VANTIV
Today, a gaming operator may have a very limited view of what that customer does within their location. Now, by augmenting and providing all of this enriched and enhanced data from the payment side, I now get a much better view of my customer before they come to my casino, and when they leave. It’s not just a gaming perspective, it’s from a payments perspective; why this is critical – and I will make a general statement – is that on average, 55- 60+% of the revenues driven and earned from an operator come from non-gaming activity. In the past, all I was measuring was gaming spend, I was very limited. That’s why we are very excited about leveraging many of our core assets and what we have been able to do in the merchant, non-gaming industry, and being able to bring that over with all of our experience to provide smarter, faster, easier payments.
CI: Data on the customer’s
behaviour property-wide, details from almost every part of that customer’s visit, could substantially change the resort’s attitude to comping and marketing to the player – not least for the convention crowds who might spend a lot more on the F&B side. It’s potentially quite a game changer…
JP: It is, think about where all the marketing
dollars have been spent. It’s very fragmented – they believe they know you based on historic and trackable data, yet they have no visibility of your everyday spend.
The other phenomenon taking place in the
evolution of gaming is to do with omni-commerce; the extension of gaming is really playing out to create that one customer experience. Every entity now is commanding an online presence; we know the instant gratification of the next generation and how they want to conduct transactions, done via some kind of mobile device; ultimately, how do I bring them back into my entertainment destination of which gaming is just one piece? Not only are we having this ‘electronification’ of the gaming industry, we are also having a convergence of creating a single customer experience so online, mobile and bricks-and-mortar, when you bring those three together, I now have a very different lens and data pool to start better understanding my customer, and to better incentivize and drive additional loyalty that historically did not exist. It’s not just the data science, it’s the convergence that excites us. We are taking an industry that has been very disciplined, even slow moving from a regulatory standpoint, that is now having to keep up with the change and
innovation required to keep that next generation of player which wants to do things differently – skill- based games, that kind of thing.
CI: If I’m an operator, how does adopting your
system work and how does it integrate with what I am already using? JP: In essence, we are a one-stop-shop for a land-
based operator, where in the past they have had to deal with multiple vendors to do their job. We sit down with an operator and we look at points of interaction; we look at point-of-sale [POS], we look at non-gaming activity, where are they moving payments today? One of our goals when we moved into this space, our one guiding principle that we have built upon, is that we will always protect the integrity of the transaction, the brands, the networks, and most importantly, the consumer. By going in with that guiding ethos, it allows us to sit down and say, where can we drive operational efficiency? Where can we have a positive impact to the bottom line, and let’s look at all these fragmented partners you are currently using, and let’s give you visibility with Vantiv. All operators will want to start somewhere
different on that life cycle. Somebody will want to focus on security, somebody else may want to focus on POS; we can take them on a journey which culminates in that one-stop-shop. Do they understand lifetime player value? Our offering would complement and enhance the data they already have. Because the payment data has never before intersected with the gaming data, it becomes a very powerful tool for marketing, and to ultimately create that greater loyalty.
AUGUST 2016 37
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