Gaming resorts across the nation and around the world continue to seek system solutions that help to automate what is perhaps the most complex of all casino functions: marketing.
This activity has not gone unnoticed by the casino vendor community, and a growing number of suppliers are offering marketing technology solutions that promise to automate and streamline data collection, analytics, relationship management and a host of other marketing processes and decisions. What follows is a rundown of some established and new casino marketing automation providers that have risen above the fray, made news recently and bear watching in 2017, as determined by the editors of Casino Journal.
It has been a pretty hectic six months of 2017 for Agilysys, the Alpharetta, Ga.-based company that provides innovative point-of-sale, property management, inventory and procurement, workforce management, analytics, document management and mobile and wireless solutions and services to the hospitality industry.
In January, Agilysys made news by appointing Ramesh Srinivasan to the post of president and CEO. Srinivasan is best known in gaming circles for his work at slot giant Bally Technologies, where he rose to the position of president and CEO before leaving the company in 2014. Shortly after that, the company unveiled Visual One PMS v8.7, the latest version of its popular property management system that features a number of enhancements—such as EMV readiness, more robust security and support for several recently released Microsoft products—that enable customers to dramatically improve operations and safeguard guests’ financial data, according to a press release. The latest version of Visual One PMS offers improvements in virtually every area, including compatibility with rGuest Pay v1.5, the latest version of Agilysys’ payment gateway solution. Agilysys also announced that Visual One PMS has been expanded to include a hosted deployment option in addition to traditional on-site implementation. Key benefits of Visual One Hosted include more predictable IT costs, accelerated return on investment, increased speed and scalability, improved security and enhanced guest service.
Through all this activity, the company also managed to grow its casino resort footprint, recently installing its Visual One Hosted PMS solution at North Dakota-based Spirit Lake Casino & Resort. “Visual One PMS is the most comprehensive end-to-end property management system in the marketplace, and it is a longtime favorite PMS among tribal gaming properties,” said Jim Walker, senior vice president of global revenue at Agilysys. “Now, as a hosted solution, it can adapt to a hotel’s unique business processes and workflows while offering easy deployment, instant scalability and a reduced technology footprint.
San Francisco-based Duetto is carving out a niche in the gaming resort space with its powerful revenue strategy solutions that allow hotels and casinos to better manage pricing, revenue and business-mix decisions with superior, actionable data. This unique combination of hospitality experience and technology leadership enables Duetto to provide new insights on pricing and demand as a true cloud-based software-as-a-service, helping hotels and casinos optimize profits and guest loyalty. More than 1,500 hotels and casinos in more than 60 countries have partnered to use Duetto’s applications, including GameChanger and its revenue intelligence app, ScoreBoard.
The company’s most recent success story involves a major installation of its cloud-based revenue strategy solutions for Live! Casino & Hotel Maryland. Under the agreement, Duetto will provide the benefits of open pricing, loyalty pricing and business mix optimization for the company’s 250-room boutique Live! Lofts property, and for the flagship Live! Hotel, scheduled to open in the first quarter of 2018. Duetto’s GameChanger application will enable Live! to manage pricing and demand for the more than 500 rooms and suites at the property, providing flexibility and versatility and enabling the property to utilize casino patron value in pricing recommendations, according to a company press release.
“We are very happy to announce this partnership with Live! Casino & Hotel Maryland,” said Duetto CEO Patrick Bosworth in a press release last month. “In today’s fast-paced and complex marketplace, Duetto’s cloud-based revenue strategy solutions provide the ability to fully optimize revenue, manage distribution complexity and optimize business mix.”
Engaged Nation is a Las Vegas-based gaming supplier best known for its REACH (revenue-generating, engagement, activation, conversion hub) solution. This system utilizes gameology science to provide gaming companies with a new way to engage existing customers, increase loyalty, drive new customer acquisition and generate bottom-line revenue, according to the company website. The REACH platform is built on the core principals of behavior modification and incentive psychology, creating a system proven to convert a casino’s online traffic into revenue-generating property visits.
The company is making inroads into the casino space, recently announcing a deal with Washington-based Silver Reef Hotel Casino Spa, which will implement Engaged Nation’s REACH system as a digital enhancement to its player’s club benefits program. Embedded into the property’s existing website under the private label name “SilverPASS,” REACH will provide players with an opportunity to interact with Silver Reef Casino through a series of “edutaining” online activities. The site will include customized games, puzzles and quizzes that are specifically designed to educate players about casino amenities and promotions in an entertaining way. Players are then rewarded for their participation with eFUNs—a virtual currency that participants exchange for rewards that can only be redeemed at the Silver Reef Casino property.
New York-based Experiture’s claim to fame is that it is the first ever multichannel marketing automation platform built specifically for casino marketers.
Casino operators have always had to grapple with using various complicated and expensive methods to reach, engage and track communications sent to their players and guests via their direct marketing efforts— until now. With Experiture’s Player Engagement Solutions, marketers can enable personalized, compelling player experiences that seamlessly connect multiple channels—allowing marketers to reach players with messaging that fosters loyalty and encourages repeat visits... without ongoing help from internal IT.
