Company Overview
Hucks Gaming runs a large network of gaming and convenience locations across Illinois. At 24 of these locations, the team uses the Preferred Patron Loyalty™ solution to power a modern gaming loyalty program. Hucks selected the Growth Edition to manage player engagement, reward delivery, and marketing automation from one easy-to-use platform.
The company wanted a system that could run on its own. Self-service kiosks and tablets let players check in, earn points, and redeem rewards without staff help. This keeps lines short and frees staff to focus on other tasks.
Hucks also added digital rewards to its gaming loyalty program. Players can redeem points for select eGift cards in popular categories such as food, retail, and entertainment. Instead of opening a catalog of more than 250 rewards, Hucks chose a smaller, high-impact set that best fits what their customers want.
At a Glance
| Insights | Shows how a well-planned gaming loyalty program and selective digital rewards can drive stronger play, repeat visits, and measurable results. |
| Client | Hucks Gaming |
| Industry | Gaming and Convenience Retail |
| Locations | More than 24 locations using the Preferred Patron Loyalty™ gaming loyalty program across Illinois |
| Business Model | Retail and gaming operations with self-service customer engagement systems |
| Loyalty Platform | Preferred Patron Loyalty™ Growth Edition |
| Buyer Segment | Mid-market gaming and retail chain |
| Program Impact | Ranked within the top 16% statewide for Average Funds In Percentage per location and top 7% for Funds In Per Machine, powered by a strong gaming loyalty program. |
The Challenge
Before using a unified loyalty solution, Hucks depended on standard programs from terminal operators. These basic programs gave small rewards but did not fully support a strong gaming loyalty program. They could not:
– Tailor offers to each store
– Support many campaign types
– Keep a consistent brand across locations
Hucks wanted to own its loyalty and marketing strategy. The team needed a flexible system that could grow over time, support many types of campaigns, and keep branding and rules the same across all locations.
The Solution: Choosing the right gaming loyalty program
With the Preferred Patron Loyalty™ Growth Edition, Hucks gained a flexible platform to power its gaming loyalty program today and into the future. The system gives full control over campaign setup and execution. Hucks can now run promotions that are unique to one store, a group of stores, or the entire chain. This makes marketing more relevant, while still keeping rules and brand guidelines in place.
Using automation, Hucks manages several campaign types, including birthday, referral, survey, and multi-tier “miss you” offers that grow more generous as time away increases. Automatic messages alert players when they reach new rewards, when points are close to expiring, or when a special offer is waiting for them. This keeps players active with less manual work.
Core capabilities of the gaming loyalty program include:
- Fully automated loyalty operations that require very little staff time
- Targeted marketing by store, region, or full network
- Digital reward redemption with carefully selected eGift card choices
- Automated birthday, referral, and multi-tier “miss you” campaigns
- Integrated kiosk and tablet use for simple, self-service participation
- Secure, fraud-resistant system design for stable and safe performance
Implementation Experience
Hucks rolled out the Preferred Patron Loyalty™ platform smoothly across all participating locations. The company sourced its own custom kiosks and tablets, which connected easily with the loyalty system.
Because the gaming loyalty program was highly automated, it required no day-to-day management. Within a few months, Hucks began to see clear gains in player engagement, visit frequency, and customer satisfaction.
Measurable Results
All performance data below reflects verified results from the first three quarters of 2025. The analysis is based on publicly available Illinois Gaming Board data.
- Average Funds In Performance
Hucks Gaming locations using the Preferred Patron Loyalty™ platform and gaming loyalty program ranked within the top 16% statewide for Average Funds In Percentage per location. This shows the program’s strength in keeping players active and engaged.
- Funds In Per Machine
Participating Hucks Gaming locations ranked within the top 7% statewide for Funds In Per Machine. These locations outperformed nearly all other Illinois gaming establishments.
Gaming Loyalty Program Performance: Hucks Gaming vs Top 5 Terminal Operators
Hucks Gaming locations using the Preferred Patron Loyalty™ gaming loyalty program achieved the highest Average Funds In score in this comparison, helping place Hucks among the top 16% of Illinois gaming establishments.
| Rank | Operator | Average Funds In Index |
|---|---|---|
| 1 | Hucks Gaming | 84% |
| 2 | J&J Gaming | 53% |
| 3 | Gold Rush | 53% |
| 4 | Accel Entertainment | 46% |
| 5 | Illinois Gaming | 45% |
| 6 | Eureka | 37% |
Data Source and Methodology:
Performance data is based on publicly available information from the Illinois Gaming Board (www.igb.illinois.gov). It reflects verified averages from January–September 2025. Calculations were performed by Preferred Patron Loyalty™ using IGB’s monthly datasets, excluding establishments reporting under $1,000 in total Funds In. Benchmarking includes Hucks and the five largest terminal operators in Illinois, measured by total licensed gaming locations. Hucks locations were removed from J&J Ventures Gaming’s totals to keep the comparison fair. The Hucks locations in this gaming loyalty program case study operate under the J&J Ventures Gaming license, with loyalty results reflecting use of the Preferred Patron Loyalty™ platform.
Program Analysis and Observations
Hucks’ results show how a smart gaming loyalty program can lift performance when it combines automation, smart targeting, and digital rewards. The self-running design removes the need for constant on-site management while still giving Hucks full control over offers and rules.
Key observations:
- Segmented Marketing: Each location or region can launch its own targeted promotions while staying within brand and compliance rules.
- Automated Campaigns: Timed and trigger-based campaigns keep customers engaged without extra staff effort.
- Reward Flexibility: Selective digital rewards give players real choice while keeping program costs in line.
- Security and Convenience: Self-service kiosks and tablets reduce manual work and help prevent fraud.
- Data Visibility: Real-time reporting gives Hucks clear insight into engagement, spend, and retention trends.
What This Means for You
The Hucks Gaming case study shows how a strong gaming loyalty program can change how you connect with players. By using automation, smart segmentation, and flexible digital rewards, Hucks:
– Reduced day-to-day staff work
– Improved marketing speed and accuracy
– Reached top statewide performance levels
If you run a casino, gaming route, or similar mid-market business, a self-running gaming loyalty program can help you boost play, build repeat visits, and stand out in a crowded market.
Client Perspective
“The ability to automate our marketing, personalize offers, and let customers choose meaningful rewards has changed how we connect with players. The gaming loyalty program runs in the background, while we focus on running our stores.”
Key Takeaways
- Automated loyalty operations reduce staff workload while keeping players engaged.
- Segmented campaigns deliver the right offers to the right locations at the right time.
- Selective digital rewards increase player satisfaction and help manage program costs.
- A strong gaming loyalty program helped Hucks Gaming rank among Illinois’ top performers.
Next Steps
Preferred Patron Loyalty™ helps gaming and retail operators grow through automation, segmentation, and modern reward programs. If you want to see how a gaming loyalty program can support your casino or gaming business, visit www.preferredpatron.com or contact our team for a personalized demonstration.
About Preferred Patron Loyalty™
Preferred Patron Loyalty™ provides advanced loyalty, engagement, and retention solutions for gaming, retail, and hospitality brands. The platform combines automation, analytics, and omnichannel communication to help businesses grow measurable customer value. To learn more about building your own gaming loyalty program, visit www.preferredpatron.com.