2013 All Rights Reserved Casino Enterprise
Management
MLife, Total Rewards and Grazie are just three examples of
player clubs currently operated by casinos in Las Vegas. Over the
past decade, these clubs have become a staple of casino operations.
To the casino patron, the premise is simple: The more you play, the
more benefits you earn, e.g. free merchandise or discounts on
rooms, shows and food. In reality, however, these clubs are complex
marketing tools that extrapolate a wealth of information from
patrons, enabling casinos to maximize patrons' play and other
spending habits.
As the use and sophistication of these player clubs have grown,
so has the Nevada Gaming Control Board's interest in the
storage of patron information. The board has investigated numerous
incidents in which such databases have been compromised and the
potential for identity information theft existed. Consequently, the
board continually emphasizes to casinos the need to conduct
