Industry leaders discussed the importance of gathering, processing, and utilizing data to maximize profits from within the resort on a G2E Asia panel.
Despite being a growing trend as technology advances, the use of data to drive business growth has accelerated rapidly as integrated resorts adapt to workforce shortages caused by the pandemic.
According to Yuen Lee, EVP of Worldwide Sales at Augmentum, “all guest parameters have changed since Covid-19.” The profile of guests has changed, as has their behavior, and so has technology.
“Whether it’s a property management system or a casino management system, they’re traditionally based on standard operating procedures and a full labor force in the hospitality industry.” This was before Covid. There is currently a severe labor shortage. Singapore is particularly hard hit.
“The parameters must change in order to move forward.” There are now positions such as Chief Digital Officer and Chief Innovation Officer. These are some of the modifications required to make it work post-Covid.”
Although data is required to maintain a healthy casino floor and other amenities at an integrated resort, according to IRTS Group’s ASEAN Head of Sales Rohan Vartak, correctly implementing it is just as important as adopting it.
“To move forward, the parameters must change. There are now positions such as Chief Digital Officer and Chief Innovation Officer. These are some of the modifications required to make it work post-Covid.” Yuen Lee, EVP of Worldwide Sales at Augmentum
“When looking at an integrated resort, you need to look at the types of data available,” he said. You’d need infrastructure data, business data, and transactional or payment data to break down the data.
“The challenge is to streamline the data, which is generated by multiple devices.” Devices use various hardware and software. It is critical to use an analytics tool to normalize data, as well as to understand and store data gathered from various sources.
“It is critical not to collect data too frequently, as this may overburden your hardware and computing systems.”
According to Murphy Mathew, IDeaS Revenue Solution’s Senior Regional Solutions Engineer APAC, the most critical stage of data use is correctly exposing and interpreting it.
“You want to understand the right mix of business into the resort that will give the type of consumer behavior for maximum profitability,” he said. You need someone who can analyze data so that you can maximize your resort’s profit.”
It appears that the future of casinos is very much in the data.
Click here for more information from G2E Asia on using data to improve the player experience in Asian markets.