Patent Application
20100124985
The present invention relates generally to the fields of computer systems and data processing, wireless telecommunications, and in particular to marketing via mobile devices and/or gaming networks.
Hotels and casinos often offer both gaming and entertainment. Many show tickets go unused because patrons are unaware of the event, timing, or venue. Gaming establishments, while reluctant to move patrons from the gaming machines, like to have rewards points used and seats filled when possible, and using the customer's gaming payout credits to pay for a show, restaurant meals or other venue events is another way of keeping the gaming winnings within the casino.
It is one object of the invention to efficiently utilize an existing gaming infrastructure to enable push marketing of events, services, restaurant meals, merchandise and the like to a gaming patron.
The various embodiments of the present invention may, but do not necessarily, achieve one or more of the following advantages:
the ability to market venues to patrons of a casino;
the ability to market spare capacity of venues to players of a casino; and
provide an incentive for departing patrons to remain at a casino;
provide a means for a casino patron to utilize reward points; and
the ability to generate goodwill with casino patrons by providing loyalty offers based on a patron's history at the casino.
These and other advantages may be realized by reference to the remaining portions of the specification, claims, and abstract.
In one embodiment of the invention, there is provided a casino network which uses a marketing system to identify spare capacity at one or more venues associated with a casino. The marketing system may then provide offers to one or more patrons of the casino that invite the patrons to utilize the spare capacity.
In one embodiment of the invention, there is provided a method for managing capacity at a venue in which offers to attend a venue that has spare capacity may be provided to selected players of a gaming network. The offers may be provided to the player(s) via gaming devices of the gaming network. The offers may be in relation to an entertainment event at a venue of a casino that comprises the gaming network.
In one embodiment of the invention, there is provided a method for marketing an offer to a player of a gaming device at a casino. In the method, the offer of one or more tickets to a player for a venue at the casino having spare capacity may be triggered by a cash out event at a gaming device being played by the player.
In one embodiment of the invention, there is provided a marketing system for marketing offers to patrons of a casino. The marketing system may comprise means for identifying a spare capacity at a venue associated with a casino and means for generating an offer in relation to the spare capacity. Means may be provided for selecting at least one patron within the casino and for providing the offer to the at least one patron.
The above description sets forth, rather broadly, a summary of one embodiment of the present invention so that the detailed description that follows may be better understood and contributions of the present invention to the art may be better appreciated. Some of the embodiments of the present invention may not include all of the features or characteristics listed in the above summary. There are, of course, additional features of the invention that will be described below and will form the subject matter of claims. In this respect, before explaining at least one preferred embodiment of the invention in detail, it is to be understood that the invention is not limited in its application to the details of the construction and to the arrangement of the components set forth in the following description or as illustrated in the drawings. The invention is capable of other embodiments and of being practiced and carried out in various ways. Also, it is to be understood that the phraseology and terminology employed herein are for the purpose of description and should not be regarded as limiting.
In the following detailed description of the preferred embodiments, reference is made to the accompanying drawings, which form a part of this application. The drawings show, by way of illustration, specific embodiments in which the invention may be practiced. It is to be understood that other embodiments may be utilized and structural changes may be made without departing from the scope of the present invention.
To facilitate occupancy of unused capacity at a venue, the following embodiments of the invention provide for a push marketing service which utilizes any combination of a gaming network, a wired network, the Internet, and mobile communications devices. Existing infrastructure for gaming systems, such as video poker, KENO, and slot machines, may include stand-alone machines, machines with one-way communication networks, or two-way communication networks wired or wirelessly provided to the machine and maintained by the casino. In addition to this communications network, cell phones are considered to be ubiquitous and available to most patrons.
In
The gaming network 13 includes at least one gaming device 21 that is configured to allow players to place wagers and play a game. Multiple gaming devices 21 may be networked within an establishment or within several establishments as is known in the art. The specific nature of the gaming devices is not considered to be pertinent to the present invention and may include any well known gaming devices including slot machines, video slot machines, video poker machines, KENO machines, table games, etc.
The gaming devices 21 may be configured to receive bills, casino tokens, credit cards or many other forms of payment. Similarly, winnings may be paid by tokens, tickets, credit or through other facilities of the gaming establishment. In particular, the gaming devices 21 may be configured to receive and interact with a Player Identity (ID) card that identifies a player and a player account of the player. A player uses their player id card by inserting the card into the gaming device at the commencement of game play. Gaming credits won or lost during play on the gaming device may be credited or debited to the player's account.
The gaming devices 21 can be controlled by one or more gaming controllers 22 that can operate the gaming devices 21, including providing game outcomes, game updates and configurations, control of bonus games, community games, progressive jackpots etc.
