tool using a frequency and fractional Programs "We
miss you" structured and tailored series of marketing cost. and
incentive messages intended to entice the based on player back into
the fold. player's previous value to casino. Demand Driven Direct
mail. Advertise in appropriate section of Increased awareness.
Reduced Rate offer web site. E-mail offer and push on- marketing
expense. going communication. Drawings Advertising, E-coupons could
be used to Increased level of ongoing newsletter, stimulate
additional visits. E-mail communication. Improve direct mail,
communication can remind effectiveness of promotion. internal
contestant that he already has X signage. chances to win. Free Ace
Coupons E-coupons can be tiered and Broadens value of promotion.
distributed administered with frequency based Increased appeal to
known through various on quality of player. players and
pedestrians. Lower outlets and distribution costs. media. Free
drink or food Internal Advertised in Restaurant section of
Increased awareness. Coupons component with signage, web site.
E-mail coupons (e.g., used to increase headcounts. purchase
newsletter. food upgrades) could be given for value added. Free
Football Media, internal Advertised in Events Calendar Heightened
awareness. Parlay signage, section of web site. E-mail Reduced
media expense. newsletter. coupons (e.g., beverage offer with
purchase) could be given for value added. Gift of the Month Media,
internal Advertised in the Player's Club and Heightened awareness.
signage, Events Calendar sections of web Improved results. Lower
newsletter, site. Value added via coupon. overall marketing costs.
direct mail. Gift with Game Media, internal Advertised in Events
Calendar of Increased awareness. Postage Outcome or x signage, web
site. E-mail coupon could be and printing costs for qualified
Points Earned newsletter. given for value added. direct mail
minimized. Gift with new Internal Play for Fun game could be posted
Player could "test drive" product launch signage, on web site in
conjunction with product on-line. Increased newsletter, product
rollout. Advertised in awareness. Postage and direct mail Events
Calendar section of web printing costs for qualified invitation,
site. E-mail coupon could be given direct mail minimized. media,
for value added. publicity. Gift with Media, internal Advertised in
Events Calendar Heightened awareness. Purchase signage, section of
web site. E-mail Reduced media expense. newsletter. coupons could
be used for value added. Play for Fun game outcome could dictate
amount of value added. Holiday Drawings Media, Internal Promotion
advertised in current Postage and printing costs for signage,
Events Calendar section of web qualified direct mail newsletter and
site. Qualified players receive extra minimized. On-line private
offers chances via e-mail. Extra chances tournament could improve
via direct mail could also be earned with on-line attendance and
return on with extra tournaments. investment. Improved value
chances for perception of Player's Club. qualified players. Hot
Ball Media, internal Advertised in Events Calendar Increased
awareness. Lower signage, section of web site. E-mail marketing
costs. newsletter. coupons (e.g., bingo upgrade) could be used for
value added. Play for Fun game outcome could dictate amount of
value added. Internet- only coupon bonus hot ball award. Life
Changing Media, internal Promotion advertised in current Postage
and printing costs for Giveaways signage, events. Qualified players
receive qualified direct mail publicity, extra chances via e-mail.
minimized. Improve value newsletter and perception of Player's
Club. private offers via direct mail with extra chances for
qualified players. Loss Leader Media, internal Additional
advertising opportunity. Pricing signage, E-mail discount coupons
can be newsletter. awarded based on Play for Fun outcome. Marathons
Internal Advertised in Events Calendar of Labor savings of on-line
signage, web site. Players could register on- registration. On-line
marathon newsletter, line. E-mail reminder prior to add value to
the website. direct mail marathon. On-line marathon style
Permission marketing improves invitation, tournament could be used
to pre- results. Lower costs of overall specialty qualify and
promote. E-mail marketing effort. media. coupon could also given
for value added. Match Play Coupons E-coupons can be tiered and
Broadens value of promotion. distributed administered based on
quality of Increased appeal to known through various player.
players and pedestrians. Lower outlets and distribution costs.
