Marketing and Loyalty


Specialist Marketing Management services to attract new members and boost player spend.

In this highly legislated and competitive industry, our team’s role is to lead and help manage your Promotions and Marketing Managers/Coordinators, helping them to develop appropriate campaigns and execute campaigns from beginning to end including communications planning.

Creating venue efficiency through our shared marketing services

HCS provides our marketing expertise as a shared service amongst multiple venues, many of whom experience similar challenges such as seasonal impacts (e.g. tax time, school holidays, Christmas). This is highly advantageous to each of our clubs, as we can collaborate and share marketing concepts, creative concepts, and align communications, which significantly reduces each venue’s marketing costs.

Further to this, it is difficult to find employees who have specific gaming marketing expertise; namely analytical skills and a good understanding of the various acts, legislation or codes that are necessary for a gaming environment.

Unless there are a broad skillset and several team members, including a marketing manager through to a data analyst and promotions coordinator, these marketers are often producing marketing collateral that lacks real substance or rationale.

Our team has exceptional knowledge of all associated acts, legislation, and various codes of conduct, as well as a deep understanding of player behaviour. Possessing strong analytical skills, the team provides each of our venues with valuable insights, enabling us to develop well-considered strategies that will increase active members, boost individual player value and create more loyalty for your venue.

Developing intelligent marketing strategies based on player behaviour

By understanding the behaviour of players, how often they visit, how long they spend at your venue, and their value to your business, our team develops effective marketing strategies that correspond to your overall business objectives, including turnover, revenue and EBITDARD.

We analyse the data to give you key member insights

Data analysis is key to understanding members and finding the pockets of opportunity at your venue. By determining player visit and spend behaviour, our team assists you to communicate with every visitor to your venue effectively.

From providing food and beverage offers at the right time, sending targeted offers to existing players and attracting potential players through promotions, we use data modelling that is beyond basic tier segmentation or demographic breakdowns.

More than merely providing numbers on a page, our analytics provide insights that help you to forward plan and develop marketing campaigns tailored for various database segments, which allows us to use your budgeted AEMP more effectively.

Getting the most out of your AEMP spend

Effective Advertising, Entertainment, Marketing and Promotions (AEMP) spend is essential and we see many venues who overspend in this area in an attempt to buy short-term market share. HCS work together with you on longer-term goals to ensure that members and guests visit the property more often over time and increase their share of wallet with your venue, instead of spending with your competitor.