• by Ray Schultz , Columnist, Yesterday

Attention, gamers -- those of you who go to casinos: You might soon notice a more personal touch in the emails you are getting. Bally’s Corporation has selected iPost to power its email marketing at 14 of its premiere casino properties.

This occurred after the merger between Bally’s and The Queen Casino & Entertainment. Bally’s executives saw what they said was an exceptional email performance by Queen’s Casino properties. 

Bally’s did not feel it was rolling the dice on this choice. It had received endorsements from multiple trusted sources in the gaming industry.

Bally’s notes that bringing 14 of its properties into one marketing platform will result in economies of scale and better pricing. It also felt it would benefit from iPost’s account management and professional services.

iPost is an unusual vendor. Its mission is to “help casinos create highly personalized and measurable guest experiences through email,” says Cameron Kane, CEO of iPost. 

In addition to Bally’s and Queens Casino, iPost serves such gaming properties, as DraftKings at Casino Queens, Potawatomi, The Queen, Mohegan Sun, RedWind Casino, and Parq Casino. 

Email marketing requires special skills in the casino business. Gaming operators need to send personalized communications based on gaming-specific metrics. It goes without saying that they also have to remain compliant. 

“iPost has an unmatched reputation in gaming,” says Michael Donovan, chief marketing officer & senior vice president of gaming operations at Bally’s Corporation, in a statement. “The platform’s proven success at select properties and the opportunity to streamline operations made the decision clear.”