CASINO MANAGEMENT SYSTEMS
further building the player’s behavioural profile.
Bally Technologies has equally ambitious views on the next step in casino management systems. It recently launched a new interactive division with the express purpose of integrating its mobile and e-gaming products with casino management tools for that “single view”.
Said CEO Richard M. Haddrill:
“As gaming expands outside the casino floor, our technologies will enable casino operators to reach their patrons wherever they are, bringing the casino to the players, and bringing players back to the casino. This integration will enable our customer – the casino operator – to stay connected to player trends and behaviour, as well as give their patrons access to player’s club accounts when they are at home or on the go.”
To speed that development, the company earlier
this year acquired MacroView Labs, a San Francisco developer of platforms and applications for mobile gaming. Bally appointed its new property’s leading lights Aron Ezra and Keith Michel as Vice President of Mobile and Director of Mobile Technology, respectively, to oversee the integration of MacroView’s cloud-based platform with Bally’s casino and slot management systems and its Elite bonusing suite.
WMS is in the online-offline integration game
too, with its Player’s Life Web Services application suite. As the firm’s President Orrin J. Edidin puts it, “Player’s Life Web Services provides a new channel for our casino partners to stay connected with their players anywhere and anytime, thereby increasing player loyalty to their casino and driving higher coin-in”.
Going offline But innovation in taking the management system
beyond the perimeter of the casino itself is not coming only from vendors like Aristocrat, Bally and WMS who are still largely associated with the land- based sector. The fusion of the real and virtual is being driven by the e-gaming side, too.
For example, PlayTech is largely known as a supplier of technology for online casinos, but the core of its management system provides centralised control over gaming on Internet, mobile, and interactive TV platforms as well as in land-based casinos. As in Aristocrat’s vision, this has benefits not only for the operator, but for the player too: with a single account and a single username/password combination, they can carry on playing a game on TV after leaving the casino, for example, or start a
30 NOVEMBER 2011
Even for casinos with no pressing ambitions to offer play virtually, there are still ways to use other platforms to maximise the return on investment in machines and players. For example, Club Fortune, a locals’ casino in Henderson, Nevada, has recently installed the Mobile Application Platform and Mobile Loyalty System from Joingo, a specialist in mobile marketing technology that concentrates on the gaming and hospitality sectors (and, indeed, has ex- Bally and IGT executives among its top people).
Consumers can carry on playing a game on TV after leaving the casino, or start a session on their home PC and then continue it via their smartphone
At Club Fortune, the Joingo Mobile Loyalty System connects the existing customer relationship management (CRM) system with mobile devices of all kinds: not just the obvious iPhone and Android handsets, but also BlackBerries, slightly older phones with Web capability, and even those that can handle nothing more sophisticated than SMS and MMS.
“Club Fortune is very promotion-driven,” said Jay
Fennel, the casino’s Chief Operating Officer. “Joingo’s technology and platform combined with our database allows us to immediately communicate our promotions and special offers to the Club Fortune customers with graphically rich and
session on their home PC and then continue it via their smartphone when they have to leave the house. The recent decision by Nevada regulators to allow remote gaming in off-floor locations such as hotel rooms will doubtless provide a spur to this kind of activity in Las Vegas, as well as other jurisdictions that follow Nevada’s lead in time.
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