The Core Problem We Solve
The average casino property applies its Free Play and direct mail budget across a patron base where a significant share of recipients are unprofitable at any reinvestment level. You already know this intuitively. JSA quantifies it — by patron, by segment, by month — and gives you a defensible reinvestment model that your CFO and GM can align around.
Our Proprietary ROI of Promotional Credits Model
Free Play is the single largest discretionary line item for most casino marketing budgets, and it is almost universally under-measured. Knowing what a patron redeemed tells you nothing. Knowing what that patron returned in net revenue relative to what you invested — adjusted for their segment, their trip frequency, and their lifecycle stage — tells you whether you have a retention asset or a subsidy problem.
JSA's model produces that number. It is delivered monthly as part of a report package that also tracks segment performance trends, at-risk patron flags, and opportunity cost analysis showing where reallocation of existing budget would generate greater return without increasing spend.
What You Receive as a JSA Client
- Monthly patron segmentation report package with actionable reinvestment recommendations
- Free Play ROI analysis by segment — not just redemption rates, but net revenue return on every promotional dollar
- At-risk patron identification and re-engagement targeting before those players go inactive
- Lifecycle stage mapping (new, developing, core, declining, lapsed) with tailored reinvestment thresholds for each
- In-person and virtual review sessions with JSA analysts
- Opportunity cost modeling: see exactly what reallocating your current budget toward your best segments would produce