media. Multiple Point Media, internal Advertised in the Player's
Club and Heightened awareness. Promotions signage, Events Calendar
sections of web Improved results. Lower newsletter, site. Value
added via coupon. overall marketing costs. direct mail. Music and
Media, internal Entertainment events publicized in More compelling
on-line Entertainment signage, Events Calendar section of web
promotion. Postage and Events publicity, site. Advertising
presentation could printing costs for direct mail newsletter,
include video/music clip etc. Value minimized. Improve value added
electronic discounts could be perception of Player's Club. offered
via permission marketing to Potential savings in regular qualified
players. Tickets can be scheduled media. awarded as prize for
on-line Play for Fun tournaments. Packages Coupon at Advertise in
appropriate section of Increased awareness. Reduced check out, web
site. E-mail offer and push on- marketing expense. direct mail, in-
going communication. room materials. Parties/Celebrity Media,
internal Advertise in Events Calendar Heightened awareness. Event
signage, section of web site. E-mail value Reduced media expense.
newsletter, added e-coupon. Coupons could be direct required for
party. marketing. Paycheck Cashing Media, internal Player can be
reminded via e-mail a Minimize time at cage during signage, day or
two before paycheck is due. first check cashing procedure.
newsletter. Player can register at Cage via Improve traffic.
Internet connection. E-mail coupon (gaming incentive) could also be
given for Internet value added. Points Media, internal Advertised
in Player's Club section Convenience/labor savings signage, of web
site. Player point totals through on-line redemption. newsletter,
available on-line. Points can be Value added offers exclusively
direct mail, slot earned through web site for Internet redemptions
system display. interactivity. Comps can be (airline model). Player
access generated on-line. to accounts maintains higher level of
awareness. Purchase Upgrade Media, internal Advertise in Events
Calendar Increased awareness. Lower signage, section of web site.
E-mail marketing costs. newsletter. coupons could be required. Play
for Fun game outcome could dictate amount of value added. Senior
Program Media, internal Advertised in appropriate section of
Increased awareness. Ability to signage, web site. E-mail reminders
prior to provide ongoing newsletter, events. Special "Seniors Only"
commnunication. Reduced direct mail, Play for Fun tournaments with
marketing costs. buttons, special value added coupon payoffs. slot
card. Special Event Direct mail E-mail program can be used to
Increased awareness. Ability to invitation. strengthen
communication and provide ongoing "tease" the event with multiple
communication. messages rather than just one invitation. Reminder
notice X days before event can be used to minimize no-show factor.
Tournaments Internal Advertised in Events Calendar
Convenience/labor savings of signage, section of web site. Players
could on-line registration. On-line newsletter, register on-line.
E-mail reminder tournaments add value to the direct mail prior to
tournament. E-mail coupon website. Permission marketing invitation,
could also given for value added. improves results. Lower costs
specialty On-line slot tournaments could be of overall marketing
effort. media. staged as pre-qualifier with discount on
registration. Visit and Win Media, internal Promote via e-mail.
Daily swipe Improve number of visits. signage, could be facilitated
via Internet. newsletter. Customer would be required to visit
casino for fulfillment. Value added could be awarded exclusively
via internet.
[0040] Once received, the player can take advantage of the benefit.
Note that the benefit is electronically linked to the player's
account, meaning that the player does not need to bring in any
physical evidence of the benefit: he can redeem the benefit simply
by identifying himself to the appropriate attendant. This is
explained further below with reference to FIG. 5.
[0041] In FIG. 4, message 405 can be generated automatically by
message unit 410. But message 405 can also be generated responsive
to an inquiry by the player. For example, the player might inquire
of the system whether he is entitled to any benefits, at which
point the system checks his account and responds with any benefits
to which the player is entitled. This is represented by inquiry 425
(shown as a dashed line to indicate that inquiry 425 is not
required).