Experiture is available as self-service software, but also as a managed turnkey service for those that are new to digital and mobile marketing. The Experiture marketing software enables casino marketing teams to create and automate the delivery of messages to players and guests across multiple channels such as e-mail, mobile, social, web, direct mail and more—all from a single platform and without any special skills or training.
Experiture’s innovative technology features include multichannel messaging; a revolutionary program designer; seamless data connectivity; a unified view of the player, player lifecycle marketing; and real-time reporting and analytics.
The unique nature of Experiture’s player engagement marketing solution was recognized when the system was named one of the Top 20 Most Innovative Gaming Technology Products of 2016 in the April issue of Casino Journal.
This year has started with a bang for JOINGO, a California-based technology company with an engagement solution that targets players’ smartphones and tablets using the latest in mobile applications, location-based marketing, gamification and more; allowing casino brands to reach mobile users with highly personalized and interactive mobile marketing campaigns that drive increased reach, loyalty and revenue.
The company recently completed its first integration with the CasinoTrac system created by Table Trac, Inc. The integration was completed at WinnaVegas Casino Resort in Sloan, Iowa, and is featured in the WinnaVegas Casino Resort mobile application. The JOINGO integration with CasinoTrac features full integration of JOINGO mobile applications with the CasinoTrac casino management system. Using a JOINGO mobile app, players have access to their account information such as tier level, points balance and points value, and can view personalized offers and promotions.
This project also marked a major milestone for JOINGO—the company now has signed agreements with over 50 casino properties, including leading casino operators like Rush Street Gaming, JACK Entertainment, Cache Creek Casino Resort and many more, according to a company release.
Las Vegas-based Marketing Results is no stranger to the casino world—established in 1988, the company has provided creative services, digital communications, software development, campaign management and consulting for 140 casino operations throughout North America.
Marketing Results primary offering is Advanced Intelligence Marketing (AIM), a casino database marketing tool that provides results-driven technology. According to company press materials, AIM is an easy-to-use, secure in-house solution that turns data into meaningful marketing intelligence, producing information segmented by key player characteristics. The product’s campaign management system empowers casino marketers and creates efficiencies and productivity in database marketing.
Marketing Results has had a very successful 2017 thus far, with AIM installations in three Iowa-based Wild Rose Casino & Resort properties and River Rock Casino in Canada. River Rock chose the AIM system as their in-house solution with the business intelligence required to improve market share and profitability.
Las Vegas-based OfferCraft has become a well-known entity in the gaming resort space thanks to its software solutions that use artificial intelligence and gamification to help companies attract new customers, improve satisfaction and increase employee engagement. Now the company is looking to replicate this success for Asia-based resort operators.
“We’re thrilled about our Asia debut,” said Aron Ezra, CEO of OfferCraft in a prepared statement. “Our software makes marketing offers and employee incentives far more likely to be used—we often improve participation rates by over 300 percent. That means our clients can spend less to earn more, driving far higher profits.”
According to company press materials, OfferCraft’s patent-pending artificial intelligence tools allow offers, coupons and rewards to change themselves into something different if they’re initially ignored. So if an incentive fails to motivate someone, that person might see their reward or offer transform into something more tailored to their specific desires.
The solution is used by casinos, hotels, media companies, energy companies, hospitals, retailers and other groups in North America, South America, Africa and Australia. OfferCraft’s Gamification Platform was recognized as one of the Top 20 Most Innovative Gaming Technology Products of 2016 in the April issue of Casino Journal.
San Diego, Calif.-based VizExplorer and its operational intelligence (OI) solutions continue to cut a wide swath across the North America gaming industry.
The next generation in data-driven decision making, OI lets businesses analyze live, fast-changing data and take immediate action using a single toolset. VizExplorer’s applications and tools help enterprises address smart space and profit optimization, marketing campaign management, CRM and customer service, and service and dispatch management, according to company press materials.
Recently, VizExplorer has entered into a number of strategic partnerships aimed at improving its offering to the gaming operator community. The company has partnered with OpenWager, a custom branded social casino platform provider, with the goal of launching VizExplorer SocialLink for OpenWager, an integration with VizExplorer applications to enable casinos to use social games to drive incremental property visits. VizExplorer has also inked a deal with Everi Payments, a subsidiary of Everi Holdings, to launch the new VizExplorer CashInsite with Everi IQ. CashInsite with Everi IQ analyzes player financial transaction data powered by Everi to give casino marketers new insights about their players’ onsite transactions and gaming spend behavior.
VizExplorer also continues to place its solutions in casinos across the U.S. Recent examples include Oaklawn Jockey Club, which purchased multiple VizExplorer products for its Oaklawn Racing & Gaming property in Arkansas. Potawatomi Bingo Casino agreed to install hostVizOps—an advanced player intelligence and sales automation tool—at Potawatomi Hotel & Casino property in Milwaukee, Wisc.
“hostVizOps has captured the imagination of the most progressive player development professionals who realize the value of automating workflows to focus hosts on the true priority–real life interaction with VIP customers,” said Ken Kachnic, vice president of sales, East and Midwest region for VizExplorer.