And, as a matter of fact, there are still properties where they do not even report to the same person, or exist in the same department, or even communicate on a regular basis. “What?!” you exclaim wildly, “They are not already combined?” And if that’s true, then why has no one really done it yet? You see, I am talking about combining two of the most elemental and critical parts of your overall database and loyalty marketing engine, the loyalty (née players) club and the player development function. It is really pretty fundamental, pretty simple, and, well, pretty common-sensical. No, it is nothing that amazing, revolutionary or evolutionary.

It is not the latest whiz-bang technological gizmo, 24G web speed, nor an electric car with a 1,000-mile range.

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