The gaming devices 21 typically include a display 23 which can display various gaming information, such as amount of gaming credits available, gaming outcomes and information from the gaming controller 22. In an embodiment of the present invention, the gaming device displays may also be configured to display offers from a marketing system, received via the gaming controller 22, as will be described in greater detail below. The gaming devices may also include printers (not shown), such as for printing cash out vouchers, gaming receipts and the like.
With reference again to
In one embodiment, the casino network 10 further includes a marketing server system 12 that communicates with the ticketing system 11 and with the gaming network 13. A cellular network 15 may also be provided within the casino premises for communicating with gaming patrons via a patron's mobile phone device 17.
As mentioned above, a casino or the like may include a number of venues that may be managed through discrete or integrated capacity management systems, such as the ticketing system 11. A method for managing capacity at a venue of the casino, hotel, entertainment complex and the like will now be described with reference to the flowchart 100 of
With reference again to
In one embodiment, as the time for an entertainment or other event draws near, the marketing system 11 takes count of unsold seats from the entertainment ticketing server 12 and selects patrons of the casino to fill the spare capacity. Patrons may be selected based on their location within the casino and/or with respect to the venue, based on the activity at a gaming device, based on patronage history etc. For example, the marketing system 12 may interact with the gaming controller 22 of the gaming network 13 to determine those registered patrons that are currently gaming, e.g. have inserted their player id cards into a gaming device or are otherwise registered at a gaming table. In an alternative embodiment, patrons that are within the casino but are not actively gaming may be selected for the receipt of offers. In an alternative embodiment, patrons may be selected for offers as they finish playing on a gaming device, for example when a cash out event is detected at a gaming device.
In one embodiment, selection of patrons to receive an offer may be based on “game play history” which may include amount won, amount lost, hours spent actively gaming, total amount wagered, etc.
A person skilled in the art will recognize that a combination of selection methods may be used. For example, a patron may be selected because they within the casino but are not currently gaming and have a strong gaming history, a large number of redeemable rewards points, etc.
When the marketing system 12 selects the available patrons to whom an offer will be provided, the marketing system 12 begins polling the database 14 to determine the best contact method for the selected patrons based on their current status in the system and which type of terminal they might have access to. A selected patron may be notified of an offer by various means including through a gaming device on which the patron is currently active, via SMS/MMS, by an announcement, or via a display within the casino or elsewhere on the premises.
The player database 14 and/or the gaming controller(s) 22 of the gaming network 13 may be used to determine the current gaming status of patrons within the casino. For example, when a player inserts their player id card into a gaming device or scans their card at a table game, the player database 14 or gaming controller 22 may be updated to indicate that the patron is currently active on that gaming device (or table). When the player cashes out, e.g. by selecting a cash out button on the gaming device and/or withdrawing their player ID card, the player database 14 and/or gaming controller 22 may be updated to reflect that the patron is no longer actively gaming.
If the patron is at a gaming device 21 of the gaming network 13, the device 21 may be instructed by the marketing system 12 to provide an offer to the patron by displaying the event information on the display 23 of the gaming device. The display of the offer may advise the patron of the current time and the time of the event, the venue, and the any cost or value of the offer (possibly free or discounted). The display may also prompt the patron to accept the offer, such as by selecting a particular button of the gaming device 21. Other choices, such as payment via rewards points or by deducting the price from the machine's winnings total, may be presented. If the patron accepts the offer through the gaming device, the gaming device 21 interfaces with the marketing system 12 and/or ticketing system 11 to indicate the acceptance of the offer and to update the ticket availability. The value of the offer may be deducted from the patron's available gaming credits or from the patron's reward points, depending on any options selected by the patron through the gaming device 21. Otherwise, or additionally, the patron may be instructed to text or call via his mobile device 17 to a specific or short SMS number, to complete the transaction. Other payment options might include credit card information on file, will-call at the event window, or billing directly through the mobile service provider. Once the transaction is complete, the marketing system 12 and/or ticketing system 11 may instruct the gaming device 21 to print out tickets that reflect the offer acceptance. The tickets may be tickets for direct entry to an event at a venue, or may be in the form of vouchers, coupons or a user code that would gain them access to the tickets at another terminal, such as a redemption desk, kiosk, restaurant, or the will-call ticketing at the event venue. In another embodiment, a secondary device, screen, or printing device could be attached to a gaming device 21 to provide the offer, response, and fulfillment capability.
If the patron is at a restaurant, table game, or other venue where no display is present, the offer information may be sent via text, SMS, MMS or similar messaging system to their mobile device 17 through the cellular network 15.
