“ 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 .”
— Earle G . Hall , CEO , AXES . ai
from all makes and models of gaming machines . “ Our IoT expertise has created a data capture system that collects multi-game and multi-denominational data ,” he says . “ We also collect all player behavior information . This foundation ensures that we can get a 360-degree holistic view of the machine , the player and evolution of the gaming experience .”
Hall says data solutions are central to his company . They form the core of what it can deliver to clients . “ Real-time data fuels everything we do , as a data solution is the core business of all companies today that consider themselves systems ,” says Hall . “ Without real-time , fine granular data , products are being fueled too late to be of any use in the now . The cashless , loyalty , promotion , reports and everything we do is fueled by KYC , multigame , multi-denomination real-time data . This is why we are a true data solutions company .”
AXES has developed the first and only IoT-based real-time information platform where all functionality , apps and products use the same fine granular data set , Hall asserts . This means that compliance , accounting , operations , surveillance and marketing all have access to the same data , in real time .
AXES is cloud-driven , which means speed , scalability and security , he says . Gaming operations can manage all of their functions in real time anywhere in the world and take proactive , revenue-driving decisions in real time .
“ AXES is present in more than 40 countries ,” he says . “ We have become the gold standard in the route and street market as we provide all the advanced functionality required by a complex casino chain in a simple solution that has no local server footprint . Therefore , cost is not an issue and scalability is infinite . AXES is currently targeting the Nevada market so the large casino chains can harmonize their data in real time to increase their speed of reactivity and learn to enhance customer satisfaction proactively .”
AXES is the leader in the casino and route operations system space for several reasons , according to Hall . They include speed of integration , adaptability and customization , as well as its open platform that automatically synchronizes with data warehouses to make information come to life inside and outside the casino environment .
“ In the near future , you can look forward to AXES educating , mentoring and coaching the gaming industry to go cloud , to prepare for the reason why we started this adventure : artificial intelligence ,” Hall maintains . “ Our end goal at AXES with our cashless , engagement , business intelligence and other solutions is to prepare for AI to lead our clients to a new world in profitability and performance .”
Numbers Drive the Dream
The data solutions services offered by Irvine , California-based Imagine This take the company from a generic “ product provider ” to a partnercentric “ program provider ,” according to Craig Perkins , the senior vice president of data for the company .
The complementary tools are value-added services designed to “ complement ” the overall program , ROI and experience for the client . And although Perkins says the data solutions category is wide open for interpretation , it pertains to a specific solution area for his company .
“ The term is rather broad , as it can mean many things to many people ,” he indicates . “ When it comes to Imagine This , ‘ data solutions ’ is specific to our signature Casino Continuity Program , which is designed to both predict the potential impact and analyze the actual results of the promotions we run for our clients . We also aggregate our data to provide added insight about national trends .”
Imagine This has developed a number of proprietary analytical tools that are specific to its Casino Continuity Program . Each tool serves a unique purpose , from predicting the quantity of products needed to support the program to analyzing the results of each promotion .
The main purpose of the tools is to take the guesswork out of the program , thereby minimizing the risk and maximizing clients ’ ROI .
“ In addition to the proprietary analytical tools such as Pro and Post Forma Analysis , Attrition Studies , Promo Comparisons and Reacquisition Evaluations , the data team builds a whole host of custom tools for each department within the company to both streamline and help execute the details required to manage the overall logistics of each promotion ,” Perkins says .
“ From Inventory Availability and Delivery Schedules to Accounting Reconciliation and CRM tools , all play a crucial role in the successful implementation of each promotion .”
MAY 2023 www . ggbmagazine . com 41