When the danger is that they’ll walk away and may never come back, you want to intervene and manage the relationship in real time. It also means you can find out more about their preferences and keep track of their playing history – and send that information to nearby employees so they can offer the best customer service.īuilding a model that lets casinos spot exactly which gamblers are on the verge of losing the bet would make you money, but would also mean you could lose them as a customer. It doesn’t just end with getting visitors to put the geo-fenced casino app on their phone-a tactic you can leverage to send them a text message or push notification with a special offer. What the casino industry has really pioneered is data modelling and predictive analytics, as an extreme form of CRM.

Tracking systems help casinos determine how often players are winning. Instrumented slot machines report back when they need emptying or refilling with coins. RFID in chips not only prevents theft and counterfeiting, it also means you can see exactly how much money is on the tables and what the flow of bets looks like. Facial recognition spot important guests as well as known card counters. The monitoring isn’t just for security, or even for operations – although casinos are very efficient at that. The Wynn in Las Vegas programs their key cards with multiple functions, giving guests access to their rooms and acting as a player’s card, so what they gamble is tagged straight into their account. IP phones in the room can automatically offer different services to different guests high rollers might get a direct line to a dedicated concierge using the same quick-dial button that normally calls housekeeping. Mobile apps for customer service and check-in enable guests to go straight to their room, thanks to NFC door locks, where they can set the temperature and lighting, order room service or book show tickets. Casinos use everything from facial recognition to RFID chips in their poker chips for security, and there are some technologies that casinos use in the same way as any sophisticated hotel or resort.

Casino gaming companies