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.
Approach
We created a player data platform on Snowflake that pulled data from five property management systems. We used probabilistic matching to link player identities across properties and created a single view for each player. Then, we built a Tableau analytics layer that let the marketing team spot players active at multiple properties and calculate their lifetime value.
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.
How We Pulled Together Player IDs from Five Different Systems
Alright, here’s the deal. We had five different property management systems, and each one had its own way of ID’ing players, no common thread to link them up. So, we rolled up our sleeves and built a probabilistic matching method. We matched players based on name, birthdate, address, and phone number. This let us stitch together player records across all those systems. In the end, we uncovered 14,200 players active at more than one property. For the marketing team, this was pure gold, they’d never had this kind of insight before.
How We Built Lifetime Value Models for a Few Key Business Units
Here’s what we did: built a lifetime value model tracking each player across every platform they used. The interesting bit? Players hopping between multiple sites brought in 2.8 times more revenue than the ones sticking to just one. So, the marketing team flipped their retention budget to focus on these multi-property players who actually make a difference.
We jumped right in and launched the first campaign on a handful of key sites.
About a month in, the marketing team dove in and used visit history to send personalized offers to 14,200 players who played on different properties. That simple move brought in an extra $680K over the next three months.
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.