Technology and Casino Gaming

As technologies evolve in our everyday life and the business world, casino hotels are right there, integrating new systems at their properties. I recently attended a gaming protection conference in Las Vegas and one workshop that stood out to me was the increase in data collection using new technologies like Facial Recognition. Companies can use data collected to decide how to market their property to any customer in the most efficient, cost-effective way.

Everything from multi-level Players Club cards to credit cards generates data about a customer’s habits and how/where they spend their money. Player’s cards inserted at slot and video gaming machines track how long they play, which machines are popular, where they are located on the casino floor and every penny they bet. Computer table touch systems at every live table game receive input from employees about a players betting statistics including how much they buy chips for, how long they play, how much is wagered and the overall win/loss. This technology also reduces payroll, with less employees needed to enter input at every game and manage any type of gaming area.

Now comes the latest technologies.

Facial recognition - recognizing or identifying an individual who enters a property has many benefits. From security issues to customer potential, tracking their every move provides valuable information (data) to a hotel/gaming property. Newer properties already have high tech surveillance infrastructures in place, and this makes it an easier integration. Trying to use this technology on table games still has its challenges in recognizing the accuracy and amounts of bets and chip transactions. With so many side bets now offered on a variety of table games, figuring out how to efficiently monitor each transaction is not yet there.

RFID casino chips - ensure that chip transactions at live table games are correct and eliminate dealer error. The cost of this technology is still high, and the benefits may not out way that cost at this time. Unfortunately, it faces the same challenges as facial recognition. Multiple betting options must be recognized by the system. If the dealer must make all that additional input, management has to worry about the accuracy of the input and it will also slow down the game resulting in a loss of “hands per hour”, something all casino managers monitor and worry about. I believe if a gaming operation wants to use this type of technology, they should start with the basics. TITO systems (ticket in ticket out) changed the way slot machines and video game machines are managed. Add a TITO system to a live gaming table, combined with the RFID and it will have the same benefits. Accuracy when a player cashes out or buys in using TITO technology virtually eliminates mathematical errors from happening. Labor costs and management of the chip rack improves including the decrease in chips having to be transferred to and from the tables. The question is do you want your player leaving a Blackjack table with a ticket or chips?

My favorite is the electronic Baccarat dealing shoe. Several years ago, this technology came out and it has made the game accessible to even the weakest employee. Newer types read every card that is pulled out from the shoe, know the rules of drawing cards for the game and makes it impossible to error. With the game of Baccarat booming in many jurisdictions across the country, this type of shoe can reduce the time it takes to learn the game down to a few days for experienced dealers. I even trained future employees with no gaming experience how to deal the game in a couple of weeks

Combining many of these technologies brings hotel gaming properties to the forefront in the leisure world and vacation industry. The answers to all those questions about how technology can improve a gaming experience for the guest and give management the additional tools it needs to increase business and profits are being answered daily.