The Hippodrome Casino

Company Info:

The Hippodrome Casino sits in central London, where Simon Thomas is executive chairman and owner. Its floor runs on TransAct's Epic and Epicentral products: Epic TITO printers in every electronic machine, the Epicentral system, and Epicentral Mobile Host — together, the tools the casino uses to engage directly with its customers.

The Epicentral Solution:

Epicentral is core to the Hippodrome's marketing strategy on every electronic terminal, and it is what makes the reward program work: the casino wants players to use their card so it can track their play and reward it, and Epicentral gives them a concrete reason to — no card in the machine, no reward voucher. Staff use it as a way in with customers, helping them understand promotions, get involved in them, and join the loyalty scheme. It also moves people around the building: when Lightning Roulette opened in the basement, terminals across the floor could print a voucher inviting players to come and try the new product.

The Results:

• A reward program players have a clear reason to card in for — no card in the machine, no reward voucher
• Promotional coupons that recognize and reward players while they are still at the terminal
• Bounce-back vouchers that bring customers back at a quieter time of day, or move them to a different product or part of the building
• Floor traffic redirected to new products — vouchers printed at the terminals inviting players to try Lightning Roulette in the basement
• Responsible-gambling prompts printed after a set amount of time or spend — a voucher for a free tea, coffee, or sandwich, and a nudge to take a break
• A tool the staff engage with, not around — helping customers understand promotions and sign up for the loyalty scheme

Epicentral is strongly recommended from all of us in the Hippodrome. It's a brilliant tool for engaging with the customers, for driving customer loyalty, for helping customers on the responsible gambling side.

— Simon Thomas, Executive Chairman and Owner, The Hippodrome Casino