All Star Incentive Marketing has questioned the effect of additional earning conditions on casino gift promotions. Its February 2023 commentary examines offers in which a familiar promotional gift requires customers to accumulate points that day.

The article responds to a reader’s letter in Arizona Gaming Guide about changes to benefits previously perceived as freely available. All Star describes the added requirement as a reduction in the value of the offer to the recipient.

Under the approach discussed, customers spend time or money qualifying for a gift that they may previously have received for visiting. The physical item can remain the same while the conditions change.

All Star argues that operators should consider the effect on longer-term loyalty before tightening those conditions. The company frames the issue around customers’ expectations and their perception of recognition.

For casino promotion suppliers, the commentary connects gift selection with eligibility rules. The value communicated by a reward depends on both the item and what a customer must do to receive it.