G2E Asia: Covid-19 accelerates data use for profit maximisation at IRs
At a G2E Asia panel, industry figures discussed the importance of gathering, processing and using data to optimise profits from inside the resort.
Although an ever-increasing trend as technology advances, the use of data to drive business growth has accelerated rapidly, as integrated resorts adapt to workforce shortages following the pandemic.
This is according to Augmentum EVP of Worldwide Sales Yuen Lee, who said: “All guest parameters have changed since Covid-19. The profile of guests has changed, their behaviour has changed and so has the technology.
“In the hospitality industry, whether it’s a property management system or casino management system, they are traditionally based on standard operating procedures, consisting of a full labour force. This was pre-Covid. Today, there is a tremendous labour shortage. Singapore is particularly affected by this.
“To move forward, the parameters must change. Now you’re seeing roles such as Chief Digital Officer or Chief Innovation Officer. These are some of the adjustments needed to make it work post-Covid.”
Although the need to implement data is necessary to maintain a healthy casino floor among other amenities at an integrated resort, correctly implementing it is just as important as adopting it, according to IRTS Group’s ASEAN Head of Sales Rohan Vartak.
“To move forward, the parameters must change. Now you’re seeing roles such as Chief Digital Officer or Chief Innovation Officer. These are some of the adjustments needed to make it work post-Covid” Yuen Lee, Augmentum EVP of Worldwide Sales
He said: “When looking at an integrated resort you need to look at the types of data available. Breaking the data down, you would need infrastructure data, business data and transactional or payments data.
“The challenge is streamlining the data, as it is produced by multiple devices. Devices have different hardware/software. It’s important to use an analytics tool to normalise data, and to understand and store data from different sources after it has been gathered.
“It’s vital not to gather data too frequently, as this may overload your hardware and computing systems.”
Arguably the most critical stage of data use is exposing and interpreting it correctly, according to Murphy Mathew, IDeaS Revenue Solution’s Senior Regional Solutions Engineer APAC.
He said: “Using data, you want to understand the right mix of business into the resort that will give the type of consumer behaviour for maximum profitability. You need someone who can digest the data so that you can optimise the profit you take from your resort.”
The future of casinos is very much in the data, it seems.
For more from G2E Asia on the use of data to maximise the player experience in Asian markets, click here.
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