VLTs can be further equipped to support the tracking of individual player gaming through a separate electronic card, which can provide operational insights with respect to the most successful games, locations, and opportunities for additional VLT deployment. More importantly, player tracking permits the launch of “customer rewards” programs that offer higher volume players benefits provided through marketing and retail partners, such as discounts on hotel stays, apparel, or dining. These benefits augment overall play by increasing customer satisfaction with the video lottery experience.
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