Paying It Forward

Gifting solutions streamline a beloved longtime loyalty reward

Longtime casino loyalty club members know the scene well. Players form a line snaking around the casino as other players walk from the staged area or slot club, each carrying a box containing the gift they earned through their loyal slot play—a microwave, a toaster, a knife set—as they carry it to their hotel room or car.

It was good for the casino, as uncarded players would witness a tangible perk—a freebie for repeat play. It was good for the customers, as they got to show off their loyalty bounty.

Well, it was good to a point. There were plenty of players who didn’t like to waste time standing in line, and who didn’t appreciate having to lug a toaster through the casino.

There were disadvantages for the casinos as well—mainly the fact that players standing in line and lugging boxes across the floor are not playing. The casinos also had to designate storage space for an inventory of gifts they had shipped in from vendors, floor space that otherwise could be generating revenue from slots, tables or amenities.

Technology, as it happens, has erased most of the drawbacks of the traditional gifting programs. Computer-based gifting solutions have solved the inventory problem, improved the variety of the gifts to be earned through slot points, and, although some diehard customers may miss the excitement of a staged gifting event, have removed all the friction from the process with speedy home delivery of player club gift rewards.

“Gift giving has evolved significantly, driven largely by guest expectations around convenience and choice,” says Adam Borden, vice president of Cordish Gaming Shared Services, which deploys a custom website, Live! Gift Club, for its Live! Casino properties.

“For many years, the standard experience involved guests standing in line to pick up a pre-selected item on property. While that approach created visible excitement on the casino floor, it also introduced friction—long waits, limited selection, and operational complexity.

“Today, we’re experimenting with shipping gifts directly to guests’ homes. That shift benefits guests in several ways: they enjoy more choice, don’t have to wait in line, and are far more likely to receive something they genuinely want. From an operational perspective, it’s equally compelling. We no longer need to hold inventory, we reduce shrinkage, cut labor hours, and eliminate a lot of the friction that can detract from the guest experience.

“The only real downside is that you don’t see guests walking around the floor with their gifts—but for many guests, the tradeoff is well worth it.”

Many casinos utilizing the Light& Wonder CMS solutions use a gifting module designed for that system, called Player Boutique. Others use one of several prominent gifting solutions providers such as InfiGifts by Casino Science, Rymax and Gift&Go, among others.

“Over the past decade, casino gifting has shifted from manual, inventory-heavy programs to fully digital, on-demand experiences,” says Bob Parente, chief business development officer at Light & Wonder.

“In the past, gifting required players to stand in long redemption lines, properties to manage onsite inventory, and staff to reconcile unredeemed items. These programs were operationally expensive and often detracted from the guest experience. Today, gifting is increasingly automated, frictionless, and personalized. Programs are integrated directly into the player journey at the gaming machine, kiosk, mobile device, or web allowing players to select rewards instantly and continue playing. Properties are now able to search across multiple providers such as Amazon and Best Buy, allowing for an immense selection of items.”

Paul Gordon, senior vice president of sales for Rymax, adds that digital gifting solutions are a necessity, because most players are accustomed to speedy delivery and quality merchandise.

“The player has an expectation for delivery because of their familiarity with online purchases,” Gordon says. “That familiarity crosses all generations. The product selection has always been impacted by trends, but the emergence of social media, influencer creators and algorithms shape what people desire.

“This was not the case 10 years ago, and the life cycle of SKUs is much shorter, requiring the casino to choose a marketing partner that has direct relationships with brands and the availability to react quickly. Players want the latest and greatest products, and casinos need to provide that.”

“Over the past decade, gifting has evolved from a largely manual, one-size-fits-all process into a highly personalized, digital-first experience,” says Joe Hall, co-founder and co-CEO of Gift&Go. “Consumers now expect instant gratification, flexible fulfillment options and rewards that feel relevant to them personally.”

Delivering the Goods

The producers of today’s gifting solutions consider these factors in producing systems that check all the boxes for modern requirements in gifting programs.

For Rymax, success in gifting solutions has centered on the quality of the gifts themselves. “For over 25 years, Rymax has been the leader in delivering name-brand products, as opposed to knockoff products or products with a property logo on it,” Gordon says.

