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Question of the Day - 04 August 2023

Q:

When and which casino or gambling company first introduced player cards to earn rewards? Was it quickly accepted by players even though it required providing casinos with some personal information? How long did it take for other casinos to offer their own players cards?

A:

Though table-game players started receiving comps as far back as the 1930s, it wasn't until the early 1980s that slot players got any respect from the casino.

In 1982, the world's first casino-loyalty program debuted at the Atlantic City Sands. It was called the Galaxy Slot Club and members were invited to special events and parties; they were also presented with gold lapel pins they wore to signify them as casino VIPs (of a sort).

At least one competing casino, Harrah's Atlantic City, obviously thought it was a good idea, but it took a couple of years for Harrah's to implement a new slot club strategy. In the system they introduced, slot players received a bonus ticket for every $100 they put through a machine. The tickets were issued by special dispensers attached to the machines, similar to skee-ball tickets in kids arcades, which could be redeemed for various amenities in the hotel -- rooms, food, gift-shop items, and the like.

The Golden Nugget was the first casino in Las Vegas to institute a slot club, employing a similar ticket-issuing system, in the mid-1980s. 

From there, it didn't take long for slot clubs to grow much more sophisticated. By the time Jean Scott burst onto the scene in the early 1990s, machines came equipped with readers that tracked play as long as plastic ID cards were inserted. Jean was able to take advantage of the system to such an extent that she could stay in various Las Vegas hotel-casinos for most of a winter (escaping the cold in Indianapolis, where she and Brad lived at the time) in comped rooms, enjoying three comped meals a day for months at a time. 

Slot hosts, bounceback coupons, free play, tier levels, multiple-point promotions, point-of-purchase redemption, holiday-shopping events -- slot clubs in their heyday offered endless variations on the theme of "the more you play, the more goodies you get."

And to illustrate how valuable slot players have become to the casinos, table-game players, royalty on the floor for many many decades, were gradually incorporated into the electronic tracking systems, reflected by the update of the name to "players clubs."

 

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Comments

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  • Doc H Aug-04-2023
    cost/benefit
    'Jean was able to take advantage of the system to such an extent that she could stay in various Las Vegas hotel-casinos for most of a winter (escaping the cold in Indianapolis, where she and Brad lived at the time) in comped rooms, enjoying three comped meals a day for months at a time. '
    
    'slot clubs in their heyday offered endless variations on the theme of "the more you play, the more goodies you get."'
    
    Not to dispute any of that, I'm sure that was reality, but what was the true cost to the player for all those comps? One could argue, sure, person A is going to play regardless of the 'freebies' and it blunts the losses to some degree but casinos were never dumb and weren't giving away anything even in the good old days, they always came out on top in the end no matter how much a player thought they put one over on the casinos. Losing 5% net is better than losing 10% net but both words are the same, LOSE, in the end, long term. 1990's room rates were also very cheap.

  • Edso Aug-04-2023
    Advantage Players
    Jean and her husband Brad became skilled Blackjack and then VP players that they actually made money through their advantage play. By the time they decided to move to Vegas full time, they were playing enough that their bankroll could withstand down periods, and that according to Jean, they were in the black, most years.  Now, I'm just going by what she and others, like Bob Dancer and Anthony have mentioned.

  • CLIFFORD Aug-04-2023
    me guess is
    PLAYER CARDS FOR COMPS WERE/ARE/WAS ACCEPTED BY A FEW FOLKS.  ONCE, I SAW A PERSON PLAYING A "BANDIT" INSERT WHAT LOOKED LIKE A CREDIT CARD INTO ZEE "BANDIT".  I THINK IT MAY HAVE BEEN A PLAYER CARD. IT WAS THRILLING TO SEE! 

  • John Hearn Aug-04-2023
    They don't call her The Queen for nothing
    Jean and Brad did just fine, thank you. It was a different time. And while most of the great opportunities are ancient history, a lot of Jean's advice in her first book still rings true. Always use your player's card. Don't worry about what machine you are playing (other than the pay schedule, of course.) If you are cold or a cigar smoker is next to you, move to another good-paying machine. And if you get lucky and hit a royal, don't worry that "the man" or the machine won't pop up another one that same day. It did for her, as I recall. Great lady.

  • Brent Aug-04-2023
    Here we go again!
    @Doc H. I'm on board with most of what you say. But your last sentence is flat wrong.
    
    Adjusted for inflation, today's room rates--even including resort fees--are neck-and-neck with historic room rates as far back as you care to go.
    
    Indeed, there are many times when the real dollar cost of room today is substantially lower than they were in the 1980s, 1990s, even the 1960s and 1970s.

