For just about every industry, the last two decades have brought about technological advancements that have changed the landscape forever – think self-driving cars, AI assistants, and facial recognition. While the gaming industry has moved at a slower pace, there is no doubt that we’ve seen technologies that have shaken up the industry. We’ve come a long way from the levered slot machines of yore, and the industry is continuously finding ways to keep customers playing and stay ahead of the technological curve.
Here are just a few examples of the types of technology that are shaking up the industry and creating exciting experiences for a new generation of players.
Predictive analytics & customer modeling
We’ve talked a lot about how important data is for casinos to better understand player behavior, and as technology evolves, it’s becoming easier for operators to learn more about customer preferences, track their playing history, and tailor the perfect playing experience. For example, casinos can build models that allow them to spot exactly which gamblers are on the verge of losing a bet and in danger of walking away. Then, they can intervene in real-time to reward them and keep them playing. At Acres, we’ve pioneered the Precision Bonusing platform, which allows operators to deliver customizable bonuses to any machine on the floor, whether the objective is to drive excitement to specific games or zones, or to target individual players. Whatever the goal, customized bonuses at just the right moment can keep players playing – and keep them coming back for more.
Additionally, data modeling allows casinos to create profiles that help them assess risks for each player, whether that means keeping them playing by sending over a free drink or comping a night’s stay, or encouraging a break from the table. And at a time when the casino industry’s primary customers are aging out, creating tailored experiences can be key to attracting a new generation of players.
Data warehouses
As part of data modeling, many of the big casinos have begun leveraging data warehouses to help them track customers who visit multiple locations. These can also be used by several functions on staff – from the marketing team who sends tailored offers to customers based on their activity to the call center agents who can see where a caller booking a stay is situated in a loyalty program and what perks they’re entitled to.
This information can also help casino staff automatically redeem offers for returning customers or see if a first-time visitor is eligible for a room upgrade or free show tickets. Storing key customer information in this warehouse makes it easier and more efficient for operators to tailor their customers’ experience and add value to the business.
Smart safety systems
Crime prevention and player safety has always been a focus for casinos. Whether it’s crimes that can affect a casino’s bottom line (such as cheating) or a player’s well-being (such as robbery after a big win), technology can play a critical role in keeping everyone safe. Casinos have long used video surveillance to keep an eye on the floor, but in recent years, that eye has been getting smarter.
Advancements such as facial recognition scanners help casinos identify known criminals before they have a chance to do harm, and they can even pick up license plates to prevent them from entering a casino. Some high-end tech can even help casinos put a stop to card switching and the use of counterfeit chips with the use of RFID technology. RFID in chips also allows operators to see how much money is on the tables and what the flow of bets looks like.
There is more to come
These are just a few examples of the types of technology that are changing the face of gaming. At Acres, one of our goals is to reinvigorate the industry with the innovation and ideas needed to serve the player of today and tomorrow. With our Foundation technology and Precision Bonusing, we’re empowering operators to take their business to the next level and keep up with the ever-changing technological landscape. Visit https://acreslive.wpengine.com/ to learn more about how we’re changing the face of the casino industry.
