CASINO MANAGEMENT SYSTEMS DR Gaming technology
Duncan Pollock, DR Gaming Technology’s Managing Director: Africa: I think it is safe to say that initially a CMS was exactly that: a Casino Management System, focussed solely on revenue tracking and reporting. From there it evolved into a tool that allocated that tracked game play data to individuals, in so doing affording us the ability to value players and reward them correctly. What we need to do now is to be able to not only understand a visitor’s value to a casino, but also to the resort or casino complex as a whole i.e. a single view of a customer’s entire entertainment wallet spend. To the above end, a move towards the integration of 3rd party systems into the primary casino CMS is without a doubt where things are going, as such, we are focussing on our core CMS offering whilst partnering with other relevant service sector experts to provide a truly ‘best of breed’ integrated management solution. To do so, CMS service providers need to offer an ‘open solution’, as we have, in order to deliver a tool that truly tracks all touch points and provides operators with what really
is a 360° ‘single view’ of their customers. Understanding a customer’s true value to your business, whether you are a casino operator or any other sort of service provider or retailer, and then being able to reward them appropriately, and at the right place and time, is what we all must now deliver. The biggest mine all of the data we’re now able to capture, and then settling on a plan; as opposed to what often happens, and that is spending too much time reviewing all of the options and not day though, it invariably remains a person (either an operator or a customer) who is the end user – so if the data and technology solution isn’t solving a challenge or creating a tangible opportunity for that person, it’s pretty much a waste of time.
Aside from functionality, commercials and patented drSMIB is a key driver of the faith more and more operators are putting into our solution because of exactly that. From a commercial perspective our ‘mesh’ solution does not require a permanent server connection and as a result ticks the commercial ‘box’, and then in respect of security (and uptime) each drSMIB (on which all system edits and updates are done, and data collected) automatically synchronises with every other drSMIB in the network in so doing ensuring unparalleled data redundancy and the security I refer to.
Globally technology service providers, and their customers, are doing all they can to mitigate a single point of failure, to that end for all intents and purposes we only need 2 of our drSMIBs to be working to maintain said data integrity across and entire casino floor and any other associated touch points like jackpots, POS, cashless gaming and the like. That said, all system service providers to the greater CMS need to constantly assess their vulnerability – not only in a test environment, but also via regular data security penetration tests with their casino operator partners.
In closing, one must always be cognisant of the fact though that CMS service providers are ultimately an extension of any casino’s technical and operations teams and as such a commitment to delivering the best possible customer (and player) experience is paramount.
AUGUST 2024 37
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