Imagine This: 25 years of revolutionizing casino revenue

When Imagine This first entered the casino industry back in 1999, it was with a singular goal: to drive massive amounts of incremental revenue to casinos all of the world.

Fast forward 25 years, and the company hasn’t just reached that goal — it has revolutionized it.
Under CEO Patrick Papaccio’s leadership, Imagine This has turned gifting into a science, driven by data, powered by innovation, and trusted by more than 350 casinos across North America.

In our first conversation with Papaccio, we explored how the company’s Continuity Program transformed from a smart promotional tool into a finely tuned profit generator. In this follow-up, we dive even deeper into how Imagine This continues to push the boundaries with predictive analytics, flexible ordering, and player-focused strategies that casinos simply can’t ignore. From its game-changing SuperFlex model to the secret sauce behind $3 billion in incremental profits, this is next-level marketing built on results, not risk.

Read on as Papaccio pulls back the curtain on Imagine This’ latest strategies, shares hard-earned insights from decades in the field, and explains why gifting remains one of the most effective — and overlooked — drivers of player loyalty and revenue.

In the first Q&A, you mentioned the success of your Continuity Program. How has it evolved over the years, and what new insights have you gained from tracking player behavior and engagement?
Our Casino Gifting Continuity Program has evolved into a highly data-driven, results-focused tool for player engagement and revenue growth. Over the years, we’ve refined it into a reliable engine for driving repeat visits, customizing each program to fit the unique needs of every property.

Tangible gifts create a lasting impression—often more impactful than free play—because players leave with something in hand. We’ve found that higher redemption rates directly correlate with long-term loyalty. Strategic timing, combined with multi-touchpoint messaging, drives maximum participation. With over $3 billion in incremental profit generated to date, our program continues to deliver sustainable, measurable success for our casino partners.

Imagine This emphasizes analytics and predictive modeling. Can you share a specific example of how your data insights have helped a casino dramatically increase revenue and engagement?
Absolutely. Across our casino network, predictive modeling and years of player analytics have been key to optimizing our Continuity Programs. By studying redemption patterns and tiered behaviors, we help casinos fine-tune the ideal cadence, product mix, and promotional strategy for maximum impact.

In one case, by simply adjusting the frequency and value of gifts based on data, a partner casino saw a significant lift in return visits and incremental spend. This kind of data-backed strategy consistently proves that gifting—when done right—is one of the most effective tools for player engagement and revenue generation.

Can you explain how your SuperFlex system works and how it has impacted client retention and satisfaction?
SuperFlex was built to offer our clients unmatched flexibility. It allows properties to plan months—or even years—ahead while retaining the freedom to modify or cancel product orders any time before shipment. This agility gives clients confidence in budgeting and planning, without locking them into rigid commitments.

The result? Stronger client retention and increased satisfaction. In a fast-changing industry, our partners appreciate the ability to pivot quickly. SuperFlex eliminates the stress of long-term commitments, fostering trust and long-standing relationships. Many of our long-term clients cite it as a key reason they continue working with us—it gives them peace of mind and the freedom to succeed.

Many vendors require long-term commitments, but Imagine This does not. Why is your no-risk model sustainable, and how has it set you apart?
We’ve been perfecting our Casino Gifting Continuity Program for over 25 years—and we’ve never failed a client. That confidence in our performance is what allows us to offer a no-risk model.



Casinos stick with us not because they’re locked into a contract, but because our programs work. They see measurable results, and that’s what keeps them coming back. Our model is sustainable because it's rooted in proven success, not pressure. That’s what truly sets us apart in this industry.

You’ve mentioned that gifts create a tangible reason for player loyalty. What types of gifts are most effective in driving repeat visits, and how do you select them?
We take a data-informed, strategic approach to gift selection. Our product development team closely tracks market trends and pairs that with deep knowledge of each casino’s player base. With a catalog of over 200 products, we ensure each gift aligns with that property’s specific audience.

The most successful gifts deliver perceived value, practical utility, and a touch of exclusivity. Think: high-end electronics, kitchen appliances, luxury items, and everyday tech. By aligning gift offerings with player preferences and behaviors, we help casinos drive stronger redemptions and long-term engagement.

The casino industry is constantly evolving. What trends are you seeing in player incentives, and how is Imagine This staying ahead?
We’re seeing a growing demand for experiential and tech-integrated incentives—gifts that players can use, share, or showcase. There's also a stronger focus on personalization and segmentation, which is where our data expertise shines.

Imagine This stays ahead by constantly adapting—whether through curated product innovation, smarter analytics, or flexible program structures. We never stand still, because neither do the players.

You’ve helped casinos generate over $3 billion in incremental profit. What are the key drivers behind this success?
Our success stems from a combination of data-driven execution, strategic gifting, and a risk-free model—backed by long-term relationships. We don’t just provide products; we deliver tailored programs grounded in real performance data.

We also operate with a mindset of continuous improvement. From inventory strategy to client service, everything we do is aimed at maximizing impact for our partners.

What challenges do casino marketers face when selecting a gifting partner, and what advice would you offer?
One of the biggest challenges is separating vendors from true partners. It’s easy to find someone who can deliver products—but much harder to find a team that understands the strategy behind player engagement and continuity gifting.

At Imagine This, we pioneered the Continuity Program model and have spent decades refining it. We offer the full package—expertise, flexibility, reliability, deep data, and constant innovation. We’re not just here to sell gifts. We’re here to drive results, together.

When evaluating vendors, look for:
- Unmatched Expertise: We’ve led this space for decades, and it shows in our results.

- True Flexibility: Our SuperFlex™ model allows for real-time changes with zero risk.

- Reliable Fulfillment: Strong inventory + on-time delivery = seamless execution.

- Actionable Data Insights: We turn decades of analytics into smarter, stronger programs.

- Relentless Innovation: From AI enhancements to customized guest surveys, we’re always evolving.

Choose a partner who’s just as invested in your success as you are.

Looking ahead, what innovations or new initiatives is Imagine This exploring?
We’re currently integrating a range of exciting new technologies into our Continuity Program—tools designed to elevate player engagement, streamline operations, and enhance program performance in ways the industry hasn’t seen before.

While we’re not publicly disclosing the full scope of these innovations just yet—staying ahead of the curve is part of our strategy—we invite those interested to reach out directly. Whether it’s through your Imagine This sales representative or via our website, we’d love to share more about what’s coming and how it can give your property a competitive edge.