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Prostock-studio/Shutterstock COVER STORY “Modular solutions,


like adding Bluetooth (BLE) technology to bill validators to allow for mobile payments, can allow operators to build on existing


systems to rapidly take advantage of new opportunities”


to do things like reserve a favorite machine, review their play, and allocate money for wagering from their phones. When payments are made directly from a phone, without the need to get cash from an ATM or keep track of a card, it’s one less thing for players to misplace or worry about. For operators, all-in-one integrated apps can become a key part of the customer experience, offering everything from payments to loyalty programs in one convenient click. Mobile technology is the logical next step for casinos as they integrate cashless wagering, giving players the modern, digital-first experience they expect in 2020 and beyond. And, fortunately for operators, the move to mobile integration is closer and easier than you think—with solutions that work without expensive, whole-system upgrades.


Taking Advantage of the Trends


only higher-ranking feature was exceptional customer service – another area that can be enhanced by seamless cashless experiences. Why it works for casinos: Loyalty is king in the casino space, with operators offering lucrative rewards to their players to keep their business. As we know, cashless technology allows operators to customize those rewards even further, offering incentives that appeal to players’ specific, preferred gaming experiences. Casino operators should look for cashless solutions that integrate with existing loyalty programs, creating an even more convenient, customized experience for players—one that will keep them coming back time and time again.


Trend #3: Going Mobile


While cashless payments are still dominated by credit and debit cards, mobile payments are on the rise. According to a report by the Pew Charitable Trusts, 56% of U.S. adults have made a mobile payment in the past year. Many of these mobile payment users are younger, proving the power of mobile payments to appeal to new generations of customers. Mobile apps and digital wallets offer seamless, convenient, contactless payments—all factors that enhance the customer experience and meet the evolving expectations of customers who are more focused on hygiene than ever before. Why it works for casinos: Mobile technology – including mobile wallets, mobile payments like Apple Pay, and branded apps – offers endless opportunities for casino operators. Apps, combined with cashless payments, give players the opportunity


Fortunately for casino operators looking to make the move to cashless, it’s not an all-or-nothing proposition. Operators can start with relatively simple hardware or technology upgrades that allow players to start using cashless payments quickly. Modular solutions, like adding Bluetooth (BLE) technology to bill validators to allow for mobile payments, can allow operators to build on existing systems to rapidly take advantage of new opportunities. When it comes time to do a complete technology upgrade, all-in-one payment solutions offer operators and players the most flexibility when it comes to payments. From cards to mobile payments, these all-in-one machines can be installed throughout a casino to give players maximum convenience and a more streamlined gaming experience. Regardless of what technology operators choose, the best plan


will always be to think holistically. Finding solutions that improve the experience for players and operators, across the casino floor and beyond – solutions that offer more opportunities, rewards, and modernizations for both parties – is key to taking advantage of everything cashless wagering has to offer. And by finding solutions that can seamlessly integrate with existing systems, operators can maintain visibility across all peripheral devices – ensuring a more consistent payment experience from the front desk to the casino floor. The entire casino industry is preparing for the changes that will come with cashless wagering. Operators who take advantage of these trends now have the chance to position their casinos as innovative, modern operations—improving the wagering experience for current customers while attracting a new generation of players. The future of the industry is bright, with more ways than ever to harness the power of technology, both now and in the future. Ready to bring cashless to your casino? Ask CPI how.


NOVEMBER 2020 33


PopTika/Shutterstock


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