Here is my third entry.
Name of the author: Jon Inge
Title of the article: “Feeling Lucky?”
Magazine name: Hospitality Upgrade
Issue: 13/3/2007
URL of the article: http://www.hospitalityupgrade.com/_magazine/magazine_Detail.asp?ID=78
Summary:
This article focuses on the gaming technology in casino hotels. It takes a look at two main aspects. First introduces the gaming systems in use at many casinos today. Then it further explains the extra demands typical hotel systems must satisfy when installed in a casino hotel. In the gaming technology, they use the slot management interconnecting and electronically monitoring the individual slot or video console play. The network of machines not only allow management to collect player and machine statistics, but also letting guests to customize the default games displayed on the machines. For the group-play table games, they offer RFID chips and coded cards. Through instantly scanning and recording against the player ID card and optical tracking the invisible bar code stripes on the edge of the chips, they can prevent the use of counterfeit tokens and enhance the CRM and security value of all the data recorded. In the aspect of hotel systems, three significant factors are specific gaming related functionality like handling complimentary accounting, a much higher degree of integration between different systems such as linking the player’s standing with CRM and PMS, and the sheer scale of the operation, which means the capability of handling massive traffic volumes with quick response times.
My Reflection:
After reading this article, I truly believe that casino operators put a lot of effort to make the customers feeling lucky. The casino offers the customers with wide-screen displays, touch screens function, customize displayed, comfortable booth-style seating, easily accessing a wide range of information in the machine and so on. The only purpose of all of these features is keeping the player involved for as long as possible. However, the gaming operators are never satisfied. They think that the casino itself is not enough. Nowadays, casinos even rent or lease different kinds of remotely hosted games from vendors on a software-as-a service basis, downloaded to networked generic consoles. Obviously, this flexibility is definitely attracting the customers. Another important element which makes me impressive is sophisticated customer relationship management (CRM) tool. I totally agree that this is a key to modern casino profitability. Through detailed data collection of individual player statistics, the gaming operators know their valuable client’s playing habits and preferences very well. With the data analysis, casinos can even arrange the machines and games that were most popular with each type of player. In my opinion, although there is a lot of advanced technology applying to the casino, we cannot blindly rely on technology without thinking. Remain observation of the human behavior is necessary indeed.
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1 comment:
Interesting article...It is really exciting to see how hospitality technology is evolving and becoming prevalent all over the industry's segments. The fact that casinos in order to strengthen bonds with customers require to do through assessment to determine their guest true value is evident. According to an article just read lately this evaluation has become a challenging problem as the guest spend at casino is not limited to gaming activities any longer. A guest may be possibly involved in other kind of activities rather than just gaming such as dining in restaurant, shopping mall and etc. Acquiring information about guest non-gaming behavior is not as easy as collecting gaming information and it requires specific approaches, be technical such as use of RFID or some thing else, to be accomplished perfectly.
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