FUTURELOGIC MOVES ANOTHER STEP FORWARD WITH GEN3 PRINTER
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utureLogic have been evangelising the benefits of their thermal printers along with their Intelligent Promotional Couponing Solution, PromoNet® for the last few years – and the gaming industry now seems to be catching on… just in time for the arrival of their next generation product the new GEN3 Evolution Thermal Printer, with a whole host of innovations to mark it out from the crowd.
At the moment, a printer in a slot machine acts as a
device for printing TITO tickets enabling credit transfer between games and the cash cage; the player cashes out and gets a ticket with the cashout value and a corresponding barcode and unique ID, then moves to the cash cage or another machine. Printing a ticket is communicating information to the player, and in the case of TITO it’s communicating visually that player’s credit, in a secure way. It’s this path that led FutureLogic to their innovation, as John Edmunds explains: “When we were developing PromoNet and the GEN3 Evolution printer is, we looked at how we could offer more value to the operator and the player, via the printer? How do we use the medium of tickets, to communicate other information to the player in a format that is delivered directly into their hands? We can present more effective marketing messages and promotions via the same ticket format – in fact any message the operator wants to share with a particular player, but how do we identify the most valuable players to target? Identifying the most valuable players and giving them a differentiated experience is key to building an effective relationship. Traditionally this has been difficult if the player is anonymous i.e. not in the Player’s Club – but not now – with PromoNet, operators can identify and differentiate a player’s behaviour based on how they play on the slot machine, whether they are a new player or VIP. Based on real-time game play metrics, PromoNet measures which triggers get hit and then issues the corresponding promotional coupon. The player can then redeem their coupon or customize their experience still further by exchanging for similar promotions which may have more personal appeal.” “We realised that printing promotional coupons as well as TITO tickets would lead to the printer producing a lot more tickets, sometimes printing two or three tickets at the same
John Edmunds
time. With 450 tickets in its standard configuration, the GEN3 Evolution holds 125% more tickets than competitor products and 50% more tickets than the GEN2 Universal. It also prints around twice as fast at eight inches per second, so people are not waiting around to receive additional tickets. GEN3 also boasts Advanced Graphics Printing (AGP), which enables the operator to create photographic quality, eye-catching, graphics, logos and images, ideal for branding and promotional purposes. We designed in these additional features to enable operators to plan ahead for the transition from operating TITO to managing an Intelligent Promotional Couponing Solution like PromoNet – in effect providing a Future-Proof solution for the floor. It’s hard to forge ahead when explaining a concept from scratch but FutureLogic has stuck
to the task, improving the products almost beyond recognition and creating a suite of products that are just about unique on the gaming floor. Has customer acceptance been tough? John says that the key was finding the one thing that a customer really needs. “What we’ve found in recent years is that people have really accepted that promotional couponing is a valuable tool. The marketing we’ve been doing is beginning to to pay off, though not everyone will want to utilise the power of promotional couponing straight away. The ‘killer benefit’ that everyone grasps right away is that PromoNet enables operators to identify, differentiate and interact with anonymous players; with a player tracking system there is a lot of valuable information available to an operator, and that’s great – but the challenge with the anonymous player is, you don’t know when they arrive, when they leave, how much they spend. What PromoNet allows you to do is to communicate with those players and reward players you don’t know yet. You can reward them based on a certain number of triggers which are built into the software. PromoNet is currently the only promotional couponing system solution available today that can do that. PromoNet also allows you to create an automated as well as host-assisted trigger mechanism, freeing staff up for other activities. It’s not just identifying the anonymous player and rewarding them, it’s that it’s done automatically after when you’ve designed the promotion and downloaded it to the printer.” FutureLogic’s promotional couponing solution recently received approval from GLI and Nevada Gaming Control Board (NGCB), so expect to see it in all good casinos soon!
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