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“We have optional modules for casinos that, depending on the choice of the casino, they could opt to reward certain levels of their loyalty card holders.”

—Neal Jacobs, CEO, Automated Currency Instruments

“GAIN is our self-exclusion program, and the users also have the ability to manage and input self-exclusion patrons right into the application itself,” Hart says. ACI is developing a system that connects a casino’s self-exclusion list with its

financial services information to prevent problem gamblers from using cash access services. “We have been working on a module that would tie in all of the financial serv-

ices of the casino—whether that is the loyalty club, the ATM or cash advance— into what is known as the ‘do not play’ list,” Jacobs says. “Each casino has them, and we have looked at being able to integrate that into the cash advance system so that when somebody tries to get a cash advance in the casino or get cash access in the casino, if they are on that list, they’ll be politely declined and referred to the cage for further discussion, just in case there’s a commonality of a name—some- times you’ll have John Smith, then you have another John Smith, and you don’t want to eliminate one person from being able to play.” Global Cash Access’s self-exclusion program is called STEP, and casino opera-

tors can also put players on a “do not play” list via a program called Merchant STEP. “STEP allows a player or patron of a casino to call or give us the information

on their name and who they are and their account numbers and we will block them from accessing any funds in any casino that we process with,” Betts says. “Because we process for such a high percentage of casinos, it’s the most robust sys- tem that’s out there right now for allowing someone to self-exclude.”

CATERING TO PLAYERS

Cash access providers are able to exclude problem gamblers, and they also appeal to a casino’s most valuable players by integrating marketing strategies and financial services. GCA’s Casino Marketing Services product is comprised of a database of play-

ers who have used the company’s cash access services in the past. “We will work with our casinos and we give them the names from our data-

base to do direct mailing, based on any number of criteria,” Betts says. “It could be something like: ‘Anybody who’s been at a casino within a 150-mile radius of this one casino and has withdrawn more than $5,000 in one year—give us all those names.’ We will give those names to a third party who then puts them on mailers and then mails them out.” ACI provides options for casinos to decrease ATM fees for players with club

cards who have accumulated a certain amount of points. “We have optional modules for casinos that, depending on the choice of the

casino, they could opt to reward certain levels of their loyalty card holders with either reduced ATM charges or even free ATM or free cash advance or reduced cash advance charges, depending on the level of the loyalty card holder,” Jacobs says.

“That depends on the casino. That’s a straight tie-in between a relationship

that a casino has with the patron and giving them the advantage for using that cash advance functionality at the casino and rewarding them for their loyalty.” Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56
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