Gambling Player Loyalty Programs: Practices for Clubs and Hotels (Part I)

Customer Liaison OfficerThe Queensland Responsible Gambling Guidelines for Player Loyalty Programs (PLP) contains nine (9) practices for Customer Liaison Officers and gaming managers to implement in their venues. 

Practice 1 states: Advertising/promotion of PLP complies with Queensland Responsible Gambling Advertising and Promotions Guideline (March 2005).

Acceptable practices for clubs and hotels

Any advertising or promotion aligns with the Queensland Responsible Gambling Advertising and Promotions Guideline (March 2005).

Advertising of PLPs that accrues points across multiple of venue activities.

For example:

“Earn Bonus Points when you spend at our bars, bistro, gaming room, and bottle shop.”

Unacceptable practices for clubs and hotels

Developing advertising or promotional material that contradicts the Queensland Responsible Gambling Advertising and Promotions Guideline (March 2005).

For example:

The PLP is the dominant feature of advertising where the PLP does not accrue points across multiple venue activities but only gambling.

Practice 2 states: PLP direct marketing practices comply with ADMA Direct Marketing Code of Practice.

Acceptable practices for clubs and hotels

Any advertising or promotion aligns with the ADMA Direct Marketing Code of Practice.

The PLP has the ability to recognise which patrons would like to receive gaming promotional material.

For example:

“You may choose to opt-in or opt-out of receiving our newsletter or other promotional material at any time. You will never receive information if you don’t want to.”

Unacceptable practices for clubs and hotels

Developing advertising or promotional material that contradicts the ADMA Direct Marketing Code of Practice.

For example:

The PLP does not have the ability to recognise which patrons would like to receive gaming promotional material.

Keep reading our blog series specially designed for Customer Liaison Officers to help you comply with the Responsible Gambling Code of Practice while implementing player loyalty programs at your venue.

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