Part III: Business & Regulation · Casino Marketing & Player Management

Reinvestment Rate

Marketing Metrics

The percentage of gaming revenue (typically carded win or GGR) that a casino reinvests in player incentives including comps, free play, match play, mail offers, special events, promotional discounts, and loyalty program costs. Calculated as: Total Player Reinvestment Costs / Carded Win (or GGR). Reinvestment rates vary dramatically by market maturity and competitive intensity—from as low as 5% in monopoly environments to 35% or higher in competitive mature markets like Las Vegas or Atlantic City. The reinvestment rate is one of the most critical metrics in casino marketing because it directly impacts EBITDA margins while significantly influencing player visitation and volume.

In practice

According to Gaming Market Advisor, typical reinvestment components include total comps (5–10% of carded win), bonus points redeemed (1–3%), free play redeemed (1–5%), mail offers (3–8%), special events (1–3%), and property-wide promotions (3–5%).

One entry from the Casino Industry Glossary — 1,157 terms written for surveillance, compliance and operations professionals rather than for players. Definitions describe industry usage; where a term carries a regulatory meaning, verify against the instrument that governs your jurisdiction.