INSIGHT IAGA SUMMIT WASHINGTON DC - MAY 28-30
On things that excite me: there are some great slot machine advancements, including touchscreen, interactive bonus rounds, progressive jackpots – these all enhance play and deliver the kind of innovation our customers may enjoy and it looks like we can finally offer them in numbers. Cashless payments will help streamline transactions and improve convenience and reduce operational overheads, and facial recognition and AI are beginning to be more useful.
I studied electrical engineering at university. I’m tech-savvy and excited as the next man to see what it can deliver. I’m also focused on what my customer wants, so view all advancement through the view of ‘how do we want our customer to feel about this’, and my customer is not a teenager.
Sticking with technology (though not necessarily gaming technology), what do you see as the possible applications for AI in the land-based gaming sector? Are there any threats that you envision too?
Tere are three main areas I can currently envisage AI assisting us: enhanced player experience; operational efficiency and compliance. It is early days but it has to help. It is just finding out how!
Te IAGA Summit takes place this year in Washington DC - what would your message be to policy makers as regards the land-based casino industry, what help, support and consideration would you like to see for your industry?
Simon Tomas Executive Chairman, The Hippodrome Casino London
I receive many approaches about virtual reality. Which irks me somewhat, given I’ve spent fast approaching 20
years developing and running a business that is all about delivering the best possible ‘real life’ experience. Why would I want to introduce tech that allows people to virtually leave the building I’m so proud of. They’d miss so much. I want to deliver reality reality.
In 2024 we’re more determined than ever to offer customers more, with the imminent opening of a ninth bar, a secret bar, a reformatted Heliot Steak House, and ambitious plans to extend over the old theatre roof and up to the iconic charioteer overlooking the entire West End. Tese are not small projects, but I find life is more exciting when you think big.
You’ve always been an early adopter of the latest gaming technologies - what are you currently excited about, and what are you steering clear of?
On the steering clear: I receive many approaches about virtual reality. Which irks me somewhat, given I’ve spent fast approaching 20 years developing and running a business that is all about delivering the best possible ‘real life’ experience. Why would I want to introduce tech that allows people to virtually leave the building I’m so proud of. Tey’d miss so much. I want to deliver reality reality.
I would urge policymakers to do three things where casinos are concerned. Number one - take the time to really understand what we do, how we operate and our place in the communities we serve. Let’s face it, the very word casino is redolent with a colourful mythology; but the reality is rather different. Number two - respect the wishes of casino customers in terms of how they choose - as adults - to get their kicks. Contrary to what some moralists assert, casino players tend to be intelligent and informed consumers. Teir rights to privacy and choice should be preserved within reasonable parameters; and they deserve the same respect accorded to consumers in general. Number three - work with operators to raise standards for customers - in terms of service and enjoyment as well as harm prevention. Understand how policy decisions can either enhance or diminish the experience and enjoyment of our customers.
Oh sorry, there’s a fourth. And possibly the most important one of all. Don’t forget, casinos are about fun, enjoyment, people metaphorically kicking off their shoes and having a laugh. Tere’s a tsunami of criticism from the anti-gambling lobby that persistently forgets the vast majority of people who gamble do so for enjoyment, play carefully and remain safe. It was for a good reason the early machines were called ‘amusements’. It’s as true now as it was then.
WIRE / PULSE / INSIGHT / REPORTS P49
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