Global Cash Access — A Powerful Dataset, Refined

Global Cash Access (GCA) provides cash access to patrons in more than 90% of casino resorts in the United States. DiamondStream has a partnership with GCA to host its data and match it to your loyal casino customers.

GCA:

• Serves more than 1,100 US casinos in operation.
• Dispenses more than $20 billion a year to more than 10 million gamers, via credit card advances, check cashing services, ATM withdrawals, and debit card transactions.
• With more than 100 million transactions every year, GCA withdrawals represent about 40% of the cash circulating on the typical casino floor in the US. Their data contains years of history on individual behavior.
• In other words, we know how much individuals are drawing from which accounts while they're in your casino. And that knowledge can provide you with a more informed impression of the market overall and how each individual fits within it.

We refined the GCA data and improved its usability

• DiamondStream enhances GCA data. By doing so we significantly increase the total patrons available to you, make the view of each patron more well-rounded, and double the number of transactions available to you for evaluation. We do this by combining their Cash Advance data with ATM and Check Cashing data, and by including Denials data.
• To make GCA data more accessible, DiamondStream:
  • Offers a refined standard suppression technique so casinos can use more names with less risk
  • Employs a sophisticated methodology for matching GCA and casino loyalty databases so you can look at what your patron is doing in your casino, as well as in the total market
  • Hosts all GCA data on a business intelligence platform, which means our clients can easily pull previously inaccessible information to answer questions about the market
• DiamondStream has made GCA data more easily consumable by casinos by putting it in terms that casinos use every day. We create models that convert cash advance and frequency withdrawal numbers to theoretical value and casino frequency. We can also easily keep track of whom you have marketed to previously inside the GCA database and track the results of that marketing.

We know how GCA patrons behave

We know GCA patrons

Through our GCA data and technology platform, we have patron contact information, and know where they live and how old they are. We can determine which casinos they've frequented, and how much time they spend with each. We know how often they've visited, and how much cash they've withdrawn. We have insight into their un-carded play. We know who has been denied transactions. And we can find patrons according to their preferred withdrawal channel and pattern, whether it be ATM, debit, credit card cash advance or check cashing.

Now imagine for a moment what that granular level of data can tell you.* You'll be able to promote to patrons who have daily Theos of $300, but with whom you have less than 20% share of wallet and who tend to visit both local casinos and Las Vegas. You can get a view into who is likely to respond and who isn’t. You can even get insight into how much to offer them. Based on this type of information, you'll be able to make a play to attract that prospect or increase those patrons' wallet shares in your casino. In fact, you'll be able to make attractive offers to patrons and prospects with more accuracy than ever before. It's a diamond mine.

*Of course, the Global Cash Access (GCA) database is subject to confidentiality restrictions, and DiamondStream strictly adheres to them. Individual patron names and address cannot be queried unless they already exist in your database. We cannot permit market share or other reporting against specific, identifiable casinos. And patrons who have 100% loyalty to a competing casino cannot be targeted.

Your Data Plus GCA’s Data Equals Casino Marketing Firepower

By supplementing your casino's patron loyalty data with Global Cash Access data, we are able to put extraordinary power and punch into your marketing machine.

We'll help you capture more attractive patrons

Historically, attracting valuable new patrons has been a tough job. But with the combination of GCA data and analytics, you'll capture more valuable patrons at a lower cost than hiring hosts who contact patrons personally, or through general advertising campaigns. With the property and GCA databases working together, DiamondStream can make accurate predictions about patron theoretical value and frequency. We can also help predict response, and even provide insight about how patrons change their choices based on offer amount. All of this information helps you answer those perennial questions:

• How should I choose which prospects to mail?
• How can I make the right offers to the right patrons?
• How can I avoid either under-offering or over-offering?

It's all about getting the balance right. Just enough direct and email, and the right offers to drive profitable revenue, but not so much that we spend on things with no return. Just enough recognition and communication to create patron enthusiasm, but not so much that we create a sense of entitlement.

We'll help you understand your casino market share and your share of wallet

Revenues going up? Are you out-marketing your competitors? Could you also be losing share in a growing market?

Revenues going down? Is it the new casino that just opened nearby, the recession, or the changes you made to your marketing program last month?

The state provides basic gross casino market share information. But with our combined data, we can deliver patron-level share-of-market and share-of-wallet reports, reports that help you understand how your casino is performing with specific customer segments and patrons. And GCA patrons populate the segments that are the most important drivers of your revenues and profits. We can help you understand exactly where you gained or lost share relative to your peers — by geography, value tier, frequency tier, age tier, gender, etc.

We'll improve your predictive power

DiamondStream builds models to predict value, response, sensitivity to offer values, and to help you understand patron behavioral segments. Using the GCA data significantly increases lift and reduces errors. This extraordinary effect is most pronounced for stages of the lifecycle — acquisition, welcome/new patron, fading/attrition management and reactivation — where casino loyalty program data offers the least accurate picture of total patron behavior and casino market share.

We’ll help you understand who in your database loves resort product

We know who travels to visit resort properties; they travel long distances to their casino of choice and often stay for several days — even if the destination is not Vegas, Atlantic City or the Caribbean. These patrons need a different type of communication and offer as a lure.

We'll help you optimize your levels of ATM and cash advance fees

In casinos, marketing often makes decisions on offers, and finance makes decisions on the level of cash advance fees. This often leads to decisions that sacrifice play and, ultimately, profit. We link play data to Cash Advance data and explore the relationship between cash and play, to help you optimize the tradeoff between higher cash withdrawal fees and higher play.

We'll help you develop a 360° view of patron spend inside your casino

Using DiamondStream’s state-of-the-art database technology and information, we can link your credit and debit card transactions with personally identifiable information. So you can identify your non-gaming credit card transactions by individual patrons, and get a more rounded view of their total value to your casino resort.