Staying in touch with your customer 24/7 is the latest industry trend
The industry knows it as the Global Gaming Expo, the crossroads of gaming commerce, innovation and networking.
The players know it as “The Show,” a bellwether event for varied exhibitors, operators and vendors. In many respects, it’s an assessment of what they’ve orchestrated in the past year.
If the rollouts impress this high-profile audience, optimism abounds.
Bring out the innovations; it’s time to dazzle.
Time to build bridges and present solutions, for G2E 2017 impacts revenue in 2018.
Big companies relish this summit of gaming power brokers, while small outfits try to make this the year they unveil a game-changer. From whatever perspective, everyone points to The Show.
One of their themes this year is communicating with the player.
Wielding A Powerful Lineup
P atrons and operators have long known International Game Technology’s footprint on the big picture.
This multinational gaming, lottery and interactive giant, headquartered in London with major offices in Rome, Providence, Rhode Island, and Las Vegas, is known for major innovations.
IGT has a well-established local presence and relationships with governments and regulators in more than 100 countries around the world.
It has also mastered the small details.
Just as a giant car manufacturer needs small parts, IGT showcases products that interact with the big machines.
Witness a set of “Great Communicators,” which expedite customer service and establish the means for operators to reward top players.
This lineup includes Cardless Connect, which busts the concept of long lines, enabling patrons to quickly begin playing via this phone app.
This product becomes a virtual card on the phone. Players tap the phone into the reader at a slot machine and load funds.
There is no cash or ticket to retrieve, or possibly lose, when moving between games. Cardless Connect also saves operators the expense needed to handle the cash.
bellwether event for varied Lost and forgotten cards are no longer a frustrating barrier to play as smartphones and apps become standard procedure, for all demographics.
Operators also avoid the expense of printing and re-printing loyalty cards. Players are already used to mobile wallets from Starbucks and Apple.
The Cardless Connect transfer functionality is safe and secure, since funds are never on the phone, IGT officials indicate.
Its EZ Pay software does the heavy lifting of transferring funds from the player’s account to the EGM. Cardless Connect isn’t just an app for millennials, officials contend.
It’s great for locals, frequent players and even age groups like baby boomers, who continually improve their adaptability to social media.
Two other information ambassadors, “Message Blast” and “Point Pursuit,” are communicated directly through a slot machine and IGT’s Service Window product.
Message Blast provides a personalized player experience to increase the value of a property’s club and to drive membership, officials indicate.
It targets players with the right message at the right time, improving advertising and ensuring timely communications.
Message Blast is considered a powerful hosting tool with branded Lucky Chip bonuses. Players love to receive the star treatment.
Casinos can market to individuals or groups of players directly with messages at their game.
They could include a Happy Birthday greeting, a good luck wish to bowlers, a buffet special or a timed offer saying perhaps that only 50 gold-member tickets remain for a particular show.
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