KING DATA
Tools to collect and analyze data are crucial to success in today ’ s casino operations
It ’ s the short word with mammoth , industry-wide implications . It ’ s the catalyst linking every casino department , from accounting and marketing to compliance and surveillance . This continually evolving asset tracks player spending , game performance , customer preference and time on device . The short word is “ data ,” the priceless tool casinos covet . Gaming operatives consider it magic , because data performs like a coach . The information it delivers can either determine decisions or merely guide them . Human beings can look intelligent , for example , by relying upon it to generally establish player tier levels . They can also look smart in a contrarian sense by upgrading a patron to another level in hopes of coaxing additional play .
That might be a borderline call , combining data with a gut feeling . Data is flexible , transparent and a valued wild card in the hands of casino executives .
Companies which serve this sector know the value of this tool .
Defining the Mission
The first rule regarding what data solutions are is deciding what they are not . There is more to the term than meets the eye , according to Earle G . Hall , the CEO of AXES . ai .
“ The term data solutions is largely abused in the casino gaming indus- try ,” Hall asserts . “ First of all , for a data solution to be considered as such , it must provide highly available and integral data . Moreover , the data must be standardized and fine granular . Due to the lack of standardization of the SaaS protocol and the lack of implementation of the G2S protocol , the integrity of data solutions is hard to evaluate .”
Hall says companies claiming to provide business intelligence and data solutions rely on low-quality , unstandardized information sources from different machine types . Therefore , data solutions have a long way to go to claim quality and quantity found in parallel industries , he contends .
The second concept regarding this terminology is what it actually does provide .
“ A data solution must drive customer engagement , loyalty and revenue increase to be valuable ,” Hall says . “ The same data points can be used to track potential problem gamblers and money laundering , and repel the negative while fueling loyalty , promotion and engagement to enhance customer satisfaction and casino profit .
“ Knowing who the customers are , what they like , when they like it and why they like it is what a data solution must do . This all has to be fueled by real-time information so that the solution can capture the player satisfaction during the gaming session .”
With that as the backdrop , Hall says AXES is first and foremost a data solutions company . It is focused on capturing all available data in real time
40 Global Gaming Business MAY 2023