In some cases, this is not so much a birthday present as it is BAIT
As when you go fishing, you have to entice the fish to bite with some tasty bait.
In this case, the casino presumes that if you have not played in a long while, you have probably uninstalled the casino.
By offering up some bait, they are hoping for a bite - you reinstalling the casino to play the free chip. If you do, they KNOW for SURE you have reinstalled the casino, and can follow up with an even "tastier" enticement to get you to start depositing again.
Casinos where you are an active player do not need to entice you to deposit and play, you do so already, so their birthday offers are really just that, an extra offer over and above the normal promotional fare.
It is rather telling that the casino you play at the most has given you sweet FA, they don't need to entice you back, and clearly don't feel it necessary to offer up a birthday present.
This all fits what I have found, stop playing somewhere, and they try hard to get you back, yet often the reason you stopped in the first place was because they didn't seem to notice you, and offered very little compared to the competition, and what they ADVERTISED as benefits on their own sites.
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