Systems and methods for providing customized coupons in a casino gaming environment are provided. A printer resident in a gaming machine is provided and has at least one communication port for communication external to the gaming machine. A coupon layout generator may also be provided for creating customized coupons. A server manager may be provided for distributing the customized coupons to one or more targeted recipients. A server port device may be provided for connecting the server manager to the communication port of the printer and for converting an Ethernet signal from the server manager to a serial signal recognizable by the printer. With such a system, an IP address may be assigned to the server port device. The IP address, together with player identification information, is used by the server manager to determine appropriate coupons for distribution to the gaming machine.