Everi Revolutionizes Player Loyalty with Fast Digital Drawings and Point Redemptions

The world of casinos is constantly evolving, not only in the games themselves but also in the technologies for player engagement and management. Everi Holdings Inc., a prominent provider of solutions for the gaming industry, has now unveiled two innovative modules. These are set to significantly accelerate and simplify drawings and the redemption of loyalty points.

Part of Everi's overall Trilogy platform, the new products, "Trilogy QuikDraw" and "Trilogy QuikRedeem," promise a smoother experience for casino operators and their customers alike. This development is expected to be a significant step forward, particularly for traditional land-based casinos with physical drawings, but online casinos could also benefit from more efficient loyalty programs.

Numbers and facts

The "Trilogy QuikDraw" program replaces traditional ticket-based drawings with a fully digital system. This change is not trivial: Large drawings that previously required 30 minutes or more to update the entry drum can now be processed in less than three minutes, regardless of their size. This represents enormous time savings for both operators and players.

Another highlight is QuikRedeem. This module allows players to convert their loyalty points into physical gifts or immediately usable funds with minimal staff involvement. This is crucial as it creates a direct and positive connection between the player and the casino.

Michelle Foot, Everi's Vice President of Loyalty Product Management, emphasizes the importance of such innovations for customer retention:

“A key part of player engagement is creating experiences that make players feel special, wanted, and part of something bigger. Drawing sessions make players feel part of a community, they build anticipation, and they inspire players to celebrate a win together.” - Michelle Foot, Vice President of Loyalty Product Management at Everi

The latest enhancement in QuikDraw gives operators the option to draw all winners at once. This is intended to address concerns that extended drawing sessions could potentially reduce play on the casino floor. Additionally, QuikDraw supports drawing activations on either side of midnight, which Foot described as a "big pain point" for operators. The automated verification process makes it easy for customers to activate their entries, reducing the workload for casino staff. QuikDraw is already installed at three casinos, with additional projects in the pipeline.

Background

The introduction of these new modules highlights the industry's focus on efficiency and customer experience. Digital tickets eliminate the potential for players to share entries with one another. Instead, each is electronically linked to a player's loyalty account and cannot be transferred. This is a significant advantage over traditional physical tickets, which can be easily passed between individuals.

The digital approach also provides further assurance of fairness. All winning tickets are individually tracked, and winners are selected by a random number generator certified by regulators. The first installation of Trilogy QuikRedeem occurred in June at the Feather Falls Casino and Lodge in California. This system accelerates point redemption activity and can decrease the property's point liability.

QuikRedeem allows operators to create customized programs. They can tailor redemption options by player tier level, age, or day of the week. For instance, a monthly VIP drawing could be set up exclusively for carded players, or a special buffet offer for players 55 and older on specific weekdays. Such segmentation options help create exclusive experiences for VIPs while also personalizing offers for the broader market.

Why it matters for German players

Directly, Everi's innovations are primarily relevant to the North American casino market, especially land-based casinos. However, the underlying principles of more efficient player loyalty and transparent point systems are also of interest to German players. Germany has introduced strict regulations for online gambling with the State Treaty on Gambling 2021 (GlüStV 2021). Casinos with a German GGL license must adhere to these, including a monthly deposit limit of 1,000 Euros and a stake limit of 1 Euro per spin. The central self-exclusion system LUGAS is also an important component of player protection.

Bonus programs and loyalty systems are permitted in German online gambling, but they must be transparent and fair. The digital solutions developed by Everi could theoretically also be applied in GGL-licensed online casinos to make point systems and drawings more efficient and to facilitate overview for players. Even if physical tickets are not an issue in Germany, digital verification and fair processing of promotions are crucial. Improved player loyalty technology could therefore help strengthen player trust here while complying with strict regulatory requirements.

What it means for GGL-licensed casinos

For online casinos licensed by the Joint Gaming Authority of the Federal States (GGL), Everi's innovations primarily signify one thing: the clear trend towards more transparency and automation in customer loyalty programs. Although QuikDraw and QuikRedeem currently target physical casino operations, they show the way for future developments. The ability to handle complex actions like drawings quickly and flawlessly is also attractive for the online sector. Here, the system integrations of the Everi module would have to be adapted to the specific requirements of the German market, for example, regarding data transmission to LUGAS or compliance with maximum permissible stakes in promotional prize games. The personalization options by player status would also be valuable here for offering tailored promotions within the framework of German licensing regulations. It is clear that tech companies like Everi continue to work on improving the player experience – a competition that can also benefit the regulated German market.