Investing in Casino Analytics Technology
Hard to believe that as recently as 15 years ago, the casino industry was largely devoid of any type of systems or technologies that analyzed marketing and operational data with an eye toward boosting both customer acquisition and retention.
Fast forward to now, and such marketing analytic products have become ubiquitous and are either core offering or add-on modules to enterprise-wide casino management systems offered by major suppliers such as IGT, Scientific Games, Konami Gaming and Aristocrat Technologies, just to name a few. Indeed, the technology is now so sought after by operators that a number of companies specializing in analyzing specific aspects of gaming or hospitality data have come to the fore. Many of these companies had strong performances in 2015 as more and more gaming facilities gravitated toward analytics solutions that help grow market share, cut operating costs or both. Here is a recap of some data analytics product placements from the year just past:
DUETTO & AFFINITY GAMING
Duettto is a San Francisco, Calif.-based provider of optimization technology for the hotel and casino industries. This past summer, the company struck a deal with Affinity Gaming, a diversified casino gaming company headquartered in Las Vegas, consisting of 11 casinos, five of which are located in Nevada, three in Colorado, two in Missouri and one in Iowa. Affinity decided to implement Duetto’s GameChanger revenue strategy solution, bringing new price optimization, loyalty and forecasting capabilities to the company’s resort operations.
Duetto’s GameChanger application provides casino hotels the ability to price all room types, channels and dates independent of one another to maximize profitability on every booking—a powerful tool for hotels and resorts. It offers real-time interfaces with major property management systems and the ability to flexibly integrate the gaming value of hotel customers, helping casino hotels understand the total worth of customer spend to make smarter reinvestment decisions.
Duetto’s managed service program provides hotel and casino customers around the world the opportunity to leverage the team’s deep industry experience for consulting and outsourcing services. This includes benefitting from hands on revenue management expertise provided by Duetto’s world class managed service revenue team.
“Our partnership with Duetto gives Affinity a unique opportunity to leverage rich customer data and manage pricing through GameChanger, allowing our hotels to maximize spends and better understand our customers,” said Michael Silberling, CEO at Affinity Gaming at the time the deal was announced in July.
VIZEXPLORER & AKWESASNE
MOHAWK CASINO RESORT
VizExplorer is a San Diego, Calif.-based software solutions provider whose powerful, yet intuitive applications provide elegant solutions to a range of challenges, from marketing campaigns to player development to slot floor optimization and more. The company had a very good 2015, inking deals with a number of successful tribal gaming properties; most recently with the Akwesasne Mohawk Casino Resort, the Hogansburg, N.Y.-based casino resort operated by the Saint Regis Mohawk Tribe. The property installed VizExplorer’s multi-award-winning gaming operational intelligence solution; specifically campaignViz, to streamline its campaign management process and enhance overall marketing capabilities. VizExplorer’s campaignViz enables marketers to increase the velocity and effectiveness of their campaigns. The easy-to-use and fully automated campaign management functionality (from selection, to segmentation, to execution) is said to take the pain out of campaign management.
“To take our campaign management to the next level, we needed a world class solution that was highly automated and enabled us to successfully target the right players,” said Emily Lauzon, interim general manager at Akwesasne Mohawk Casino Resort when the deal was announced in September.
JOINGO & DESERT DIAMOND CASINOS
JOINGO is a San Jose, Calif.-based mobile technology company with patented technology that targets smartphones and tablets using the latest in apps, location-based services, mobile gaming and more, allowing operators to reach mobile users with highly personalized and interactive mobile marketing campaigns that drive increased reach, loyalty, and revenue. In early 2015, JOINGO struck a deal with Tucson, Ariz.-based Desert Diamond Casinos & Entertainment, an enterprise of the Tohono O’odham Nation, to launch the Desert Diamond Casinos’ mobile app, MY DDC. According to company literature, the JOINGO-powered app integrates with the casino’s existing IGT systems, features real-time account info for Diamond Rewards members, plus in-app access to amenities and information for all three of their Arizona properties.
Using JOINGO’s intuitive mobile platform, Desert Diamond Casinos delivers free play, dining offers and promotions to their guests’ iOS and Android devices. Geofencing capabilities allow Desert Diamond Casinos to target and automate the delivery of marketing messages, sending offers to guests when and where they are most likely to act on them.
“The JOINGO design team created a striking mobile app for us in very little time,” said Treena Parvello, director of communications and public relations for the Tohono O’odham Gaming Enterprise when the deal was announced in February. “We are especially excited to use geofencing to engage with our guests at the time and place it will be most convenient for them.”
RAINMAKER & ATLANTIS
CASINO RESORT SPA
The Rainmaker Group is an Alpharetta, Ga.-based provider of profit optimization solutions servicing hotels and casino resorts. One of the deals the company generated in 2015 involved Reno, Nev.-based Atlantis Casino Resort Spa, which installed Rainmaker’s GuestREV product to provide profit optimization solutions to grow its business.
According to press materials, GuestREV is Rainmaker’s flagship revenue management solution, built upon proven forecasting and optimization algorithms to provide the most accurate forecasts as well as optimal pricing. It was the first of its kind to factor total guest value into the optimization process, considering potential revenue from gaming, food and beverage, spa and other profit centers along with room revenue.
Atlantis will benefit from the complete Rainmaker solution, including GroupREV, which delivers intelligent pricing—compliant with revenue management policy—and optimized to capture a sale in seconds.
“We were drawn to Rainmaker’s cutting-edge research and proven scientific approach when exploring how best to optimize our profits,” said Cheraz Ecker, general manager, Atlantis Casino Resort Spa when the deal was announced in July.
Other data analytic product placements of note during 2015 include:
• CIS Technology, a Reno, Nev.-based developer of the Slot Floor Management System (SFMS), won an extensive review process which saw its SFMS product installed at the three casinos of the Gila River Gaming Enterprises in Phoenix, Ariz. CIS Technology’s SFMS is housed in more than 90 top tier casinos nationwide, according to press materials.
• Casino Cash Trac, a Tulsa, Okla.-based provider of casino audit systems, installed its CasinoInsight solution at Downstream Casino Resort, the Quapaw, Okla.-based property owned and operated by the Quapaw Tribe. Casino Cash Trac products now serve more than 50 casinos in multiple states, according to company literature.