VIZEXPLORER
Operational intelligence
A step further on from business intelligence, operational intelligence is at the heart of VizExplorer’s product and it could radically change your gaming floor by simplifying and harnessing data you already own…
C customer?
TD: The idea is a couple of things: how do we take all the data we get from slots and loyalty cards, what do we do with that and how do we make money with that? Casino management systems collect all the player and slot data and those systems are not that user-friendly – they just weren’t built to be that way. They are effectively accounting databases. But all across the world there are a lot of new
casinos being built and a lot of new competition, so we need to use all of our data to become more competitive. We give you easy access to your data from those legacy systems almost everybody has; we
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asinos sit on huge mountains of data, but so rarely have the resources to properly mine it and take action based on the findings – or if they do, they may lack the means to present those findings in a
way to make them actionable. VizExplorer has spotted its niche, offering casinos a simple software platform with tools that give a visualisation of their data, making it not only easy to digest, but easy to take action as a result.
Casino International met Trent Dang, Director, Industry specialist, VizExplorer, to find out more about their oh-so-simple but oh-so-essential product.
Casino International: Trent, what does
VizExplorer do exactly? Trent Dang: We are what you would call an
operational intelligence company. We differentiate that from business intelligence, which is more graphs, numbers etc. We take that one step further and say, we have all this data, how do we make money with it? That’s the overarching idea. We have a lot of success on five continents, we have doubled our revenue each year for three consecutive years, we have nearly 1400 installs worldwide.
CI: So what does the product do for me, the
have unique visualisations that sit on top of that data to help you digest that data and operationalise it. We can show your slot floor, each box representing a game then on top of that we have colour coding or heat-mapping, one for where the seat is and one for the machine. That allows the operator, with our slot director hat on, to make a perfect slot floor. New configurations, new machines, what should I do? Where do I start with all that data? That’s where our visualisation comes in. I can sit and look around without sorting through Access databases, tons of complex Excel spreadsheets, it’s visualised right in front of me. Even if we’re not slot directors we know that nobody wants to sit in the middle seat in an aeroplane – it’s the same for slots, we want to sit on the end. On my heat map though, I can see which games are really performing, and I can see the aisles and windows—to continue the aeroplane analogy — are doing really well. But this game? It’s doing really well despite being in a poor location. So how do we operationalise that data? From here we can do a number of things, see all of the performance data. How do we make money from that? We know from looking through all of our data that these endcaps generally make 30% more revenue than games in the middle, just because of location. So without any hardcore analysis, without a Ph.D in statistics or maths, we can say, maybe there’s an opportunity to take this game that’s doing really well and use it to replace a game that’s not performing so well. Then we can reap the benefits of a popular theme that’s working well despite its location, and a game that will generate 30% more because of its new location. We have all this data right at your fingertips, we
have these unique visualisations to help you do your job even better and we can help you to make even more money.
CI: Is this your only product or is it part of a suite? TD: We have products that address slot floor
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