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GSA
can be implemented or improved. For example makes his experience a positive and personalized one.
wouldn’t it be wonderful if we all used the same There are games where a player can reach a certain
terminology across the world? To that end, GSA is level of play, take the player card out, come back next
developing a glossary of terms, or a ‘data dictionary’ week, put the card in the machine… and you’re back
for the industry. Today you might be restricted to at that level. This is a simple example of a valuable
enter or sell in certain markets because of the unique player experience. Why not offer the player what he
technical regulations. You might have to make tweaks wants when he wants it? He walks up to a gaming
because the technical regulation of that jurisdiction device, inserts his card and his favourite games come
– although it’s 80 per cent similar – they use up. These are simple examples of how the product
different terminology, different acronyms. Guess offerings in a casino can change. G2S enables a lot of
what? You’re not getting your game approved! You new possibilities.
might end up making unique games for those Now a player walks into your property, and this time
jurisdictions. This is an unsustainable burden and does not spend any money on a slot machine but he
cost for our vendors, and we think we can mediate likes to stay in your hotel suite and uses your spa every
relevant parties to come to a resolution that helps weekend. Maybe he comes in weekly and visits your
everybody involved. French restaurant where he knows they serve his
It might sound like a pipe dream, but if no one favourite wine. Sometimes he brings his customers
takes the initiative to try and bring the industry
together, nothing’s going to happen. We did this for
standards, and who knows? Maybe there are other Over the next five years the
areas we can get involved in, let the industry tell us.
industry is poised for
CI: How will the new G2S standard evolve and
significant change and
develop?
expansion in a consumer-
PD: To allow standard development at the speed of
business, we have put in place a rapid response
friendly way
mechanism. This enables business to continually
contribute to the GSA standards and improve them
through a series of extensions. If you’re a member there or he attends a show and spends about
vendor and you need a set of messages in the $2,000/month. Why would an operator not want to
standards to enable your new innovation, you market to that individual? Someone else will come in
contribute the messages and not the idea, by and play $50 on slots every single day – are they more
developing an extension. This is then reviewed for valuable than the person that spends $2,000? Do you
technical feasibility by the GSA technical staff before as operator know all the details about your customers?
being presented to the committee, where they vote to The only way to get all the information is to access
make them part of the relevant standard. That’s just a these touch points i.e.: casino management system,
30-day process, which is very quick indeed. This is a point-of-sale system, hotel reservation system, golf
huge benefit of membership in GSA. reservation system, spa reservation system etc. GSA’s
S2S standard enables System-to-System
CI: What differences will the end user see as a communication and can be extended to accommodate
result of G2S implementation, or will it be all required property system interfaces.
seamless for the player but improved for the Demanding industry collaboration to develop and
operator? support open standards will have a significant
PD: It will be improved for both. Although the G2S positive impact on your IT budget, customer
standard is very powerful and flexible, one of the satisfaction and the health of your staff. Accordingly
many features it enables is something called, ‘Service to Forester Research “In 2004, 73% of IT budgets
Window.’ Through this window the player can enjoy were spent on maintenance and 27% on new
more services – browsing to see what the property investments. In 2005, survey respondents spent 76%
has to offer, book a restaurant or show, book a room, on maintenance, leaving just 24% for new
etc. The operator has the flexibility to extend offers or investments.”
bonuses depending on the player’s performance or GSA provides a forum for operators to provide
net worth to the property. The operator can truly input on protocol development from an operator’s
personalize the experience for the player in ways perspective — the Operators Advisory Committee. In
never done before. Maybe your player loves card the OAC, operators can make their voices heard as to
games, and although the player might already have what will work best for them and for their players.
saved his preferences, you can make him aware of a Welcome to our new world. GSA standards offer
new game that he might be interested in or a new you the future at your fingertips. These new
wine you know he might like. What if your player is a standards are so fundamental in shaping our industry
loyal customer who enjoys his weekly entertainment that the future is available today. Over the next five
at your property, but this specific week he is losing years the industry is poised for significant change
one game after another? You can print him a and expansion in a consumer-friendly way, while
discount coupon for his favourite restaurant.? This generating more cash flow for operators.
32 FEBRUARY 2010
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