[0042] FIG. 5 shows a display used by the casino of FIG. 1A to
verify electronically that a player is entitled to a benefit,
according to an embodiment of the invention. In FIG. 5, monitor 505
is a display manned by a casino attendant. Monitor 505 is shown as
a touch screen display, in which case no additional parts are
required. But a person skilled in the art will recognize that
monitor 505 can be any variety of display: for example, a cathode
ray tube (CRT) or liquid crystal display (LCD) monitor, combined
with some way to select a benefit, such as a mouse or keyboard.
(The computer sending signals to the display can be a workstation
connected to the server using some variety of network, or monitor
505 can be a dumb terminal, in which case the computer communicates
with monitor 505 across some sort of cabling or network.) A person
skilled in the art will also recognize that, if the system is
sufficiently secure, the player can cash the benefit
electronically, without the aid of an attendant.
[0043] The attendant uses monitor 505 to verify the player's
identity. This can be done in any number of ways: for example, by
placing the player's card in card reader 510, or by typing the
player's driver license number into the system. A person skilled in
the art will recognize other ways in which the player's identity
can be verified. Once the system has some way to identify the
player, information about the player's account is displayed, as
shown in screen 515. For example, screen 515 shows a picture of the
player's face, along with his driver's license number, which the
attendant can use to verify the player's identity.
[0044] Screen 515 also shows the benefit to which the player is
entitled. In FIG. 5, the player's account is linked to two
benefits: a complimentary visit to the buffet, and two tickets to a
show. The attendant has selected the complimentary buffet (shown by
screen press 520). Presumably, the attendant is the cashier at the
buffet, but the attendant could also be redeeming the benefit at a
different station and giving the player a printout of the coupon,
which could then be used at the buffet.
[0045] Of course, before a player can receive a benefit according
to FIGS. 4 and 5, the player must be registered with the casino.
The most traditional way for a player to register with the system
is to have the player come in to the casino to register. A casino
employee enters player data (either from a form prepared by the
player or live as the player provides the data) into a computer and
gives the player a player card. Then, when the player uses the
player card at any gaming device, the system can track the player's
activity. The player card can also have a number imprinted on it
that is unique to that player card: the player can then use that
number to identify himself for on-line gaming.
[0046] Instead of having players come to the casino in person to
register an account, there are other ways in which players can be
registered with the system. For example, the player can fill out an
electronic form, over the Internet. The player can then be mailed
the player card, and/or can be issued electronically an
identification number that can be used for on-line gaming.
[0047] Other ways can also be used to register the player. For
example, software exists that allow the Internet Protocol (IP)
address of a computer to be located geographically. Using such
software, a player can be located without having to type any
information. When the player first sets up his account, the system
can determine the player's location based on his IP address. But IP
addresses identify computers, not persons: it is not possible to
determine who is using the computer from the IP address. Further,
if IP addresses are dynamically assigned, they do not even uniquely
identify a computer.
[0048] Instead of assigning the player an identification number, an
existing ID for the player can be used. For example, each state
assigns persons in the state a unique driver's license number. The
combination of the issuing state and the ID number can uniquely
identify a player. The player can input this information to the
system, and the system can forward the information to a third party
database. The third party database can then return information
about the player. The combination of issuing state and ID number
can be used both to obtain information about a player for
registration purposes (in setting up the player's account) and for
identification purposes (for using the account).
[0049] In a preferred embodiment, a combination of methods is used
to register a player. First, the IP address of the computer is
checked to determine the player's location. Then the player is
prompted for his ID number and issuing agency. The ID number and
issuing agency are forwarded to the third party database, both to
verify the player's location as determined by IP address and to
obtain player demographic information. If the player's location is
verified, the account is registered using the player's IP address,
ID number, and issuing agency. But if the player's location is not
verified, then the player is requested to telephone the casino or
come in personally, and have a casino employee register the
player's account.
