Project Proving the value of transaction data in the gaming market Client Gala Group With the gaming industry about to become more competitive through changes to gambling regulations, high-volume, low-stake gaming organisation Gala implemented a campaign to drive up profitability through increasing member profitability. With Effective Direct Marketing, it trialled using member transaction data from one bingo club as a way of doing this. By segmenting members by the game they played – bingo, party bingo or slot machine – it mailed different groups a variety of campaigns designed to persuade them to change their play pattern to a more profitable mix. Over a 10-week period, the campaigns produced an increase in margin that, if rolled out across the entire estate, could result in a significant profit rise.
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