Why is the customisation of promotional coupons important?
Design Centre gives casinos the power to design offers for players without support from TransAct so it's 100 per cent in their hands. We also offer professional services that will do this for them, but most casinos prefer the ability to customise and design offers themselves.
With the Design Centre, you can design a promotion in the morning and have it active in the afternoon so it's not a lengthy process. Design Centre also makes it easy for operators to use existing graphics. For example, if a casino has a campaign across print advertising, billboards and media, they can pull the same group of graphics into the coupon to make the campaign seamless across all promotion channels. Tis enables marketing departments to reutilise digital assets quickly and easily.
How does the Campaign Centre module improve the management of promotions?
Te Campaign Centre is a critical element of the system. It allows marketing and slots departments to test ideas about how a promotion’s criteria might work in operation. In testing we have a feature called Stealth Mode that allows casinos to test a feature to see how many offers they would generate over a given period of time, without printing. It runs in the background to give a pro forma for a promotion, enabling casinos to make decisions on whether to loosen or tighten the parameters of a promotion.
In Campaign Centre, you can also select promotion triggers. We have one operator who uses a trigger in their 55+ player age specific casino to reward and target specific player types. Tis refinement is really important because people like to be recognised for their play. Promotions are more effective when they can be tailored and refined.
How does the Report Centre module help businesses make better data-driven decisions?
Every business runs on data. Te more targeted, the more useful the data. Te Report Centre allows the casino to assess the success of a promotion and find out who the offers were delivered to, as well as their redemption rates.
You can look back at previous promotions and compare to a new one you are looking to put out. It enables the casino to assess results in real time. In our most recent installation, we added a tablet into the system so that they could look at their reports on the fly on the casino floor. Tis has proven really effective for the casino to see exactly what the results are and make appropriate changes.
TransAct has also developed a second software solution in response to Covid-19. Could you tell me more about the solution and how the product has been received by operators?
Our second software solution, CLEAN2PLAY, is a result of our partnership with Acres. Te solution builds on the Clean Machine they have
implemented in casinos to ensure machines are clean before players come to play. It works with their dispatch system, adding in a ticket to certify a machine has been cleaned and giving further evidence to players it is safe to play.
CLEAN2PLAY has been well received considering the reduced number of games active on floors. I think CLEAN2PLAY will really take off when casinos open up again because people aren’t suddenly going to stop wanting to wear masks and clean machines. Casinos are going to need technologies like this to encourage players to play and feel safe.
Are there other software solutions being developed or is Epicentral your centrepiece software system you will look to continue improving upon?
On both the casino gaming and restaurant solution side of the business we are very software focused. We developed the Software Center of Excellence in Las Vegas where we had previously outsourced software in the past. We brought it all in-house and doubled the size of our Las Vegas office for software development.
Whilst hardware is not going away anytime soon, it is important to be flexible and offer different software solutions and we continue to innovate on both sides of the business.
It’s a requirement in today's business world to offer a subscription model and this is particularly attractive to casinos because it allows them to know exactly what costs will be.
WIRE / PULSE / INSIGHT / REPORTS P41
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