[0050] FIGS. 6A-6D show player-data generated from in-house and
on-line activity by a player at the casino of FIG. 1A, according to
an embodiment of the invention. In FIG. 6A, basic player
information is shown on monitor 605 in screen 610. Screen 610 is
preferably generated using patron management software, which
enables the casino to monitor a patron's (i.e., player's)
demographics, gaming activities (both land-based and on-line),
trips, promotions, bonuses, and comps, etc. For example, FIG. 6A
shows a picture of the player, the player's name and address, any
promotions being offered to the player, and any accounts linked to
the player's account.
[0051] Forms can be used, with screens similar to screen 610, to
input player information for new players. This allows the casinos
to add new players to their databases. By linking players together
(for example, husband and wife), the players can combine their
activities, both for tax purposes and to increase the rate at which
they earn points.
[0052] FIG. 6B shows statistically significant data for a player.
For simplicity, FIG. 6B does not show monitor 605, but a person
skilled in the art will recognize that screen 615 is typically
displayed on monitor 605. In screen 615, each column stores
information about various trips the player has made to the casino,
and each row stores a particular type of data. For example, the
column titled "Current Trip" stores data generated by the player
during his current play at the casino. Similarly, the columns
titled "Avg. Day," "MTD" (Month to Date), and "YTD" (Year to Date)
storage data about the player's average day, month to date, and
year to date, respectively, activity at the casino. Some of the
data shown include the player's coin in to the slot machines, the
player's coin out (that is, amount received back from the slot
machines), any jackpots won, the casino's actual profits from the
player (before factoring in any comps the player has received), the
casino's theoretical profits from the player (after factoring in
comps), and so on.
[0053] A person skilled in the art will recognize that the
information presented in screen 615 of FIG. 6B represents only some
of the data the casino might be interested in, and that the form of
presentation shown in screen 615 is not the only form that can be
used. For example, the partially obscured column at the right of
screen 615 shows statistics about the player over his entire
lifetime. In addition, the information shown on screen 615 can
include statistics generated by all players linked to an individual
account or just a subset of players, can include all properties
owned by the casino or just a subset of properties, can be limited
to specific revenue sources (for example, just slot machines or
just table games), etc.
[0054] FIG. 6C shows a screen whereby the casino can calculate how
close a player is to receiving a comp from the casino. As with FIG.
6B, monitor 605 is not shown in FIG. 6C. For example, in screen 620
the casino can see statistics from the player's current trip. To
determine how close the player is to receiving a comp, the casino
can enter the desired comp in shaded area 625. The system can then
determine whether the player is entitled to the comp, and if not,
how much additional activity the player will need before being
entitled to the comp. By using screen 620, the casino can consider
"what if" scenarios with the player.
[0055] As with screen 615 of FIG. 6B, screen 620 of FIG. 6C shows
neither all the information that could be presented to the casino,
nor all possible variations of presentation. For example, rather
than considering the current trip, the casino can use screen 620 to
consider what comps the player might be entitled to considering his
activity during the current month or year, or over his entire
lifetime, among others. Or the statistics of screen 620 can be
limited to individual players, rather than linked accounts. The
data can also be broken down to separate in-house gaming from
on-line gaming. In addition, various combinations of the above
presentation forms are possible. For example, the casino can use
screen 620 to display the player's on-line gaming for the current
year.
[0056] FIG. 6D shows a screen whereby the casino can view the
player's current trips, along with any promotions available to the
player. In section 635, screen 630 shows the trips the player has
registered for. Some of the trips have been completed (with a
status of "Complete"); others have not yet begun (with a status of
"Pending"). The player is currently in town on trip number 3, and
failed to show at all for one trip earlier in the August.
[0057] Although screen 630 shows the trips in reverse chronological
order, a person skilled in the art will recognize that trip
information can be presented to the casino in other formats. For
example, screen 630 can show a portion of a calendar (such as the
current week or the current month) and display the trips across the
calendar.
[0058] Section 640 shows information about promotions offered by
the casino. Various promotions are shown. Casino employees can add
or modify the promotions, and can make certain promotions available
to the player.
