• Subscribe
  • Magazines
  • About
  • Contact
  • Advertise
Saturday 31 May 2025
  • zh-hant 中文
  • ja 日本語
  • en English
IAG
Advertisement
  • Newsfeed
  • Mag Articles
  • Video
  • Opinion
  • Tags
  • Regional
    • Africa
    • Australia
    • Cambodia
    • China
    • CNMI
    • Europe
    • Hong Kong
    • India
    • Japan
    • Laos
    • Latin America
    • Malaysia
    • Macau
    • Nepal
    • New Zealand
    • North America
    • North Korea
    • Philippines
    • Russia
    • Singapore
    • South Korea
    • Sri Lanka
    • Thailand
    • UAE
    • Vietnam
  • Events
  • Contributors
  • SUBSCRIBE FREE
  • 中文
  • 日本語
No Result
View All Result
IAG
  • Newsfeed
  • Mag Articles
  • Video
  • Opinion
  • Tags
  • Regional
    • Africa
    • Australia
    • Cambodia
    • China
    • CNMI
    • Europe
    • Hong Kong
    • India
    • Japan
    • Laos
    • Latin America
    • Malaysia
    • Macau
    • Nepal
    • New Zealand
    • North America
    • North Korea
    • Philippines
    • Russia
    • Singapore
    • South Korea
    • Sri Lanka
    • Thailand
    • UAE
    • Vietnam
  • Events
  • Contributors
  • SUBSCRIBE FREE
  • 中文
  • 日本語
No Result
View All Result
IAG
No Result
View All Result

Transformation of Casino Operators

Igor Rus by Igor Rus
Fri 10 May 2019 at 00:52
Transformation of Casino Operators
27
SHARES
672
VIEWS
Print Friendly, PDF & Email

Igor Rus, Director of Systems at high-end software and technology provider Comtrade Gaming, talks about utilizing available data.

The true art of modern loyalty tools is not just to transform a wide source of data into valuable information and align it with a promotional budget but react in real time to enhance and optimize customer behavior. The data collected should be used in such a way as to design the player journey throughout their stay while being able to adapt to their behavior. Only this way are we able to create a modern, visionary loyalty club.

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. The mentioned tools should be optimized mutually with vendors to be able to predict the player’s behavior and achieve the best results.

In 2019, the era of FAANG (Facebook, Apple, Amazon, Netflix and Google) and BAT (Baidu, Alibaba and Tencent), the old fashioned casino systems are not in line with the newest technologies.

Operators should move away from manually creating the list of players to be able to make efficient individual promotions. They should act immediately by engaging with their players and offering them meaningful bonuses 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.

Share11Share2
Igor Rus

Igor Rus

Igor oversees the development of strategic partnerships with regulators around the world. He actively participates in developing new monitoring solutions for slots, betting and online gaming software solutions for the online gaming industry. He has held several leadership positions at leading operators, including Deputy Slot Manager for the largest casino in Europe.

Current Issue

Editorial – Foreigner-only casinos: Seize the day

Editorial – Foreigner-only casinos: Seize the day

by Ben Blaschke
Thu 29 May 2025 at 13:38

I was recently asked by someone working at a foreigner-only casino for my thoughts on the outlook for the Asian...

On the brink

On the brink

by Pierce Chan
Thu 29 May 2025 at 13:27

The transition period for Macau’s 11 satellite casinos is set to expire at the end of this year, after which...

A moral defense of gambling

A moral defense of gambling

by Andrew Russell
Wed 28 May 2025 at 18:19

Economist Andrew Russell explores the differences between community benefit and in-principle arguments for the existence of a legal gambling industry...

Face to face

Face to face

by Ben Blaschke
Wed 28 May 2025 at 18:08

Konami caught the eye at the recent G2E Asia show in Macau with its SYNK Vision Tables, which utilize facial...

Evolution Asia
Aristocrat
GLI
Mindslot
Mindslot
Solaire
Hann
Tecnet
Nustar
Jumbo

Related Posts

Solutions Showcase: Angel – Tech Minded

Solutions Showcase: Angel – Tech Minded

by Newsdesk
Tue 29 Apr 2025 at 11:13

A raft of new technological enhancements to its revolutionary table and chip products will feature at Angel’s booth at G2E Asia. Angel will this year showcase its innovative and latest hybrid technology (AI and RFID) with the upcoming Angel Products...

Solutions Showcase: Aristocrat – Marching to Mars

Solutions Showcase: Aristocrat – Marching to Mars

by Newsdesk
Tue 29 Apr 2025 at 11:12

Aristocrat Gaming will showcase a handful of products for the first time at an Asian tradeshow when G2E Asia returns in May. Aristocrat Gaming will introduce several company firsts at G2E Asia, including the Asian tradeshow debut of the MarsX...

Solutions Showcase: Everi – Neigborhood watch

Solutions Showcase: Everi – Neigborhood watch

by Newsdesk
Tue 29 Apr 2025 at 11:11

Everi’s “Digital Neighborhood” fully-integrated suite of financial access, loyalty, mobile and RegTech solutions will form the core of its offering at G2E Asia. Everi’s core focus from a Financial Technology perspective remains on player engagement and assisting casino customers to...

Solutions Showcase: IGT – Progressive thinking

Solutions Showcase: IGT – Progressive thinking

by Newsdesk
Tue 29 Apr 2025 at 11:10

IGT will showcase a complete solution of gaming products at G2E Asia, highlighted by its latest multi-level progressives. At G2E Asia 2025 in Macau, global gaming company IGT will showcase the latest in its regionally attuned portfolio of gaming solutions...



IAG

© 2005-2024
Inside Asian Gaming.
All rights reserved.

  • SUBSCRIBE FREE
  • NEWSFEED
  • MAG ARTICLES
  • VIDEO
  • OPINION
  • TAGS
  • REGIONAL
  • EVENTS
  • CONSULTING
  • CONTRIBUTORS
  • MAGAZINES
  • ABOUT
  • CONTACT
  • ADVERTISE
  • 中文
  • 日本語

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

No Result
View All Result
  • 中文
  • 日本語
  • Subscribe
  • Newsfeed
  • Mag Articles
  • Video
  • Opinion
  • Tags
  • Regional
  • Events
  • Contributors
  • Magazines
  • Advertise
  • Contact
  • About
  • Home for G2E Asia

© 2005-2024
Inside Asian Gaming.
All rights reserved.

  • 中文
  • English
  • 日本語