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DRGT – ICE PREVIEW DRGT: a new decade


DRGT team talks ICE 2020 and what the decade has in store for gaming. Find the company on stand N2-240 at ICE


D


R Gaming Technology’s CEO, Jurgen De Munck, MD: Africa, Charl Geyser and MD: DRGT Online, Jean-Michel De Busscher discuss how the player experience is the key to everything…


Q: If the player experience holds the defining key, how do casino operators deliver it? Jurgen:


I believe the answer to that question is b


by


hiring and training staff with the right attitude, then arming them with knowledge, and finally empowering them to make player-centric decisions. We have all had poor customer service experiences, and in most cases it has been as a result of the way we were treated when addr issue, not as a result of the actual issue itself.


then


ering them d poor


s it has been ressing an


The whole process has become extremely integrated;


operators need to understand who are best suited to service their players, they then need to employ and train these like-minded individuals. We as systems service providers then need to provide these staff with the means to get to know and understand each and every player individually (the much talked about ‘player segment of one’), and finally these staff then need to go out and do what they do best, fully cognisant of their capabilities, and the fact that they are empowered and armed with the tools and knowledge to make the correct player-centric decisions.


Q: Can you give me an example of the player-centric tools you refer to, the technology solutions you believe set DRGT apart? Jean-Michel: Big Data has been a buzzword for some time, and in the gambling industry we have been managing huge amounts of data for longer than most, the challenge I believe operators have is determining what data is core to defining their success, then dissecting and mining that data, and ultimately using that intel to change, or at least sustain, player behaviour. What we try and do, on an ongoing basis, as technology


advances and more and more data points, and physical player touch points, become available to operators, is to design reports and dashboards that provide relevant data in


a simple and easy to understand manner. Charl: Furthermore, on the physical casino floor for example, where Slots have been at the forefront of management systems development for some time based simply on the technology they use; Table games remain quite manual and labour intensive. Whilst this ‘technology gap’ offers a brilliant platform to drive the player experience


66 FEBRUARY 2020


referred to earlier, it did inhibit the ability to accurately track game play, and as a result award Tables players loyalty points and rewards. In a really good example of how tech has enhanced the


player experience, our Tables Management System now seamlessly integrates Tables game play data into our accounting, cage and reporting modules, in so doing bridging that former ‘technology gap’, and affording Tables Managers the ability to now offer their players the kind of functionality and rewards previously only available to Slots players. In addition, we are also now able to offer operators the ability to award double loyalty points to the players of


our BlackJack11’s and Poker21’s side-bet jackpot games. Jurgen: Coming back ultimately to your question around player-centricity, when I and the rest of our development committee assess any development proposals, we always ask one question: ‘how will this enhance the player experience?’. Examples of these include the provision of faster


registration functionality through our drSelfRegistration, easier loyalty point reward redemption through our drPlayerKiosk software, easier access to cashiers and the cage through our drRoamingCashier, the ability to send (and receive) direct messaging to individual EGMs, and as a result individual players, via our drMediaManager and our drScreen player interfaces or the ability to now track, reward, and engage Tables players better as Charl alluded to earlier.


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