Inside Asian Gaming

IAG JAPAN MAY 2019 66 TECH TALK CRM and predictive analytics applications should be the primary tools of operators to discover and fine-tune their complete program to maximize their pricing, marketing and business strategy. CRM(顧客関係性マネジメント)および予 測分析アプリケーションは、事業者が価格 設定、マーケティングそしてビジネス戦略を 最大化するための完全版のプログラムを 見つけ出し、そして洗練させる際に使用す る基本ツールであるべきだ。 and rewards. With the latest technology available we can get data from a slot machine in real time and design automated bonusing without any additional hardware inside of each machine. Comtrade Gaming’s enabled G2S (Game to System) answers the above-mentioned problems. Nowadays, these systems are also used by governments that want complete visibility of activity on gaming machines and even responsible gaming features like pre-commitment. The underlying technology that needs real-time data feed for responsible gaming is also a basis for more sophisticated loyalty programs. Multiple systems can be directly connected to the slot machine as CMS, Media server or Download server (there is no need for additional hardware in each machine-SMBI). Imagine operators’ slot machines turning into an all- encompassing loyalty and focused advertising messaging tool, or the mobile phone becoming a loyalty card and a channel to communicate with the casino. Table games are in some jurisdictions still the main drivers of revenue. In most cases now the player at the table has to ask the floor man or consult the player booth to retrieve his or her reward. This outdated method can be modernized to deliver automated bonusing at the right time to the location of the player. There is a lot to be learnt from offline data and past patterns of a player’s behavior. Combining that granular data as play at tables and slots, F&B consumption or hotel behavior with real-time data can now allow casinos to possess valuable prompt information and to act faster. In that way, operators would gain an edge over the competition. Another old fashioned feature is paper vouchers for gifts and dinners and in some cases manual redemption of those. Casinos need to change and introduce automatized processes and virtual wallets to provide a smoother experience for guests. Since we are all used to paying with Wechat, Alipay or Apple Pay, it almost seems like we are not living in the same era. All this technology discussed is out there today and is in fact not as expensive for the operator as legacy methods. Combining all relevant non-casino and casino data can help operators and vendors target potential and existing loyal customers with adequate promotions and make them enjoy the gaming experience. That is all translating into optimized use of marketing and financial means, more play time at the property and repeat visits.