I can make a guess....though it could be wrong.

My guess is that a customer with the initials CM earned a free gift from the casino. Often the personalized free gifts were plastic key chains, but at least one or two casinos gave away personalized matches. And we've all seen the free photos... Of course the customer had to wait around to collect their "free" gift, and the casino hoped that the customer would gamble while they waited. Maybe the lighter was a free gift for high rollers.