“We saw that the players desired ‘the real thing,’ and this resulted in increased play and foot traffic. We also are in pretty much every business vertical in addition to casinos, so we have a great pool of market data by geography, price point, brands and demographics.”

He says most fulfillment is through home delivery. “Our model is to ship directly to the player in most cases to give them the most eclectic rewards portfolio,” Gordon says.

“Large items, heavy items and all items being delivered to the home are what players desire, and the goal is to keep them playing. When something is given out that takes the player to their car to drop off, you lose a percentage of players that will not return to the casino floor, especially in local markets. We also will ship the products back to the casino in bulk for distribution to the players, creating a return trip. All in-stock products are shipped within 48-72 hours, and we provide tracking as well as our own customer service team to keep the player informed.”

Husain at Casino Science says the InfiGifts solution was designed with casinos in mind. “InfiGifts is a turnkey gifting platform purpose-built for the gaming industry,” he says. “We support VIP gifting, points shopping, and continuity gifting programs. What distinguishes InfiGifts is our focus on combining premium player experiences with operational simplicity for casino teams. Casinos no longer need to manage and store large on-site inventories, coordinate extensive staffing for pickup events, or handle complex logistics internally.”

Like Rymax, InfiGifts relies on speedy home delivery of loyalty gifts. “InfiGifts primarily utilizes direct-to-home fulfillment, which has become increasingly popular as players prioritize convenience and flexibility,” Husain says. “Delivery timelines vary, but most products ship within a few business days after player redemption.

“Direct fulfillment creates advantages for both casinos and players. Casinos reduce operational overhead and inventory management complexity, while players enjoy a more modern and convenient experience that mirrors mainstream retail and e-commerce expectations.”

He adds that InfiGifts also supports traditional on-property gifting events. “This hybrid approach allows operators to run gifting promotions in the way that best fits their operational model while giving guests the option to receive rewards in the manner they prefer.”

In April, InfiGifts announced integration of its gifting technology with IGT’s Trilogy loyalty platform. The initial solution will support VIP and points shopping events through kiosks. When a player redeems points for a gift, their balance updates instantly through Trilogy. “For the player, this means their account always reflects accurate balances at the moment of redemption,” says Husain. “Those features will soon be available within Trilogy’s mobile offering and ultimately IGT gaming devices.”

 While InfiGifts has partnered with IGT, Gift&Go recently announced a long-term agreement with Konami Gaming, integrating its gifting solution into Konami’s Synkros casino management system.

“Our platform enables operators to run seamless, high-impact reward campaigns that feel less like traditional gifting programs and more like premium online shopping experiences,” says Jon Reuben, Gift&Go’s other co-CEO and co-founder.

“At the core of our solution is a fully automated gifting ecosystem designed to remove operational friction for both operators and players. What truly differentiates Gift&Go is that we operate with the agility and sophistication of a modern e-commerce platform. Operators gain access to a virtually limitless product catalog with live inventory visibility, dynamic product availability, and flexible fulfillment options—all without needing to purchase or warehouse stock themselves.” He adds that integration with the casino management system allows rewards to be issued automatically based on player activity.

Light & Wonder’s Player Boutique solution was one of the first to offer quick home delivery of loyalty gifts. “It is a fully integrated gifting solution designed specifically for the modern casino floor,” says Parente. “It replaces traditional gifting models with a 100 percent automated, digital-first experience.

“What distinguishes Player Boutique is its breadth, flexibility, and scale. Players can choose from millions of items, rather than a limited, pre-selected prize list. Redemptions occur directly at the gaming machine, kiosk, mobile device, or web. Properties only pay for gifts that are actually redeemed. Inventory, storage and fulfillment are fully eliminated.”

He adds that no system delivers the gifts more quickly. “Product fulfillment in Player Boutique is entirely automated with prizes shipped directly to the player’s home. By leveraging third-party fulfillment networks, gifts are delivered quickly—often before the player has even left the property.”

Improving the System

The expanded choice and quick reward delivery present in modern gifting programs are the result of each solution provider’s continuous R&D to improve efficiency and effectiveness.

For the Live! casinos, that meant partnering with the company that defined modern home delivery, Amazon. “About three years ago, we partnered with Amazon to pioneer what was, at the time, a first-of-its-kind integration,” says Cordish Gaming’s Borden.

