Land-based casinos generate a tremendous amount of activity, but the industry has not always had the same ability as digital
businesses to interpret that activity in real time and act quickly. Te opportunity now is to move from simply collecting data to using it in ways that improve operations, inform content decisions and make the player experience more relevant.
JACOB LANNING VP Systems Commercial Strategy & Operations, IGT
stakeholder see cashless as part of a larger modernisation journey rather than a standalone feature.
For operators, the opportunity is to reduce friction across the player journey while creating more connected, flexible ways to engage guests. IGT has long supported operators in managing complex, regulated environments, and ADVANTAGE X extends that foundation with modern architecture that can support cashless and other digital capabilities as market conditions continue to evolve.
When operators talk about modernising their floor, what's the first investment they usually make, and is it the one they should be making?
Modernisation should start with the foundation that gives an operator the flexibility to keep improving over time. A new cabinet or feature can create immediate impact, but the larger question is whether the underlying system can support future capabilities, new workflows and more connected experiences across the enterprise.
Tat flexibility is especially important in an industry shaped by different jurisdictional requirements, property types and business objectives. IGT ADVANTAGE X is designed as a cloud-based platform that helps operators connect systems that were once more disparate, while also supporting mobile readiness and more efficient operational processes. Te goal is not modernization for its own sake; it is giving operators the tools to serve players better and make smarter decisions faster.
Online operators measure almost everything in real time. How much does a land-based casino still not know about what's happening on its own gaming floor?
Land-based casinos generate a tremendous amount of activity, 186
but the industry has not always had the same ability as digital businesses to interpret that activity in real time and act quickly. Te opportunity now is to move from simply collecting data to using it in ways that improve operations, inform content decisions and make the player experience more relevant.
Trough IGT ADVANTAGE X’s FloorNet capabilities, service bus technology and containerized microservices, operators can better connect the gaming floor and access more actionable information. Tat connected view is becoming increasingly important as casinos work to make decisions with greater speed and precision.
If you walked into a casino in 2035, what would surprise today's slot manager the most?
What may surprise today’s slot manager most is how much more responsive the casino floor can become. By 2035, the floor will likely be able to react to player behavior, operational needs and business objectives in far more immediate and personalized ways. Te shift will be less about any single technology and more about how systems, content and data work together. Operators that invest in flexible, connected platforms today will be better positioned to create those more dynamic environments in the future.
Dynamic content delivery promises to keep games fresh without replacing cabinets. Does that change how manufacturers should think about product roadmaps?
Dynamic content delivery does change the way the industry should think about product roadmaps. It creates an opportunity to extend the value of the floor, keep experiences fresh and respond to market demand without relying only on traditional replacement cycles.
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