Casino COVER - Welcome to neilmead

More documents

Recommendations

Info

CASINO MANAGEMENT SYSTEMS Mission control As land-based casinos expand into online and mobile, how can they track and engage with the same customers across multiple channels? Barnaby Page looks at some of the latest developments in casino management systems. 28 NOVEMBER 2011 Are you making the most of your games, and your customers? It’s the question that’s constantly on every casino manager’s mind (or ought to be): fully exploiting the investments that have been committed, not only in technology but also in marketing, can make all the difference between profitability and failure. That’s where another investment – in a casino management system – pays off. Typically these systems combine sophisticated reporting, for the back office and gaming floor staff alike, with playerfacing services such as bonusing, messaging and loyalty programmes. And increasingly their focus is on providing what vendors like to call a “single view”, not only of the business as a whole, but also of individual players, who today may very well be engaging with a casino online or via their phones as well as in a land-based venue. Holland Casino, for example, is engaged in a big project called Mosaic which seeks to link together the management systems of its 14 properties across the Netherlands, which collectively attract 5.5m customers annually. It is working with International Game Technology (IGT) to integrate membership and loyalty systems, far more powerful if they operate across the whole estate than if they were limited to single locations, as well as improving support for coinless gaming, creating more efficient operations, and building in responsible gaming safeguards. Yet of course today’s casino operator is very often offering gaming beyond the walls of its physical properties, and it’s here – in the merging of landbased, Internet-based, and mobile activities – that much development work in casino management systems is taking place at the moment. As the Maryland Live! Casino prepares to open next year, for example, it will also be offering a play-for-fun virtual casino three months before the real thing opens its doors in June. Providing customers with Poker, slots and skill games, this will serve to build the Maryland Live! brand and, crucially, players registered on the online service will be identified as such by the casino management system too. With the virtual casino driven by Aristocrat Technologies’ nLive system, Maryland Live! will then connect online and land-based player profiles using the vendor’s nLiveLink technology. Player activity will be trackable across both the real and virtual properties, and customers will be able to earn reward points online. As long as land-based gaming continues to represent enormous revenue streams and investment levels, there is never-ending scope to fine-tune casino management Based on GameAccount Network’s e-gaming system, nLive – also ordered by Island Resort & Casino in Harris, Michigan – is so far limited to brand-building exercises, but Aristocrat frankly admits that the system is also going to market in anticipation of legalised online gaming in the US. When that happens, the company believes, demand for interconnected land-based and Internet-based systems will explode. Indeed, that extends to individual games as well as to player management; Aristocrat foresees a near future where, through its Alive network, customers will be able to continue playing on a land-based casino’s games even from home. Though they won’t, at least under current US law, be able to stake or win money, they will be able to build up player points and unlock new levels in episodic games – and for the casino itself, of course, there’s the all-important continued contact with the brand, as well as opportunities for messaging to consumers and for
MORE CHOICES. MORE FLEXIBILITY. BRING THE CENTER OF ATTENTION TO EVERY CORNER OF YOUR FLOOR. Because we understand the value of every inch of your floor, we’ve created a more intimate model of our Center Stage console. The 55" Center Stage Duo lets you choose from the hottest blockbuster games and switch between them with minimal cost and configuration changes. And with performance up to three times zone average, Center Stage games keep your customers happy and give you the most bang for your buck. Get Center Stage Duo on your floor today. Visit www.IGT.com/CenterStage for more information. BUILT TO PERFORM © 2011 IGT. All rights reserved. Ghostbusters: TM & © 2011 Columbia Pictures Industries Inc. All Rights Reserved. All other trademarks are owned and/or registered by IGT and/or its licensors in the U.S. and/or other countries.
Page 1: CASINO MANAGEMENT SYSTEMS ■ G2E R
Page 4: NEWS British casino operators inves
Page 7 and 8: © SPIELO International, 2011 For m
Page 10 and 11: STATESIDE For the first time since
Page 12: UK GAMING Don’t drop the ball For
Page 16 and 17: LATINO AMERICA de la industria para
Page 18 and 19: LATINO AMERICA PERU - ¿El control
Page 20: LATINO AMERICA materia política y
Page 24: MACAU BUSINESS 24 NOVEMBER 2011 pha
Page 30: CASINO MANAGEMENT SYSTEMS 30 NOVEMB
Page 33 and 34: APP-ROPOS OF SOMETHING It’s not j
Page 36: G2E 2011 G2E 2011 A new venue for t
Page 39 and 40: Randy Reedy Vice President of Slot
Page 41 and 42: signage that would not block the ma
Page 43 and 44: immensely satisfying for FutureLogi
Page 45 and 46: community bonus game called Fast-Hi
Page 48 and 49: VISIMETRICS PLAYERBOOK Visimetrics
Page 50 and 51: INSTALLATIONS Aristocrat wins Maryl
Page 52 and 53: You YYo ou ddream ream it. We W We
Page 54 and 55: ONLINE NEWS 30% increase for EiG Th
Page 56 and 57: ONLINE NEWS GTECH G2 Launches Play-
Page 58 and 59: IOM A Tale of Two Startups 58 NOVEM
Page 60 and 61: IOM 60 NOVEMBER 2011 what might you
Page 62 and 63: Details, details, details Apparentl

Casino COVER - Welcome to neilmead

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?