Casino Enterprise Management

Did Santa leave a new Callaway driver or an iPod touch in your stocking last holiday season? Was a BI backup for your slot floor or an automatic rating system for your tables really at the top of your wish list? Well, you can’t blame the jolly ol’ man for not bringing what doesn’t exist … yet.

At one point or another, we’ve all wished for that great product, that special little something that would increase our win-per-unit, double our annual sales, fill out those pesky audit reports, or maybe even get us that perfect cup of coffee … if only it existed. When you imagine that one miracle innovation that would make your job easier and more efficient, and solve all your problems, too, what would that product be?

Casino Enterprise Management wanted to know what kinds of products or services operators really covet for their properties, so we enlisted a slot director, two table games managers, a security and surveillance director, a corporate marketing director, and a high-powered CIO to dream up the products they’d love to see on the market and in their casinos in the coming years. Read on manufacturers — this is what operators really want.

The IT Department
Marshall Andrew, vice president and CIO of Station Casinos, has his priorities straight when it comes to innovating and integrating new technology for the gaming industry: “My number one priority would be technology and associated systems that are reliable and scalable, and that perform to expectations. In our challenging casino/hotel environment, where we run 24/7/365, there is little room for error. Reliability and associated redundancy are expected by the guest and by senior management. We just cannot have a system go down. Too many vendors neither understand this nor provide products and services that address this critical requirement.

“My number two priority would have to be security. Having access to sensitive guest information like addresses, phone numbers, Social Security Numbers, credit cards, etc., puts our operation in a position to ensure this information is properly protected and secure. Having to meet the stringent policies of the Gaming Control Board, the SEC, the Treasury Department (Title 31 compliance), and credit-card companies adds additional levels of encryption, system access and internal polices of operation. The threat of identity theft is a challenge we face on a daily basis.

“My number three priority is to have our vendors and system providers of hardware, software and everything in between perform as advertised. Too many times we buy products and services that do not do what we were told during the sales cycle. Doing ‘Proof of Concept’ projects at the vendor’s expense has become the standard now for all product purchases. In addition, contracts and service-level agreements (SLAs) are being developed to ensure support after the sale.”

While Andrew believes these are the basic essentials for success when introducing and supporting technology for the gaming industry, he has another request: “Nothing fancy-schmancy — just make sure it all works.”

After that, he says looking into the future for the next big technology that will have a positive impact on the business is where the real fun begins … keeping in mind, of course, that the whole point is to utilize technology to drive business value.

1. eWallet
This would be the ability to conduct financial transactions without having to physically handle money or credit cards. It would allow you to pay electronically utilizing your cell phone, PDA, etc. Initial application could be in retail shops and restaurants.

2. Wireless Communications/Distributed Antenna System (DAS)
This allows us to integrate cell phones, 900 MHz radios and other frequency communication devices over the same network. This will improve internal communications (security, EMC) as well as provide better cell phone coverage for our guests no matter where they are — in-room, the casino, the hotel lobby, the convention area. This is also wireless service at a more reasonable cost and in an easier-to-maintain, consolidated environment.

3. Server-Based Gaming
All the slot manufacturers have been talking about this for several years. When available, it will provide the ability to download content and games to basic dumb terminals on the casinos floor. The other real benefit is to provide bonusing at the slot machine while improving marketing and communications to the player. In turn, enhanced guest loyalty and convenience will provide a sustainable competitive advantage.

4. Customer Relationship Management
This would track guest spending across the entire enterprise. Who are our guests, what are their preferences, and how can we best market to them? This would provide incentives and entitlements for player retention and rewards targeted toward each guest’s interests. The challenge is interoperability between several systems that reside on different platforms — and delivering it at a reasonable cost.

The Slot Department
As the VP of slot operations for Pechanga Resort & Casino in Temecula, Calif., Buddy Frank deals with a variety of slot-related problems every day. His biggest concern involves the systems that keeps the floor up and running smoothly. “While everyone agrees the slot system that generates the most criticism is the one you own, the truth is, few of us fully utilize the available features,” Frank says. “And if we do, we don’t necessarily use them to our best advantage.” Frank’s clever remedy to this problem, along with his other creative product ideas, would make life as a slot operator a little less stressful and … well, a lot less stressful.

