users to create their account . “ VIP Preferred also enables all Global Payments ’ other solutions . VIP Mobility , the industry ’ s first mobile solution enabling true cashless gaming , utilizes the VIP Preferred e-check network to provide quick and easy payments . VIP Preferred also powers Global Payments ’ comprehensive self-service solution , VIP Financial Center , which allows patrons to access the services they need without waiting in line at the cage .”
Global Payments also uses digitally nurturing programs like the Partner Assist Program and the Member Rewards Center to encourage current users to continue using VIP Preferred .
As his company integrates with a changing marketplace , Justice believes the sports-betting realm will remain robust .
“ While the American economy is slowing down , the growth of iGaming and online sports betting shows no signs of stopping ,” he asserts . “ Both online and in-person gaming institutions will likely invest heavily in sports betting and in technology to improve sports betting .
“ The payments industry more broadly will also evolve over the coming year . Retailers of all stripes are implementing cashless payment systems , be they online or contactless payments . However , while restaurants and grocery stores have integrated these solutions rather successfully , the question remains how gaming institutions will use them .”
Upgrading to Top Product
Craig Libson , CEO of Flexia Payments LLC , promotes his company ’ s innovation connected with its Flexia Cashless solution .
The product already eliminates many of the current pain points of cashless while maximizing its flexibility and efficiency across the casino resort — from enrollment , compliance , and onboarding across multiple systems to funding , loyalty , data , and marketing . Now it takes another step up . “ We launched our new InstaPlay module first and foremost to empower seamless , real-time customer onboarding to the Flexia Cashless solution and the casino management and loyalty systems ,” he says . “ A scan of a program-specific QR Code initiates a simple registration process , complete with KYC / fraud checks , enabling instant enrollment and the issuance of the multi-account Flexia Card , which can be either a physical plastic card issued at the casino or digital only appearing in the player ’ s app .”
Libson considers the magic of InstaPlay its ability to facilitate the variety of customer relationship scenarios — from existing loyalty members with personal data on file to brand new customers , with no previous information on file — and Flexia ’ s ability to tailor the InstaPlay process to leverage existing data or customer touchpoints the casino may already have to further streamline the process .
“ It ’ s no secret that some prior cashless solutions which were rushed to market have soured the taste of the gaming community to cashless due to the inefficiencies and awkwardness of the onboarding processes ,” he indicates . “ When casino operators experience the speed and fluidity of our InstaPlay , there ’ s almost a sense of amazement in how easily and intuitively we can onboard customers .”
Regarding the art of incentivizing or retaining customers , Libson says the company ’ s approach to cashless has been its technical and strategic integration with casino loyalty programs and the solution ’ s powerful marketing tools and data sharing .
“ We ’ ve developed new ways for the operator to drive additional customer engagement , from casino-branded card graphics and linking the Mastercard account spend for players to earn casino loyalty points , to providing flexible tools for targeted in-app promotional messages and sharing the data about where their customers are spending money outside of the casino with the operator ,” he says .
The FUZION Infusion
JCM Global continues to thrive with its patented FUZION system . The company considers it a breakthrough gateway for developers of all types to integrate their digital wallet technologies onto gaming floors , giving casino players additional transaction options .
FUZION is built with an encrypted data superhighway so slot machines equipped with it can securely accept digital wallet payments . Plus , it is a highly advanced and flexible technology that makes the path to cashless easier , regardless of the casino management system . Additionally , it enables both NFC and Bluetooth transactions at the EGM .
JCM ’ s Mobile I / O technology offers operators two options to enable cashless transactions at the EGM : BLE Mobile I / O , an internal module that plugs into the USB port of JCM ’ s Peripheral Network Adapter ( PNA ) unit inside the EGM ; or NFC Mobile I / O , an external module that mounts to the EGM .
Once connected , mobile applications developed to interface with Mobile I / O allow players to use their mobile device to securely identify their EGM location , conduct transactions , receive and act on marketing and promotions , verify their wagering ID , and more .
“ This is an exciting time for payment options because operators and their players have more choices than ever ,” says Dave Kubajak , senior vice president of sales , marketing and operations for JCM .
“ JCM has been leading the way for cashless payments with our FUZION system . With it , suppliers can integrate mobile wallets , and operators can choose whether those connections happen using near-field communication ( NFC ) or Bluetooth .”
JCM introduced FUZION a few years ago , offering a wealth of capabilities that include cashless payments . One of FUZION ’ s benefits is that it is system-agnostic , Kubajak says .
“ Any casino with any system can use it , and no casino system upgrades are required ,” he indicates . “ Any supplier can integrate their mobile wallet technology through secure APIs , whether they use NFC or Bluetooth .
“ Of course , paying with cash or using paper tickets remain attractive options for operators and players . There have never been more ways for guests to play , and that makes us look forward to the future .”
The viewpoints of these companies , combined with their product rollout , indicate good news for consumers and operators . Patrons can be both enticed to gamble and given the mechanism to play responsibly .
44 Global Gaming Business DECEMBER 2022