Casino gambles and loses with marketing gaffe

A US casino that accidentally sent vouchers to more people than than it could afford to has been forced to ask thousands of customers to give it a break. Hollywood Casino at Penn National Race Course set out to do something nice for its best customers, rewarding 1,000 of them with free slot-machine playing credits

But instead of the elite 1,000, the promotion was sent to 55,000 people. If they all claim the reward, the casino could be on the hook for $29 million (£20 million).

The reward programme offered $100 in slots credits per week from Dec 1 through Jan 4, plus two free visits to the buffet at the casino in Grantville, about 15 miles northeast of Harrisburg, said Penn National spokesman Eric Schippers. But then the direct mailing company used by the casino let it down, Mr Schippers said.



If all 55,000 customers were allowed to redeem $100 credits for five straight weeks, plus two $14 buffet visits, it would cost the casino more than $29 million, he said.

Hollywood Casino executives decided on Monday to partially honour the offer after frantically calling tens of thousands of customers during the weekend.

In an attempt to cut its loss, Mr Schippers said the casino is offering $100 in credits per customer and two buffet passes, if they are redeemed by Christmas. "Rather than say 'Sorry, it was an error,' we've said 'Sorry, let's try to come up with what we think is a reasonable redemption plan,"' he said.