I have read many threads on this topic and even gotten into some exchanges with some who know about the cost of producing chips. It is pretty clear that, for the casino, there is not much of a economic advantage to these chips. I think your assessment of PR and Customer Loyalty etc. is pretty close. It is an advertising tool to build your image and brand and get your name out among an audiance that is receptive to your product or service (GAMING). As for the criteria for determining the issue of the chips it can be more difficult. Established levels that support collectablity like 750, 1000, 1500 etc. Significant meaning to the subject matter like 1040 for a TAX chip or 2002 for a New Year Chip etc. Or there could be book keeping considerations like what is the value of chips in circulation and how many chips can you produce x the number of projected yearly issues and still have the cash on hand to back the chips. I understand that the casinos are required to maintain a balance in the bank or on their books to support the value of the chips in case they are redeemed. They will then issue notice to recall certain chips to clear them from the books so that they can issue new ones and retire the old ones. It may be that a casino only wants to carry a balance of so much for these types of chips.