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CERTUS TECHNOLOGIES


casino’s next system


We provide the hardware and support it, but we are changing the model which is quite disruptive compared to legacy systems.


CI: What kind of external data are you talking about there? JLF: We collate a lot of different kinds of data. First, we make sure that when we capture data from players, it is very accurate; when you see the quality of the capture in the database, it is usually extremely poor. We are trying to ensure the accuracy of their address; we need to know how many times it’s likely or possible that a player will come and their address is a factor in that, especially when you combine it with other data. We connect the weather with our data to make marketing campaigns; if they live 100 miles away and the weather is bad, there is no point in sending an invite. We are integrating controls so that if your casino is near a border, you can set different pricing and rewards based on which side of the border someone lives. We are also able to use external data for finding new customers based on the area they live in. In some suburbs there is greater spending power than in others. We can connect many kinds of data. We are able to track where people are, using a wifi manager, based on their smartphone; we can use an entrance cam system so we know how many people are on the floor in real time; if you start combining all these pieces of information, first you know exactly what is happening on your floor and you can


interact, and any incentive you have for players can change dynamically.


CI: You’re allowing the operator to have much greater influence on traffic and events on the floor instead of just reacting to things that have already happened… JLF: Exactly. Now, in winter, with the weather less stable, with a weather forecast you are able to evaluate things. You know your revenue will likely be down if it is snowing. If you know that’s coming in three days, you can make a campaign to capture players living close by. In many systems you have to do that manually, but in our system this can be automated. We have an engine like Amazon; theirs is based on what you’re doing in your web browser when you are ordering, and afterward they can evaluate your profile and upsell new things. This is the same kind of approach we are using. The beauty of this is that we are also


very focussed on anonymous tracking, and this is something that is getting bigger all over the world. With GDPR in the EU, for example, it’s all about privacy. Casinos can’t get the same information about players now. Players don’t want companies gathering information on them in the same way. So anonymous tracking is key – we are currently able to push to the machine in real time based on the player’s profile, which is based on what they play in real time: average bet, time of play, bills inserted… We know exactly what they have done at the machine.


CI: So this combines with a thermal printer setup, or it comes to a window on the machine… what channels can the system use? JLF: We are multi-channel. We have the engine working the data of the floor in real time; we have streams of data from the machines, streams of data from all around and we have rules in place. Based on those rules, we make actions, which could be something delivered to a mobile app, we could use the machine’s printer, we can do whatever you want. If you have a loyalty points system and the weather is bad, you can change the value of the points, it’s extremely flexible and dynamic. Our vision is to make the value of


points really low but based on the number of people on the floor, the weather, the person’s individual profile, we can change that value. The idea is to be more dynamic because a point costs a lot of money on a Friday night or a Saturday when the casino is busy; the system is designed to generate traffic and demand, and it works like an airline which adjusts pricing according to demand. It generates more traffic and interest from customers.


CI: It sounds fantastic… JLF: We are in a good place. We started developing this at the end of 2014, and to make a mature product we had to build a platform, it’s not just an app. It takes time. There is a lot of interest in what we are doing. We are in casinos, in an arcade in Holland, we are working on a US project; we are creating a platform where we can connect different kinds of machines, not just the casino. We can prove our system and strategy


works as it is in use in France’s biggest revenue-earning casino right now. We have a strong relationship with Tranchant, which has really helped us develop the product. Modern businesses – like Amazon


– are based on analytics. Our business, gaming, is far behind and it’s time to catch up.


FEBRUARY 2020 79


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