How Casinos Use Big Data To Track Player Behavior

Modern casinos are no longer just hospitality businesses; they are some of the most sophisticated data collection agencies on earth.


Casinos collect terabytes of personal information to build incredibly detailed psychological profiles of their most valuable customers.

The Loyalty Card: The Ultimate Tracking Device

They gladly give away free meals because the data harvested by that little plastic card is worth millions of dollars.


This data calculates your 'Theoretical Loss' (Theo), the exact mathematical dollar amount the casino expects to make off you.

They track your 'Pain Point', the exact dollar amount lost that usually causes you to quit gambling for the dayIf you haven't visited in a few months, the predictive algorithm will automatically email you an irresistible bonus offer to lure you backData scientists are the highest-paid employees in modern casino corporations, far out-earning the pit bosses and floor managers
Using Big Data to Maximize Revenue per Square Foot

Floor managers use heat-mapping software to track exactly where players walk and which machines receive the most foot traffic.


Online, this data dictates exactly which game thumbnails are shown at the very top of your personal homepage when you log in.

Data Point CollectedHow it is HarvestedHow the Casino Uses ItAverage Bet SizeLoyalty Card / Digital AccountDetermines your VIP tier and comp valueSession DurationTime logged into the machineIdentifies patterns of fatigue or addiction

Being aware of this invisible tracking system is the best way to ensure you retain control over your own gambling habits.