Current trends in AI automation are reshaping the landscape for businesses, particularly in the gaming and hospitality sectors, as operators strive to harness the power of data analytics to enhance player experiences and optimise their operations. Key insights from industry leaders Andrew Cardno, co-founder and chief technology officer of Quick Custom Intelligence (QCI), and Noah Acres, founder of Acres Manufacturing, highlight the ongoing evolution in the understanding and utilisation of casino data.
In a discussion on data activation, Cardno’s agricultural analogy illustrates how merely possessing data without effective utilisation renders it unproductive. “You have to activate your data if you want to reap its benefits,” Cardno stated, emphasising the necessity for modern casinos to go beyond traditional metrics to stay competitive. The landscape of casino operations has evolved significantly; they are no longer singular gambling establishments but integrated resorts offering a multitude of amenities, from hotels to restaurants and entertainment venues.
Historically, casinos relied on static metrics such as theoretical win calculations, which the industry experts now deem outdated. Acres articulated, “Theoretical win is a little bit erroneous and misleading,” suggesting that such metrics do not account for the varied spending behaviours of players. Instead, Acres Manufacturing has introduced the concept of “player budget,” which measures how much a player is willing to spend daily, providing marketers with more relevant data about their consumer base.
Real-time data analytics is becoming increasingly crucial as casinos aim to offer tailored experiences. This evolution brings into focus the importance of data activation tools that utilise AI to generate personalised game offers and enhance player engagement. As Cardno describes, individuals working within casino operations can access up-to-the-minute information on player behaviours, helping them tailor services to individual profiles.
The integration of technology into casino operations, particularly in the management of slot machines, is highlighted as a significant innovation. Acres noted that his company’s technology directly interfaces with slot data, generating immediate insights into player activity. This approach stands in stark contrast to legacy systems reliant on historical data points. “We can see how many games a player plays in a typical session, how much time they have to play, and how much money they have to spend,” Acres articulated. Such capabilities allow casinos to swiftly respond to player experiences by offering bonuses or personalised messages in real time.
While most discussions about data centre on enhancing player value, there are additional implications for operational security. Real-time monitoring can detect suspicious patterns, allowing casinos to proactively address potential issues before they escalate. Acres explained that this capability is critical, noting, “When you’re monitoring real-time data, you can see unusual patterns… and contain any breaches when we see those anomalies.”
As the gaming industry progresses, both Cardno and Acres recognise that the future of data integration is likely to be shaped by generative AI technologies. Cardno compared its potential impact to the revolutionary changes introduced by the advent of the internet, stating, “We’re in the middle of a seismic explosion in tech. Everything has changed.” He reiterated the commitment of QCI to incorporating AI solutions within their operations, signifying a notable shift in how data will be leveraged in the future.
Additionally, Acres is focusing on an upcoming innovation he refers to as a “personalized challenge,” which encourages players to engage actively by tying bonuses to specific player actions during gameplay. “The challenges are driven by an analysis of each player’s specific average bet size and types of games played,” Acres explained. This forward-thinking approach aims to reposition bonuses as incentives for personal investment, rather than a starting point for gaming experiences.
As technological advancements continue to surface, the gaming landscape appears set to embrace a future where real-time data analytics and personalised player interaction are cornerstones of business strategy. The combination of enhanced analytics and AI-driven solutions signals profound changes ahead, impacting not just how casinos operate but also how they engage with their patrons, ultimately leading to more dynamic and profitable business practices.
Source: Noah Wire Services