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Loyalty & CRM Research

Articles in This Category

Loyalty and CRM platforms sit underneath almost every other guest-facing system on this list, which makes their data model the thing worth scrutinizing most. Our coverage here focuses less on tier design, most vendors can build a tier structure, and more on data ownership, portability, and how cleanly a platform unifies gaming, hotel, and F&B activity into one guest record.

Loyalty & CRM

Casino Loyalty Software

How modern loyalty engines compare on tiering, redemption flexibility, and guest data unification.

11 min read
Loyalty & CRM

CRM Data Ownership: What to Negotiate Before You Sign

Why export rights and portability clauses matter as much as feature comparisons.

7 min read
Evaluation Criteria

What We Evaluate

Tier structure flexibilityWhether tier rules can be adjusted internally or require a vendor service ticket for every change.
Data ownership and export termsA stated format, timeline, and fee, or lack of one, for a full guest data export.
Unified guest profileOne record across gaming, hotel, and F&B activity, not a separate marketing database bolted on next to the core CRM.
Segmentation and targeting depthCampaign targeting based on actual play and visit patterns, not just loyalty tier.
Related Coverage

Where Loyalty & CRM Connects

Mobile

Mobile

 Guest Experience

Guest Experience

See Where Loyalty & CRM Fits in the Full Index

Review category weighting and how platforms compare across the complete 15-category rubric.

View the 2027 Index