  • Kevin Lewis Aug-04-2023
    The Doc hath spoken (snort)
    I know that what Jean did worked because I did the same thing myself for many years. It took work, research, and accuracy, but you could indeed get complete room and food comps for the duration of your visit while playing games that were already inherently profitable. The "true cost," as Doc the Sage puts it, of playing those games was already less than zero--IF you restricted your play to the good machines AND you played them well. Jean did both. So did I.
    It was much more difficult to craft proper strategies and scout good machines, lacking the tools we have today, but much, much easier to find and exploit opportunities such as good promos. Then as now, the actions of unskilled players basically subsidized those of the APs. But back then, their player tracking systems were crude or nonexistent and they couldn't really tell if you were just getting lucky. Now, there's a bot perched on your shoulder, tracking your every move.
    

  • Larry Stone Aug-04-2023
    Telly Savalas
    What about the Players Club International card.  The commercials on on you tube featuring spokesman Telly Savalas.

  • Doc H Aug-04-2023
    rates and more
    Brent, I could be off on the room rates. I'm just going by what I recall from the 90's in certain properties like the Stardust, the motor inn section rooms, were very cheap on weekdays. Westward Ho same thing and a few others. Not LV but remember in Laughlin signs up and down advertising $9 and $12 rooms in the 90's(!), no resort fees. Even with inflation, that was insanely cheap! 
    
    Kevin Lewis, I have no doubt you did the same back in the day. I remember playing craps, mostly playing pass line/odds at the LV Club downtown when they had .25 cent craps in the mid late 90's, early morning hours of weekdays and they'd comp us food just for being there and having a warm body. Though with all that said, while the comps take the sting out of losses over the long run a bit, perhaps one can indeed be in the black at times, it's still not a way to make decent money long term. Just subsidizes a little of the fun of gambling many of us have but I wouldn't call it anything more. 

  • Doc H Aug-04-2023
    one last
    Today, not sure how many of you follow all these youtuber's playing slots, VP etc, but if I were looking to make some $ to make up for low comps, I'd start my own VP or slot play channel. There are quite a few who have large followings and make some very decent money monetizing advertising on youtube doing it. There was one individual who had only about 3k followers playing slots and he had a detailed video documenting how me made money on youtube and one year, with that fairly small following, made close to 30k, I think it was 29k, just in advertising by people watching him play. He said it takes work and time of course to get that following revenue. Those that have 12k views or more on a video daily, I can't imagine what they must make. It shocks me frankly there are that many followers watching people play slots mostly but there's a big market out there for it apparently. So those who miss the comp heavy years, this is a new way to get that element back and make some $ in a new way.

  • David Miller Aug-04-2023
    I Agree
     Kevin Lewis adroitly penned the truth - everything he said (except for the bot on one's shoulder and the uncalled for "snort") is correct. I also was there during that time period in Vegas and concur with what Lewis says.

  • Fumb Duck Aug-04-2023
    Identify APs
    The real purpose of player's cards is to identify and eject winning players. All the rest is fluff to tease the suckers.

  • Robert Dietz Aug-04-2023
    My First Slot Club Experience
    I'll make a dazzling little contribution that some might consider semi-embarrassing in a Bob Dancer kind of way. The first slot club I exploited was at the Gold Coast, I believe. Maybe '87 or thereabouts. When you bought in for ten bucks in coins for slot machine use, you got a punch on a punch card. A full punch card got you a free meal. I got a GC room and wore a trench coat -- LOL -- I would get ten bucks in quarters, run them through once on video poker, and pocket the quarters. Kept doing it. When my pockets were full, up to the room to dump the quarters. Filled more than 20 punch cards in a day and a half. Ate well for a couple of weeks. Never let it be said I passed up free grub.

  • Robert Dietz Aug-04-2023
    Room Rates
    I recall rates at the Gold Spike being $16 weekdays and $20 weekends during the 80's. I think it edged up to $20 and $25 respectively by late '80s. The El Cortez was a couple bucks more. The classic The Western was even cheaper (more dangerous, but cheaper). And I remember ads in the LA Times, either Friday or Sunday edition, where you could snag good rates by mentioning the ads.

  • Brent Aug-05-2023
    @Doc H and Robert Dietz
    Let's see...$25 in 1989 would be equivalent to $61.51 today. So, $61.51 a night to stay at the Gold Spike which was, let's be honest, a dump. I regularly get mailers from the ElCo offering my "casino rates" that come out to about $60 a night, on weekends, after their resort fee.
    
    No, it's not every weekend; there are definitely black out dates. They had those back in the 1980s too. And I guarantee that the update rooms at the ElCo right now are better than the rooms they had in the 80s.
    
    I feel like what the "it was cheaper in the past" crowd really means to say is "Years ago, when I was younger and willing to stay in pretty much any hole in the wall, I could get a really cheap room. Today, when I'm more concerned about comfort and safety, it's not as cheap to get a room I find acceptable."