Rymax G2E Preview: Loyalty and creativity
Paul Gordon, SVP of Sales for Rymax, breaks down player loyalty and speaks on what to expect from the company at G2E 2024.
What were the main takeaways for Rymax after G2E 2023 and what is the main goal this year?
G2E is an opportunity for casino operators and suppliers to set objectives, review current business trends and learn about trends. Rymax has clients in all industries outside of the casino industry, so we bring a unique perspective as a casino insider as well as from other industries.
Since we are a leader in the rewards industry, the conversations we have at G2E help our casino clients with the planning and budgeting of their player loyalty programs. Our primary takeaway from 2023 was that this industry continues to be robust, and the desire of the casinos to excite the players and differentiate their properties is a primary objective.
What products is Rymax presenting at G2E this year?
We have over 450 brands and over 20,000 SKU’s so we know we can offer product rewards that fit every player level and demographic. The key to having a successful player loyalty program is in knowing the players. We have redemption data by brand, category and dollar amount that helps target the player and drive frequency and play.
Our web-based solutions give us the ability to quickly update products and bring certain products to the front based on seasonality. We average 12-15 new brands each year and that keeps our programs fresh and current.
How is a sector such as player loyalty programs/rewards represented at G2E?
Not to sound like a sales pitch, but there are very few competitors to Rymax. There are plenty of suppliers, but they do not have the infrastructure and brand relationships we have. And since player loyalty can also include logo low end products that we don’t deliver, there are a variety of suppliers for that too.
Our unique proposition is that we physically warehouse the products, pack and ship them and have our own in-house customer service to handle any issues. The total satisfaction for the player goes beyond the item they receive, so ensuring products are delivered on time and handling any issues is paramount to the relationship between the casino and the player.
At G2E, we feature certain brands, as well as our ability to provide a unique experience within player loyalty and offer a consultative approach to the casino industry. The goal for every casino is to initiate trials, increase frequency of play and build loyalty. We deliver that and discuss it in detail at G2E.
How does getting the chance to meet people in-person help improve Rymax business strategy?
All businesses have greater success when relationships are established. Casinos are in the hospitality business which is a people business.
Our success in the casino business for over two decades is steeped in our business acumen and ability to perform but it also is due to the relationships with our clients. Creating player loyalty programs together with our clients is the recipe for success. That doesn’t happen strictly from emails, texts and online video conferences.
What is Rymax currently focusing on and what sector is receiving the most attention?
Online sports betting is the greatest new opportunity, and it drives the brick-andmortar business too. So we are focusing on both to initiate trial and drive repeat play. Online betting is good to introduce a younger demographic to casinos and has a strong male-female ratio, which is important for an eclectic rewards program. Our product portfolio is very broad, which is what you want for a diverse audience.
Do you see any gaps in the gaming industry Rymax currently fulfills?
I don’t think that an industry as successful as the casino industry has any real gaps. I do think there are opportunities to be more creative within player loyalty programs. I think there are opportunities to communicate better and more frequently. And I think the information that players have in their hands via cell phones has upped the expectations and perceived value of the rewards. Players spend a great deal of time in the casinos – and they are part of a community. The community is made up of other players and casino employees. Players want to feel appreciated, and the player loyalty program is the core of that.
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