[0059] There are other uses possible for the information shown in
FIGS. 6A-6D. For example, this information can be used to design
new promotions, which might increase player activity. Or the
information can be used to improve the gaming opportunities offered
to the player, either in the casino or on-line. A person skilled in
the art will recognize other possible uses for information about a
player's account.
[0060] FIG. 7 shows a display of a player's combined activity
generated by the casino of FIG. 1A, according to an embodiment of
the invention. Since the server stores both in-house and on-line
activity in the account, the server can generate a tax statement
for the player at any time, summarizing all of the player's
activity. The player can connect to the server across the network
and authenticate himself (for example, using his player's card
number, driver's license, or any other desired form of
identification). Screen 705, displayed on monitor 155 (part of
computer system 140 of FIG. 1A), shows the player's current
statistics, allowable deduction (based on the current tax
regulations), and any carry-over deduction for next year.
[0061] FIG. 8 shows the player utilizing the player's combined
activity generated by the casino of FIG. 1A, according to an
embodiment of the invention. In FIG. 8, screen 805 is shown. Screen
805 can be displayed on monitor 155, as shown in FIG. 7. In section
810 of screen 805, the player can specify arrival and departure
dates for the desired reservation, along with the number of guests.
This includes searching for any promotions or comps the player
might be entitled to. Then, when the player presses search button
815, the system searches to find all available rooms that might
satisfy the reservation. These are shown in list 820. For example,
the player might select row 825, which indicates that the player
can receive a complimentary room (although more expensive room
types are not offered as comps).
[0062] FIGS. 9A-9D show a flowchart of the procedure combining
in-house and on-line activity of a player by the casino of FIG. 1
A, according to an embodiment of the invention. In FIG. 9A, at step
905, the casino receives in-house activity by the player, and at
step 910, the casino receives on-line activity the player. A person
skilled in the art will recognize that steps 905 and 910 can be
performed in either order, and can be repeated as needed. At step
915, the in-house and on-line activities are combined in the
player's account, which is stored in step 920. At step 925, the
system determines if the player is entitled to any points. If so,
then at step 930, the player is awarded points based on the
player's activity.
[0063] At step 935 (FIG. 9B), the system determines if the player
has requested a benefit. If so, then at step 940 the system
determines if the player is entitled to a benefit. If so, then at
step 945 the system sends the player a benefit, responsive to the
player's request. If the player did not request a benefit, the
system can check on its own to see if the player is entitled to a
benefit, as shown at step 959. If the player is entitled to a
benefit, then at step 955 the system can send the benefit to the
player automatically. Otherwise, if the player is not entitled to
the benefit, then at step 960 the benefit is not sent.
[0064] At step 965 (FIG. 9C), the system determines if the player
is trying to cash the benefit electronically. If so, then at step
970 the player is identified at a second computer (this can be done
with or without an attendant). At step 975, the system verifies
that the player is entitled to the benefit. At step 980, the
benefit is awarded to the player, and at step 985 the benefit is
canceled from the player's account.
[0065] At step 990 (FIG. 9D), the system checks to see if the
player is requesting a display of the account activity. If so, then
at step 992 the system displays the account activity to the player.
At step 995, the system determines if the player is requesting a
tax statement. If so, then at step 997 the system prepares and
presents to the user a tax statement based on the player's
activity.
[0066] A person skilled in the art will recognize that an
embodiment of the invention described above can be implemented
using a computer. In that case, the method is embodied as
instructions that comprise a program. The program may be stored on
computer-readable media, such as floppy disks, optical discs (such
as compact discs), or fixed disks (such as hard drives). The
program can then be executed on a computer to implement the method.
The program, or portions of its execution, can be distributed over
multiple computers in a network.
[0067] Having illustrated and described the principles of the
invention in a preferred embodiment thereof, it should be readily
apparent to those skilled in the art that the invention can be
modified in arrangement and detail without departing from such
principles. All modifications coming within the spirit and scope of
the accompanying claims are claimed.
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