Interactive
CASINO MANAGEMENT SYSTEMS CERTUS TECHNOLOGIES
players. Our system doesn’t care what your name is, since we can use the marketing automation engine to set up rules the system will follow. If you’re an uncarded player that’s just played €500, the system can be automated to deliver a ticket with a reward, for example €50, or it can print a ticket that informs the player as to his carded benefits. Or we could send a notification to the floor attendant to see if he can sign you up.
So you gather huge volumes of data and store it in the Cloud, and you can use real-time data to react to the player at the point and time of play. But how does that work in practice?
Real time analytics and our patented marketing automation engine are vital to using the data available and turning it into marketing offers that make sense to the player. Being on the Cloud and in real-time, we can take any input (whether gaming related or not) and using marketing automation to apply any rules we like. For example, if the temperature in Las Vegas soars close to breaking the monthly record, we can take an input from a live web based weather service and inform players that should the record be broken, all progressives will pay an extra x per cent. Te flexibility in our marketing automation allows you to tailor promotions based on your local requirements. As progressives, player tracking, bonusing, comps etc all flow thru the marketing automation engine, you also get an overall view of your marketing spend and results.
Our historical data allows us to have estimated costs for all promotions but also tells who would typically respond to this promotion, which machines they’re likely to play when they arrive, how the weather has affected this kind of promotion in the past. Te level of detail is unprecedented and allows for a greater understanding of what’s happening on your casino floor when you design a promotion. And when my promotion ends and I want to see the cost from the start until the present, I go to one page and I see the exact cost and effectiveness. I can also see, across all of my promotions, how many prizes have been won and, very importantly, how many prizes remain unclaimed, plus what my outstanding liability is for the period the campaign is running based on those rules, updates and historical data.
Where does your integrated app come into play?
Te Certus Connected Casino app is at the heart of our interaction with the player. Our app’s functionality is second to none and only possible as we are fully cloud based. Most casino apps you can download today are basically copies of its webpage. It tells me the casino has 47 tables, 160 slot machines and is open 9 to 5. Te chances that I’ll return to that App are pretty much zero, and the next time I’m bored and I
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want to clean up my phone, that App is gone.
We’ve all downloaded Apps, which we delete after a while because, quite frankly, we’ve never used them. An App, therefore, has to become the center of your interaction with the casino and you have to be able to use it not only when you’re on-property but use it in the outside world as well. We are not restricted to interaction on property only and can change our interaction with the player based on his geo- location.
We believe interaction throughout the customer experience is key. When at home, we can tell
In legacy systems, if you visited a different location from the
one where you cashed out the ticket, it was useless. Our TITO as with all our functionality is fully cloud based, so can be
linked in any operations of the same group is what the group decides it wants.
him about upcoming game launches or he can monitor his favorite progressive. He can make restaurant reservations for an upcoming casino visit or just play off some loyalty points on social gaming in the comfort of his living room. When a player wants to visit one of our properties, we can provide him estimated travel time and directions to the casino. If he wants parking, we can ensure this is reserved in accordance with his player loyalty level. On the casino floor, he can use the app as a loyalty card and use our full payment center functionality to handle transactions with cash, points, promotional tickets etc.
He can make restaurant reservations, interact with his friends via social media and even rate games.
One of the issues all casinos struggle with and everyone is trying to solve right now, is how do we connect with the younger generation? Is it possible to do that with the App?
Millennials do everything via their phone. If you can’t share it on social media, it is like it never happened! We allow players to share their gaming experiences, rate games or comment on a YouTube video of an upcoming game launch.
When you’re out with friends in a casino restaurant, the app allows you to pay for the
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