1. Slot System Geek Squad
While one might think Aristocrat, Bally, IGT, Konami and all the other system suppliers would be the obvious candidates to fix such shortcomings, it just doesn’t work that way. They may know their systems, but operations are not always their strong suit. And besides, unlike operators, they’re not in the business of trying to beat the pants off the guy down the street who may also be using the same system. This service would come to a slot director’s rescue when his system fails to meet the desired results. The ideal “Slot System Geek Squad” would be a team made up of good promotional consultants (like the guys at CDC or Raving), combined with some veteran slot directors and some seasoned IT casino types thrown in, too. They’d have to work directly for the GM/CEO to avoid inside turf battles, but I’m betting the results would be spectacular — and a lot cheaper than a new system.

2. New Game “CliffsNotes”
There are reams of shiny flyers at every G2E that tout the features of new games, but none of them are really aimed at the operators.   By operators, I mean the floor service team — not slot directors or purchasing agents. Operators need cheat sheets that show how the bonuses work, where to find “last game recall,” and all the other things that help answer questions about the machine. If suppliers want slot teams to sell their products on the floor, then show them how the games work! Finally, product materials like pocket guides, DVDs, brochures and the like need to be available before the games hit the floor, not six weeks later.

3. Downloadable Machine Set-Ups with BI Backup
Set-up errors in machines are becoming more and more common, but it’s not because the techs are less sophisticated or any less caring. It’s because the set-ups have become unbelievably complicated — a single machine is now capable of displaying hundreds of games in multiple denominations, progressive setups, PARs and bonus configurations. There are literally dozens of ways to screw up a game and get yourself fired. This feature shouldn’t have to wait for the promised land of server-based systems. I’d settle for memory sticks or EPROMs with setups that were programmed in advance on a “base station.” And this base programming system would feature some automated business intelligence (BI) that would alert you with prompts like “Are you sure you want to set this 20-line, 20-coin game to the $100 denom?” or “Do you realize that under this configuration, this 5-cent game now has a top award potential of $375,000?”

The Table Games Department
“Being a director of a large employee, high-revenue department is continuously challenging at all levels,” says Gilmore David, director of table games at the Sycuan Casino in El Cajon, Calif. And Michael Patterson, director of table games at Barona Valley Ranch Resort & Casino in Lakeside, Calif., would agree. These Southern California table games directors do an exemplary job of managing two of the largest table game pits in the San Diego area. And although they may be phenomenal at what they do, both believe there are products and services that have yet to be developed that would make their operations even more seamless.

1. Touchless Player Recognition
To describe today’s player recognition, two words come to mind: cumbersome and inefficient. First of all, players have to be motivated to sign up for a club, stand in line, and then provide information to player’s club personnel so that they can create an account. Then they have to use the card when they play and remember to be rated or carded at each machine or table they travel to. Wouldn’t it be nice if we had recognition software that could individually identify each of our patrons as they enter the property and recognize their play to initiate host or player’s club contact at the guest’s location automatically? In addition, with predictive analysis we could react immediately with offers and comps based on a limited sample of their initial trial of our property. All of this would be effortless from the guest perspective. The guest would not have to react; instead, the property would.  – Michael Patterson

2. Progressive Player Tracking Systems
I would like to see progress in the ability to predict and deliver what customers want before they even ask for it. We are working with various committees and departments internally to continuously modify and integrate our current systems to help us get there. Ideally, we’d like to establish a Player Tracking System that can be easily installed, is user-friendly and that requires only minimal training, maintenance and upgrades as data is installed. This system would have the capability to determine hands per hour, average bet and the skill level of play. In addition, this progressive system would create and add data to our customers’ Club Sycuan files, ensuring that the marketing department has the proper information to establish promotions and rewards specifically for each individual member.  – Gilmore David

3. Plug-and-Play Technology
One of the most frustrating items a property deals with today is the inability of current technologies to interact well together. When you think of the great advancements technology has made in our industry, you realize that there are limitations in our abilities to use them because they are too difficult to integrate into our current systems. Simply think of a Casino Management System (CMS) that has to talk to a Point-of-Sale System (POS) and you’ll begin to understand what I mean. Generally, a special interface has to be developed so that they can work together. To do that, you need both companies (CMS and POS) and your IT department to cooperate. This can be difficult and time-consuming, and is not always mutually beneficial. Also, this negatively impacts the sale of the best product for a specific category, such as bonusing, because you generally have to consider only those products that can integrate. In the computer software industry, you have operating systems that facilitate and manage the use of “add-on items” or packages. I believe this is the direction the Gaming Standards Association is attempting to take, but I have yet to see the significant development of protocols to allow this. Just think how nice it would be if, no matter which CMS you use, you could go out and purchase a player-interface system, bonusing system and analysis system to download and have them all operate seamlessly. – Michael Patterson

