Desert Diamond Casinos · Gaming & Hospitality · Tucson, AZ · 18 weeks
5 property management systems consolidated into one
Desert Diamond Casinos managed five properties, each using a separate property management system, which blocked any cross-property player insights. We integrated these systems into a single platform, cutting technology costs by $1.9 million annually. This consolidation also allowed the casino to analyze player behavior across all properties, uncovering $2.4 million in new marketing revenue.
Challenge
The company managed five properties, each on a different property management system. Without a unified player view, they couldn’t track high-value customers across locations or coordinate loyalty programs. Maintaining these separate systems cost $1.9 million annually.
Outcome
We launched the unified player platform in week 18, cutting annual tech costs from $1.9M to $420K. By analyzing player behavior across properties, we identified 14,200 multi-site players, unlocking $2.4M in potential marketing revenue. The initial cross-property loyalty campaign delivered $680K in new revenue within 90 days.
Results
- $1.9M Annual technology cost saved
- 14,200 Cross-property players identified
- $2.4M Incremental marketing opportunity
- 18 wks Unified platform delivered
We had five properties with five different databases, but no way to track players who were active on more than one. Thinklytics helped us find 14,200 of those players. Our first campaign targeting them generated $680,000 in just 90 days.