This one happened to take place on a Saturday morning in October of 2007, in the offices of Gobsmacked Entertainment, as Danielle was reviewing promotional strategies that would need to respond to new, and critical, industry changes.
The Australian government had just banned smoking in clubs and pubs in New South Wales. Within 6 weeks of this ban, Gobsmacked Entertainment went through a massive shake up, losing 7 clients in 6 weeks and gaining another 8. Like any industry imposed with game-changing regulations for their demographics, venues didn’t know if they should stop their current plan, or start spending and promoting.
Clearly the industry was going to have to start buying their gaming players.
Venues were going to need to adopt a loyalty program that provided a point of difference and move away from the “B Grade” rewards of gift cards, free meals and show case prizes that had ruled the industry for the previous decade.
Coming from an industry that was prohibited from monetarily rewarding their customers, over the next 20 months Gobsmacked Loyalty became the first system that converted gaming rewards points to a cash card spend by interfacing with all points-based gaming systems in Australia.