Rewards. We all love rewards. Eat two burgers, get a free shake. Shop at the same supermarket, get tickets to Pizza Express. Show them loyalty and get love in return. The business model of ‘looking after a customer’ to earn their affection – and ultimately their patronage – is so obvious it hurts.

These days, the problem is noise. With so many different organizations competing for their share of the pot, it’s more about the ease of the reward program than the actual reward. After all: who remembers to get that coffee shop loyalty card stamped every time?

Recently, a new app called Comp My Play was released that specifically targets casino players in the U.S.A. The app stores player data and allows casinos to compete for player patronage, by uploading comps directly to the player’s mobile device. The app also stores loyalty card information from participating casinos.

Your profile information helps the casino make you an offer you won’t want to refuse. If you are a keen blackjack player who loves golf, a casino can tailor-make a deal that will suit you. The app also uses geo data and can alert/comp you when you are in town.

Loyalty apps like this are not uncommon. Most mobile network providers offer their customers similar deals. One of the most successful is the Orange Wednesday cinema offer which has been a huge commercial success.

What makes the app interesting is how niche it is – specifically targeting casino players. At the time of writing, there are 54 casinos participating, from New Orleans to Las Vegas. It is a simplified way to market directly to customers.

For online casinos, micro-marketing is the goal of any successful business. Customer data is handled online and player activity can be tracked to the last spin of the roulette wheel. The detail is a double-edged sword for a marketing department.

A spokesman from online gaming giant said: “Our goal is to give our customers exactly what they want but player behaviour is very diverse and it is difficult to craft the perfect bonus or promotion for every individual player.

“We are always striving to give our customers the best possible package of bonuses, special offers, and comps. Land-based casinos have the advantage of being able to physically offer guests a free room or tickets to a show. Now, like us, they can use technology and track behaviour. It helps them to zero in on user preferences.

“At the end of the day, it is a win-win situation for everyone. If players can get rewarded for doing something they love, and the participating business gets patronage by comping its customers, it’s all good,” he said.

Whether you enjoy playing at the casino online or in the real world, you can rest assured that good business is doing its best to get you to play. Why not take advantage and get yourself comped?