Inside Asian Gaming

July 2008 | INSIDE ASIAN GAMING 41 voucher in a gaming machine, the barcode on the docket identifies the player’s shopping habits.We immediately know more about that player than if they just came in off the street,” explains Ms Nelson. System The NTF Group teamed up with a Sydney-based hardware manufacturer to produce the demonstration models on show at G2E Asia. The printers used to produce the dockets are supplied by US company FutureLogic Inc. “The system is all automated,” says Ms Nelson. “We can make all sorts of offers to you without having to know your name,” she adds. “For example, it can spot if you’re a big spender and give you an offer for a free meal,” she adds. Insights Even if an offer isn’t taken up, the exercise still has value. Information on take up patterns can be used to fine-tune the timing and nature of future promotions and offers. This is an apt use for the technology, as the term ‘rocket docket’ was originally coined in the United States to indicate an accelerated timetable for an administrative process. “With the Rocket Docket system we know if a promotion voucher is not taken up,” explains Ms Nelson. “Via the back-end of the system at a gaming venue we can check wirelessly on an hourly basis to see if people have used these tickets or not,” adds Ms Nelson, who has extensive experience in market research and product development in Australia. Nameless but not faceless “We’re not interested in their names.We don’t care.We’re looking at patterns. It’s enough to know that the person takes a ferry at such and such time of day and that when they get there they go to certain machines during the promotion period,” she adds. “We have an arrangement with one Macau partner to link in with all their data capture in their customer relationship management Vendor Profile The Rocket Docket concept also extends to general shop sales, in the form of a bar code reader that can print receipt dockets with promotional offers for gaming products system.We’re also working with them on our algorithms to give us all kinds of predictive information. It means we’ll be able to dynamically advertise to players” says Ms Nelson.