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G2E Panel Recap: Using Technology to Extend the Casino Floor and Increase Revenue

A recent highlight of INTELITY’s attendance at the 2019 Global Gaming Expo was the panel discussion on “Using Technology to Extend the Casino Floor and Increase Revenue,” moderated by INTELITY SVP of Sales Benjamin Keller. Richard Rader, CTO of Seven Feathers Casino Resort, and Jeff Wheatley, Assistant General Manager of Angel of the Winds Casino Resort spoke with Keller about how they have successfully implemented technology throughout their properties.

Using In-Room Guest Marketing to Increase Revenue

A primary topic covered in the hour-long session was regarding guest marketing and how technology enables casino properties to better target guests while on property. Both panelists discussed the success they’ve seen in implementing in-room technology to drive guests to revenue-generating activities like the casino floor and dining through timely, personalized promotions.

Wheatley noted that “in-room tablets are huge for us because they allow us to advertise to a captive audience,” while Rader added that “selling guest-facing ads helps us subsidize our WiFi and infrastructure costs.” Not only do in-room tablets provide direct revenue and cost-saving opportunities for casino hotels, but they also enhance the overall guest experience. “We get a lot of positive guest feedback [regarding our in-room tablets] even when we don’t solicit it,” said Wheatley.

Enhancing the Guest Experience with Mobile Technology

Another technology investment that both panelists discussed extensively was guest-facing mobile apps. Rader pointed out that the decision to invest in a mobile app should be made only after understanding your existing guest behavior and use cases. Given that his property’s guest population has a relatively high average age, his investment in mobile technology is evaluated around how guests respond to the tech: “We look at our business and use cases and build our technology around that… well implemented technology doesn’t need hundreds of pages of documentation. It needs to be intuitive.”

Both panelists noted the clear return on investment with their mobile check-in and mobile key solutions. Regarding mobile check-in, Wheatley said “[our guests] have become accustomed to ‘we want it and we want it now.’ Once we’ve set that guest expectation, we have to fulfill it.” Today’s guests increasingly rely on mobile technology and expect immediate access while traveling, and checking into their hotel room is no exception. Integrating mobile check-in into a casino hotel’s guest flow means guests can spend less time in line and more time on the casino floor.

Successful Tech Implementation Requires Staff Training

To wrap the session, the panelists talked about the challenges of training staff members on how to successfully use technology. Wheatley touched on the importance of making sure that his staff members know how to use and manage any new technology investment, and how that is a critical component for a successful implementation. By focusing on staff training, he mentioned that he is able to effectively control costs across his organization: “Our biggest expense by far is labor costs; we’re always looking at how to become more efficient.” Mobile technology that is implemented well also creates a more efficient workflow for staff. By automating manual processes and simple tasks, casino hotels can improve their staff efficiency without sacrificing the guest experience.

Overall, the engaging panel discussion provided clear opportunities for casino hotels to successfully implement technology solutions throughout their properties. To learn more about how INTELITY drives revenue and reduces costs for casino hotels around the world, contact the INTELITY team to request a demo today.

Extending the Reach of Your Casino Floor to Your Guest Rooms

How to Use In-Room Tablets to Engage Guests in Their Rooms

In-room tablets can be game-changers, so to speak, for casino resorts. In addition to guests being able to use in-room tablets for all the more familiar uses—such as requesting services, making reservations, and communicating directly with staff, as they would at any hotel—casino hotels have the added advantage of a fresh, new way to promote gaming, and special events directly to guests while they are most captive.

Operators can easily use in-room tablets to send special offers, targeted promotions, and casino floor updates in real-time when their guests are most engaged. Depending on where the property is located, some guests can even use in-room technology to gamble right from their room as some casino hotels now offer sports and other types of betting through in-room tablets or a mobile app.

One way they do this is by adding popular gaming apps to the in-room tablets and information and tips on how to play some of the more popular casino floor games. At some casino hotels, guests can also use tablets to get real-time keno and bingo results in their room, as well as to see who won daily drawings and receive real-time jackpot notifications. Using in-room technology in this manner means guests don’t have to worry about missing out on the excitement of the casino floor while in their rooms.

extending the reach of your casino floor with in-room tablets

Today’s core casino customers are generally between 55 and 75 years old and increasingly comfortable using digital devices, including in-room tablets and mobile apps, which makes adding gaming to digital devices a logical, and smart, next step. Also, once they arrive in their room and find the mobile app and in-room tablet integrated with the property’s loyalty program, they are apt to take advantage of customized and targeted promotions and other offers that encourage them to visit the casino floor.

Ultimately, casino guests are eager to spend their time gaming — not standing in lines — so a streamlined mobile check-in process means more time they can spend on the casino floor, or using the custom-branded in-room tablet for gaming while they are in their room.

INTELITY® is the provider of the most robust guest engagement and staff management platform in hospitality. The platform features multiple customizable solutions designed to help operations optimize staff efficiencies, increase revenue opportunities, and further delight their guests.

A variety of casino properties, from the Cosmopolitan in Las Vegas to smaller tribal casino properties, like Angel of the Winds and Black Oak Casino, now use the INTELITY platform, and 7 Cedars also plans to implement the INTELITY platform at its new hotel scheduled to open in the summer of 2020. To learn more about how you can extend the reach of your casino floor with hospitality technology, schedule a demo with INTELITY today.

INTELITY will be attending WIGA in June, email demos@intelity.com to schedule a time to experience the INTELITY platform first hand.