The casino's aggressive July slots promotion offered gamblers a refund of their slots losses greater than $100. But they had to return to the casino over 20 weeks starting in August to get 5 percent incremental refunds put back on their Revel player cards. Some complained they were misled by the offer, believing the refund would be all at once. Hartmann said only a few were confused.
"The vast majority understood the promotion," he said. "Obviously, we had an idea of how we were trending over the month. We picked up significant market share. We almost doubled market share in one month. We think it's sustainable and able to be maintained into August."
Since spring, Revel has had two rounds of layoffs as the casino tries to align costs with gaming revenue.
While Revel enjoyed a boost, the overall Atlantic City gaming market continued to struggle against new competition. Nine of the 12 casinos here - including the four owned by Caesars Entertainment Inc. - posted revenue declines in July, ranging from 1.6 percent at Golden Nugget to 26 percent at Tropicana.
The only other two properties to post revenue increases were Borgata and Resorts, with 18.9 percent and 6.2 percent, respectively. Borgata continued to outpace the market, generating $64.3 million in casino revenue last month, despite the competitive promotional environment.
"Our 10th anniversary campaign was really helpful in speaking to the public, and the promotional events related to the anniversary were clear and direct," said Joe Lupo, Borgata's senior vice president of operations. The casino had its 10th anniversary on July 2.
For the first seven months of 2013, the dozen casinos here generated $1.7 billion, a 9.6 decrease from the same period last year.
Contact Suzette Parmley at 215-854-2855, firstname.lastname@example.org, or on Twitter @SuzParmley.