As most of you know, I have been in player development for a long time. This summer, I will start my 40th year in this wonderful industry (I started when I was three!). I started in operations and found my home when my slot director informed me, “You need to be a host!” It was the best advice I had ever gotten! My training consisted of being handed a comp book and told to go out and be nice to people. This has been the overwhelming belief of what player development and hosts do from the beginning of the creation of PD. But I found my passion. I immediately saw opportunities for hosts to move beyond the idea of “go out and be nice” model to a more proactive sales model that actually increases revenue and player loyalty.
Player development has always been misunderstood and not utilized or leveraged for what it actually is: a revenue-generating department! PD lives at the intersection of relationships and revenue. But too often, casinos still treat it as a service function instead of what it truly is: a strategic sales engine with disproportionate influence on visitation, loyalty, and profitability.
In most successful service and hospitality industries, sales roles can make up 25–50% of headcount. In gaming, PD often represents less than 5% — yet generates 80–90% of gaming revenue. That mismatch isn’t a staffing problem; it’s a mindset problem.
Strong organizations understand that their sales teams don’t simply “execute” a plan — they can influence pricing, inform product, shape investment, and feed forecasting. Weak organizations treat sales as reactive, bringing them in after decisions are already made. Player development cannot afford to live in the second category. So, what do we need to do?
Reframing the Host Mission: From Service to Strategy
Historically, many host teams were trained to service the players who already show up, already play, and already know the property: the usual suspects. But strategic PD organizations shift the mission. Hosts don’t just protect existing revenue; they create incremental visitation, deepen wallet share, and influence future behavior. The host must move from being transactional (order takers) to relational. Not every guest is the same, and they definitely don’t want to feel like they are being treated “just like everyone else.” Make guests feel special by listening and learning. The shift from transactional to relational requires empowerment. Not reckless comping, but controlled discretion backed by data, clear strategy, and leadership support. Hosts must understand not only what they can do, but why it matters — and who it’s for. Organizations must stop using hosts as a “free benefit” for their loyalty programs. Our time is extremely valuable and will affect the bottom line. Why do properties still treat hosts like a concierge? Stop it!
Defining a VIP: Loyalty is Not the Same as Value
I recently had a conversation about hosts and assumptions. I encourage my teams to “take a shot” on a guest. BUT it must be an educated guess based on what you know. Blind decisions are 1) lazy and 2) rarely worth the effort. One of the most dangerous assumptions in PD is equating loyalty tiers with player value. Card tiers reward frequency, not necessarily daily worth or future upside. A high-frequency, low-ADT player and a low-frequency, high-ADT player require completely different strategies. PD needs to know what each player is about, what interests them, why they are visiting your casino, etc.
In PD, we should start by asking better questions:
- Is this player valuable because of what they already do?
- Or because of what they could become?
- Is this a referral from a well-established, loyal guest that we can leverage?
Using database heatmaps — examining ADT against frequency — reveals a consistent truth: most theoretical win is generated by a small percentage of high-worth players, while most growth opportunity lies outside the “usual suspects”.
Events and Promotions: Designed for the NEXT Trip
Focus a larger percentage of your promotions and events on your most valuable segments and strategically leverage those events/promotions to increase visits, thereby growing revenue. PD-driven events are not parties; they are sales opportunities that help make memories that will never go away and, if done correctly, can help fill your next event! The most effective events start with clarity:
- Is the goal acquisition, growth, reactivation, or retention?
- What are the constraints (tickets, rooms, gifts)?
- What percentage is growth-focused vs. maintenance?
A disciplined model targets 80% growth opportunity and 20% high-value reinvestment, filling gaps with loyalty where needed
Execution matters just as much as planning. Making sure everyone on the property is involved in the early planning. Events and promotions affect the entire property, and we forget that… often! Get their input on how the event or promotion will impact the floor, restaurants, etc. This input is vital to the success of these events. Stop doing the same ol’, same ol’. Set yourself apart from your competition. I started theming out everything years ago. And by “everything,” I don’t just mean giving it a title. The theme is just the beginning. How can we expand the theme throughout the casino? Costumes? (Yes.) Every team member involved? Specials in the restaurants? The event starts when the guest gets the invitation. So, why do we overlook that part of the experience? We all send the same email or bi-fold invitation with all the pretty colors and branding. Does it drive the trip? Probably not! If the event doesn’t influence future behavior, it wasn’t a PD event — it was entertainment. We will be taking a deeper dive into this topic at our CMTC/Host conference in July.
Modern Tools: Empowerment Through Intelligence
Today’s hosts are no longer flying blind. We now have so many wonderful tools that help hosts not only make more educated decisions but are also crucial for time management. Predictive models can help identify players with future worth beyond current ADT. Time-series analysis flags declining players before they go inactive. Demographic insights adjust comp strategy based on distance, competition, age, and liquidity. Comp calculators can eliminate guesswork by:
- Setting reinvestment thresholds
- Providing instant answers
- Allowing salespeople to sell — within controls
Integrated CRMs and PD apps turn hosts into disciplined professionals:
- Automated reminders
- Real-time alerts
- Call lists and reporting
- Built-in comp logic
Technology doesn’t replace the host — it amplifies the right behavior!
The Real PD Advantage: Data-Informed Relationship Sales
At its core, player development is not about points, tiers, or offers. It’s about increasing visits, thereby increasing revenue, trips, and spend! Data tells us where to focus. Relationships determine whether it works.
When PD has a strategic focus, leadership support, tailored strategies by player type, active involvement in events, and the right technology, it becomes what it was always meant to be: the growth engine of the casino
The best hosts don’t choose between heart and math.
They master both — and that’s where real growth lives.