In one embodiment, the push marketing may be in the form of a contest, such that acceptance of an offer, e.g. through a gaming device or by texting into a special number, results in a lottery type of play for the unused event tickets, meals, hotel accommodations, merchandise, etc. This allows for a greater number of patrons to be allocated into the contact stream without overselling the spare capacity.
For lottery type winners an SMS to the mobile device would notify winning patrons and provide the user code for redeeming the tickets or merchandise. Ticketing might then be provided by a bar code printer on the gaming terminal, a code sent to the mobile device via SMS, or will-call at the event. Notification to a winning patron may also be provided to a gaming device on which the patron is currently active, as described above.
Another methodology includes providing a rewards channel where the patron, when in the area of the casino, registers his phone with the channel service, such that GPS information from the phone may be read. This service may be a collaboration between multiple casinos and hotels, and when a patron is near the casino or event venue and unsold seats are available the wireless device may relay the ticket offer to the patron.
If only a certain number of offers are available a heuristic score is assigned to each patron, and beginning with those with the highest score, offers are made through the gaming network, mobile network, or both. The heuristic score could also be used to modify the base price of the offer to customize it to the score of individual patrons. For example, a player with a greater patronage history, as determined by reward points, amounts wagered, amounts spent in accommodation, or the like, may be provided with a more greatly discounted offer.
If a lottery approach is used, the offer may be transmitted to all available patrons or to all patrons who meet a selection criteria. Selection criteria may include a location of the patron, hours of game play, amount wagered in total, amount wagered within a recent timeframe, amount lost wagering, amount won wagering, etc.
The offers may be transmitted via SMS, MMS, an application within the wireless device, synthesized or recorded voice messages, or a link to an Internet page accessible by the mobile device. The patron may then respond to the offer through the same communications link or through another, including the gaming system itself via the gaming network 13.
In another embodiment, all of the functionality could be contained within one networking system, such as the ticketing or gaming network, and all offer, response, and fulfillment capability could be contained within that network and its associated devices.
In another embodiment, all of the functionality could be contained within a server for the mobile device network, providing offers on any triggered event or communication from driver systems, and all offer, response, and fulfillment capability could be hosted on the mobile device.
In another embodiment, GPS information from the registered mobile device could be used to push the event driven time critical marketing information to the patrons closest to the venue, or other criteria based on positioning, for example as the patron is exiting the casino.
In another embodiment the offer could be triggered by a gaming device conditional, for example, as a choice between a jackpot won on the machine paying out in cash or in the event tickets.
In one embodiment, an offer to attend spare capacity at a venue is made to a patron upon detection of a cash out event. As shown in the flowchart 200 of
The cash out event may include such events as the dollar amount in the gaming device currently being played reaching zero, the patron pressing the “cash out” button, or the patron removing their rewards card (player ID card) from the gaming device. Cash out events can also include likely or imminent cash out events including when the balance of the player's account or the available number of gaming credits at the gaming device drops below some threshold value, such as 20 credits.
In one embodiment, offers to fill spare capacity at the casino venues may only be provided if spare capacity exists for an imminent event, such as an event occurring within a predetermined time (e.g. one hour) of the cash out event. Such an embodiment has an advantage that it provides an incentive to keep the patron in the casino when the patron has finished gaming.
The term “within the casino” as used throughout this specification is to be interpreted broadly and can generally include patrons who are within venues associated with the casino, such as nearby restaurants, hotels, entertainment venues and the like as well as recreational complexes around the casino, such as golf courses, amusement parks, swimming pools, etc.
In one embodiment, the casino may be provided with a series of display devices throughout the premises. Such display devices can display various casino related information as will be apparent to a person skilled in the art. When an offer is to be provided to a selected patron, the system may determine what region of the casino the selected patron is located in. The system may then select one or more of the display devices in that region and may push the offer to the selected display devices. A patron's position may be determined from GPS data of the patron's mobile device or may be selected from a player's identity at a gaming device, e.g. via a player ID card inserted into a gaming device. Multiple patrons may be provided with an offer on a single display device or devices of a region. Instead of locating the patron(s) to whom an offer will be made and selecting the display devices accordingly, the offer may be displayed on all available display devices. In order to accept an offer, a patron may be required to present themselves at a ticket booth, venue etc or may be required to respond by SMS message to a number presented in the offer.
Although the description above contains many specifications, these should not be construed as limiting the scope of the invention but as merely providing illustrations of some of the embodiments of this invention. Thus, the scope of the invention should be determined by the appended claims and their legal equivalents rather than by the examples given.
This application claims priority to U.S. provisional patent application Ser. No. 61/114,937, filed Nov. 14, 2008, the contents of which is herein incorporated by reference.
| Number | Date | Country | |
|---|---|---|---|
| 61114937 | Nov 2008 | US |
