I have been heard to say there is no true measurement of a customer in gaming. With the advent of downloadable games it is more important than ever to decipher this multidimensional measurement maze. So I will be blogging on the measurements we use, how to use them and some of their distortions. In the end I hope we can come to some consensus that is useful.
Lets start with the basics CoinIn: This is a measurement of the amount of money wagered on the gaming device, CoinIn did at one time relate to the amount of money placed in the machine however today with free play and other distortions even the most basic measurement poses some challenges:
1) Does money given in free play count as CoinIn, in other words does giving players play time increase your CoinIn?
2) Does money gambled in features count as CoinIn, features sometimes offer a double or nothing on a jackpot, these jackpots can be huge is it correct to count this activity?
3) When the gamble moves to a secondary screen due to some random event does this play count as a CoinIn?
4) Lets say the hotel offers a sweepstake, like press here for a free dinner, does this non game related non cash offer count as CoinIn.
To solve this problem is it valid to introduce multiple measures of CoinIn, instead how about we introduce a categorization to the old measurement. Some categories that spring to mind are:
1) Non Cash Wager
2) Own Cash Wager
3) Secondary Game Wager
4) Non Carded Wager
5) Regulatory Wager
6) Taxable Wager
Even with the most basic and fundamental measurement I don’t think there will ever be a true consensus on what is right. I do think this complexity makes the analysis more fun.
Andrew Cardno
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