Just a term we use at work. One of the main uses for a slot card (we all know this) in most major casinos is to get to know a guest preferences (most of the time the casino knows what a guest likes to play more than the guest does, from the data gathered) and try to cater to their preferences by using offers and rewards. Most gaming customers will go from one casino to another, many are not loyal to one casino in particular, in effect a average gaming customer is promiscuous. The trick is to get the guest loyal to your establishment, because it is less expensive to cater to someone that is familiar with your establishment, then it is to find new customers. Thus increasing the establishments share of a guests gaming budget. Our company used to estimate (prior to getting larger) just a 1% increase in share of gaming budget (all customers) would equal to $10 million on the bottom line.