Interactive
CASINO MANAGEMENT SYSTEMS CERTUS TECHNOLOGIES
Certus shoots for the sky with Cloud- based solution
Certus Gaming is looking to shake the bed-rock of casino management systems, bringing Cloud- based gaming to a product segment that’s ripe for a revolution in gaming practices. G3 spoke to Certus’ Kurt Quartier about The Connected Casino and the reason it’s such an important step forward
Kurt Quartier, Kurt Quartier, Chief Commercial Officer, Certus Technologies
Very little is known right now about Certus Gaming, but in our June issue you mentioned ‘real- time analytics’, the ‘marketing automation engine’ and ‘polymorphic marketing,’ which piqued our interest. What can you reveal about the products and installations Certus is creating and conducting right now?
You just mentioned some of the key elements of our systems offering, starting with real-time analytics. When we set out to develop Te Connected Casino, we knew that quantity and quality of data would be key. Real-time analytics is surprisingly rare in our land based casino industry. Whilst our customers have increasingly sought out to analyze and understand their business, and some great analytics packages have been launched, most of these are actually separate data applications. Tey rely on the host systems, with technology often 20 years old, to provide them the data and find it very limited.
Legacy slot systems poll data at only very specific events, or at set intervals (eg 15
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minutes). So if you want to know what’s happening at the slot machine at any time, you’re out of luck. Tis is hugely significant when you’re looking to instantly reward your players. For example, if you’d like to reward a player who spends €500 with an instant 10 euro reward, it’s impossible with a traditional system. Te system can tell you a player has played €500 in the past and can reward the player at some time after it happened, but you can’t reward instantaneously.
Not only is real-time important for marketing, it’s also critical from an anti-money laundering perspective as well. Europe’s new AML4 directive greatly increases the responsibilities of casinos when players play over €3,000. It is the casino’s responsibility to know when this happens and to ensure they have all required info on the player when it does. Te directive came into effect at the end of June this year, but very few systems out there can comply. Our system allows you to monitor player activity and set alerts so that you can ensure compliance without impeding play. I urge any operator that hasn’t yet implemented the new AML4 directives to go and have a look at some of the consequences of not doing so.
Responsible Gaming is another area where real time analytics can be used to great effect, even allowing the player to set his own limits!
Okay, but if Certus can pull this information in real- time - why can’t everyone else?
Legacy Casino systems simply were not designed to do so. You have to remember that the majority of the systems that are out there today were designed 15-20 years ago. Whilst
social media and big data has made all of us used to instant marketing and rewards now, this simply didn’t exist 20 years ago. In addition, most legacy systems were not designed as marketing systems but rather to solve operational or regulatory challenges. Tey simply limited their data capture to what they needed for their operational and regulatory reporting. As marketing requirements have expanded, they have sought to bolt on additional functionality, but always remain limited by their underlying technology.
Te issue is not only with capturing data in real- time, but also the quality and quantity of data.
Legacy systems are very selective in using data and ignore most of what is available to them. Every game creates volumes of information that isn’t gathered - why? Because legacy systems can’t handle the volume. When Certus connected our first 1,000 machines, in a single year we captured 1.3 billion events, which isn’t something you want to house on an internal server.
For example, when a player card is inserted, a legacy system will capture data that it will ignore when play is uncarded. Why, because without instant reward capability you can’t do anything with the uncarded info. Te Connected Casino captures every single meter that the machine makes available, during every game played, and whether it’s carded or uncarded we
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