“We built a custom website, LiveGiftClub.com, that connects directly to our Amazon Business account. For each promotion, our teams pre-select three items that guests can choose from when they’re on property. Guests download a promo-specific QR code, select their gift, and we never take physical delivery of the product ourselves. This gives us access to thousands of items without carrying inventory.

“With Live! Gift Club, fulfillment is handled directly through Amazon, typically with delivery in one to three days. In our most recent test at our Pittsburgh property, guests redeemed their QR codes between 3 p.m. and 7 p.m. Remarkably, the first package was delivered at 5:50 a.m. the following morning. That kind of speed reinforces the sense of instant gratification—even without a physical handoff on property.”

At Rymax, constant investment in R&D has improved the product. “We have invested heavily in our IT, created very secure backup and invested in our inventory systems,” says Gordon. “Our ability to customize websites and integrate them into our clients’ websites creates a seamless program and communication vehicle. The changes in technology require that our internal team is challenged to constantly learn and train the department and staff, and in some cases employ specific expertise from outside resources.”

“As gifting technology has evolved, we’ve focused not only on adding digital capabilities, but also on ensuring the experience remains accessible to every player demographic,” says Husain at Casino Science. “One important enhancement we’ve made is the introduction of attendant-assisted gift claiming for players who may not feel comfortable navigating digital claim tools on their own. This is particularly common among older player segments who still prefer face-to-face assistance at the players club.

“In this model, a casino attendant uses a tablet or desktop workstation to help the player claim their gift reward directly. The order is then processed, fulfilled, and delivered through the same direct-to-home logistics workflow as any self-service claim. At InfiGifts, we focus heavily on simplicity. The goal is to make the gifting experience intuitive for players while dramatically reducing the operational workload traditionally associated with casino gifting programs.”

“As technology has evolved, Gift&Go has continuously modernized both platform and operational capabilities,” says Hall. “Some of the most significant advancements include enhancing API integrations with operator systems, introducing more advanced personalization and analytics capabilities, improving mobile accessibility and user experience, streamlining fulfillment and logistics processes, and strengthening platform security, compliance and scalability.

“We have also invested heavily in data infrastructure and automation to help operators make faster, more informed decisions while reducing manual administrative work. The goal has always been to make gifting more seamless, measurable and engaging for both operators and players.”

Looking Ahead

While goals and technology evolve, all agree that gifting programs are here to stay.

“The human desire to be part of a community and be recognized will always be there,” says Gordon at Rymax. “Even as communication skills dwindle via online and social media, within platforms there is still a longing to be a part of something. The tools to be used will change as AI creates a more dynamic profile of the player. An overwhelming percentage of consumers engage more with personalized rewards that fit into their interests and personality.

“‘Smart assistance’ recommending brands and SKUs based on behavior within the programs will make the app and any other communication vehicle personal, and will increase interaction and play.”

“Guests will always enjoy receiving gifts,” says Borden at Cordish Gaming. “That core dynamic isn’t going away. What will continue to change is how those gifts are delivered and how much choice guests have in selecting them. We’re already seeing increased adoption of home delivery and digital redemption, and more vendors entering the space with innovative solutions.”

“We believe the next decade of gifting technology will be defined by personalization, further automation, and deeper integration with casino systems,” says Husain at Casino Science. “Players will increasingly expect gifting experiences that feel individualized, digitally seamless and instantly accessible. AI-driven personalization and real-time offer optimization will likely become the standard.”

Gift&Go’s Reuben agrees. “Over the next decade, gifting solutions will likely become even more personalized, automated and integrated into broader loyalty ecosystems,” he says. “We expect to see an increased use of AI-driven personalization, more predictive and real-time reward experiences, a greater integration with mobile wallets and digital ecosystems.

“Players will increasingly expect rewards that feel curated specifically for them, delivered instantly and accessible across devices and platforms.”

Personalization through AI is at the top of coming improvements to Light & Wonder’s Player Boutique solution as well, according to Parente. “Gifting solutions will continue to evolve toward hyper-personalized, AI-driven engagement,” he says. “Gifting will become less about issuing a reward and more about creating a moment, one that strengthens loyalty, extends play, and seamlessly fits within the broader entertainment experience.”