Traditionally, casinos have always been laggards in the technology landscape, slow to implement new, cutting-edge technologies. They believe in sticking with what is tried and true, but are slowly beginning to use new technologies to help increase revenue by being able to track patron’s behaviors to create more customized marketing programs.
Right now, many casinos are using basic analytic functions for revenue management including managing casino sales, hotel rooms, and popular dates and times. They display this collected information in a reporting dashboard that the marketing and gaming departments use to create customized offers based on their patron’s gaming behaviors.
Casinos will begin to implement advanced analytics to conduct a statistical analysis to help determine the best rates for hotel rooms and to segment and profile patrons to target the right customers. Once customers are in the door, customized offers are put in place to get them to stay. Their goal will be to keep patrons engaged and to spend money outside gambling in areas such as dining, events, and tourism to build return patronage.
Artificial intelligence will allow casinos to get a real-time view into their floor to see where their patrons are and how they are moving about the casino. Casinos are able to collect demographic information about the users in addition to when they card in and out, and the number of pulls. Individual machine’s profit performance can be tracked to see where in the casino the machines are best performing and how much each machine is bringing in.
With all of this new information, casinos will need a place to store it all. Many casinos have already implemented a basic technology stack, equipped with the technology to connect their systems together. Casinos will begin to move their data out of data centers and into the cloud with the help of containers. They will look for flexible deployment options and use containers based on which casino applications will support them.
Casinos have the potential to use emerging technology to their advantage to better their operations and relationships with their patrons. More and more casinos are slowly implementing sophisticated technology to provide a better and more personalized customer experience while also increasing their revenue. The possibilities are endless; it’s up to casinos to see how much they are willing to gamble.
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