4. Cashless Transactions
Today’s economy is run electronically. My local grocery store has a club card connected to my bank account that allows me to purchase groceries using my club card. Costco does this and also has rewards and cash back based on usage. Although this functionality is used on a limited basis in the casino industry, it seems that it should be adapted and used to develop “smart” club cards on a broader scope. Loading your card with credits for play and utilizing paperless transactions for markers are just some of the endless possibilities and efficiencies that could be gained.  – Michael Patterson

5. Intelligent Tables
It would be ideal if a system could automate the rating process for a player completely. While there are systems that do part of this process today, they are not seamlessly integrated and are only standalone components by themselves that require human input, and thus human error.  – Michael Patterson

The Security & Surveillance Department
At Borgata in Atlantic City, security and surveillance is more than just an essential part of operations. With a multitude of high-stakes Poker tournaments, savvy card counters and high-limit table games all across its 161,000-square-foot Las Vegas-style gaming floor, the need for an impeccable security and surveillance department is crucial to the property’s bottom line — and its reputation. As the director of surveillance for the entire property, Greg Schaaf is the gatekeeper of defense against cheats, scams and illegal activity. As a surveillance expert, here are his thoughts on systems and innovations that would make his job easier.

1. National & Worldwide Surveillance Communication Network
This would provide information on regional news, cheats, scams and activities. Imagine a system that has the ability to track the whereabouts of cheats and complete analyses, sending out warnings to other operators around the world. It would be a secured and controlled website with the ability to: type in a player’s name and get analyses on the individual; type in a scam or vulnerability and see if other operators have or are currently experiencing the same scam or vulnerability and what the end results were; document manufacturer issues and recalls; display regional trends; track cheats’ whereabouts and send alerts when they may be hitting your region; provide updates on new scams, criminal activity and technology; provide threat levels, hot topics and areas of concern; and provide documents and information on training, seminars and organizations. Many regions have done a great job with communication, but one central hub would be the most efficient and effective.

2. Advanced Biometrics and Government-Grade Video Enhancements
We need a biometric system for the casino environment, complete with system notifications and compatible with the new digital analytic systems available. The enhancements would allow operators to link cameras at each entrance and throughout the casino to a central system that would use biometrics to instantly identify subjects from a database. Upon identification, the system would send a detailed report on the subject to security and surveillance personnel, including all relevant information and play history. The database would be populated electronically through a program that pulls documented incidents from a digital system (such as evictions, arrests, prostitution, etc.), including updates from law enforcement BOLOs (“be-on-the-lookout” bulletins), exclusion updates and other casino industry notifications. With these and other government-level video enhancements, the industry could remove “inconclusive” from the surveillance vocabulary, as well as produce a greater level of asset protection by having the information necessary to resolve civil litigations, risk management, employee theft, criminal activity, and regulatory compliance issues, and to maintain the operation’s integrity. Through developed analytics, time and motion studies can be created more efficiently and electronically schedule reports on each area of concern can be produced.

The Marketing Department
As the VP of Nevada Operations for Station Casinos, Staci Columbo is a maestro in the fine art of attracting and retaining players. “As a local gaming operator, my most valuable tool is relationships,” she explains. “In order to have a relationship with someone, you need to know meaningful things about them. Having a ‘relationship’ with hundreds of thousands of guests makes that expectation more difficult.” That’s why she’d be the first to admit that the gaming industry still has a long way to go when it comes to making sure each and every guest walks in the door with a smile and back out with an even bigger one.

1. On-the-Floor Player Tracking
Operators currently rely on technology that can import preferences and habits into the system based on guest’s decisions at the resort. The information is exported back out to the team so that the data can be applied to guest contact, but the system isn’t perfect. Many times, our guests walk into the resort with money to spend, and unlike retail malls or even restaurants, they may walk out of the resort a few hours later without the money in their pockets and without any shopping bags or doggie bags to show for it. Ensuring that guests feel like they had a good time — and feel good about the discretionary dollars they spent — is very important. If they came in with $100 and it’s gone in half an hour, and if in that half-hour, they didn’t even get a drink or talk to an employee, there isn’t any satisfaction. We need to find a better way to ensure those guests get more personal service so they don’t slip through the cracks.

2. Multi-Channel Marketing
Our world moves so fast, so multi-channel marketing is necessary for people to retain messages. People expect you to recognize them and make their time with you worthwhile NOW. It is necessary for technology to continue to advance to provide advertising communication in real time.