“ You can deliver a tremendous experience to create that stickiness and loyalty that every operator wants .”
“ Limited access to the data is important because it maintains patron trust .”
“ You can deliver a tremendous experience to create that stickiness and loyalty that every operator wants .”
— Earle G . Hall , CEO , AXES . ai
Those experiences aren ’ t possible today with legacy CMS providers . But AI , when leveraged with cloud-based , real-time data , can provide those to your customers .”
Same thing with new customers , he adds . “ They want to feel special . They want to be rewarded . AI can help you do that while they ’ re on-site . Then you can deliver a tremendous experience that helps create that stickiness and loyalty that every operator wants .”
AI in the casino space “ is very much in its infancy ,” but the demand is growing , he says . “ The next few years within this industry are going to be incredibly exciting as some of these tools come to market and revolutionize the guest experience .” without leaving the restaurant , the concert , the retail outlet or the slot machine . “ It ’ s a win for everyone — the patron can keep doing what they ’ re doing , respond to a notification of the win , and keep enjoying the experience they ’ re having .”
Of course , the process must be easy and intuitive , McManus adds . “ The banking industry went through this years ago . When they first launched consumer apps , it was almost impossible to log in because there were so many hoops to jump through , and consumer adoption was low . Today , they ’ ve adopted modern technologies to streamline the log-in process , all while maintaining the critical dual functions of privacy protection and delivering the service you want to provide .”
The end result is “ a smoother patron experience as patrons use an app and / or fund their play . What ’ s really exciting about apps is they can be used throughout the entire modern resort . They arrive at the property , open the app , ID themselves and receive a digital key almost instantly — bypassing the check-in line and getting on to the fun they came to have . Another example is a patron could use the technology instead of a ticket for admission to a concert or other theatrical performance .”
Face to Face
Facial recognition is an intriguing piece of the AI puzzle . A 2022 Forbes article said the technology could “ do away with ” many loyalty program costs “ in one fell swoop ,” by automatically validating identity .
By reading player expressions , it can also detect their moods and thereby predict their responses . Are they having fun ? Are they losing big-time at the slots or tables ? Are they ready to walk ? Depending on the answer , casinos can respond with targeted offers or promotions .
In the digital era , when the world ’ s biggest casino operators are subject to cyberattack , security is “ more imperative than ever ,” says Mike McManus , Sightline ’ s president of customer innovation . “ With patrons demanding to know their data is secure , operators are ever more security-conscious . They ’ re turning to facial recognition technologies in their apps as a way to meet that consumer demand of security and convenience .”
Sightline is the first provider of app-based facial recognition and biometrics for the industry , using iOS and Android biometric functionality that keeps consumers in the driver ’ s seat .
“ The agreement between the phone user and their provider is maintained — that ’ s important because it keeps the information held by the user on their phone , so no one has their biometric information . In other words , limited access to the data is important because it maintains patron trust ,” says McManus .
Facial recognition technology can be used “ in a number of ways , such as financial transactions , where the patron can verify their ID as they fund their gaming experience . It can also be used to meet regulatory requirements , for example , if a jurisdiction requires patron ID and geolocation services to ensure patrons are physically present on property using their mobile device for gaming . Facial recognition on the patron ’ s phone can be useful as an added layer of protection .
“ Another example is when casinos conduct live drawings ,” McManus says . “ Using the app , a patron can receive a notification that they have won a drawing where they must be present to win . The patron can open the app , use facial recognition to verify they are who they say they are and that they ’ re on property , and the reward is instantly redeemed into their account , all
“ Limited access to the data is important because it maintains patron trust .”
Mike McManus , President of Customer Innovation , Sightline
The Human Touch
As for concerns that robots will take over humanity , like HAL 9000 in 2001 : A Space Odyssey , well , only people can decide .
In a 2020 interview with the Nevada Independent , Anthony Cabot of the University of Nevada , Las Vegas Boyd School of Law said facial recognition technology , in particular , is “ starting to raise issues — or questions — as to how this works and what the ramifications could be for things like patron privacy , anonymity and data protection .
“ We ’ re right at the cusp of a new era ,” he said , “ and it gives us that unique opportunity to do it right from the beginning .”
According to Acres , AI doesn ’ t mean human action or interaction is irrelevant in the casino resort . Far from it .
In one test program , employees on a slot floor were dispatched to “ simply to say hello to a player , talk about their favorite football team , ask about their wife or have a personal conversation .” The experiment showed that players who were personally greeted two or more times a month tended to be more loyal , and were less inclined to simply shop for bonuses or freebies at competing casinos .
“ The deciding factor was , ‘ Where do my friends work ?’” says Acres . “ We can ’ t make everyone a winner , but we can deliver little wins and some entertaining moments , where we can put some points on a scoreboard . And we can always fulfill the need for personal recognition .”
20 Global Gaming Business NOVEMBER 2023