QCI upgrades Twenty-Nine Palms platform to focus on "dynamic reinvestment"

Casino supplier Quick Custom Intelligence (QCI) has begun upgrading casinos in Southern California to the 5.1 version of its platform.

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The new release, in partnership with the Twenty-Nine Palms Band of Mission Indians, includes "dynamic reinvestment" – which focuses on a bettor's reinvestment strategy rather than their segmentation strategy.

The Twenty-Nine Palms Band of Mission Indians is a Chemehuevi people, traditionally owning land in CaliforniaUtahArizona and Southern Nevada.

QCI, meanwhile, focuses on "player development, marketing and gaming with powerful real-time operational tools."

Dennis Amos, VP of Planning & Analysis for The Twenty-Nine Palms Band of Mission Indians, said: "We are very excited to begin using the new Dynamic Reinvestment feature in the QCI tool.

"The ability to create customisable offers for individual players based on their play rather than their segment is a game-changer.

"Furthermore, dynamic reinvestment allows for personalised reinvestment based on the profitability of each customer. This is a huge step forward from traditional worth-banded models."

QCI CEO Dr. Ralph Thomas added: "QCI Marketing offer value calculations are now targeted down to a one-to-one level.

"This fully automated end-to-end delivery of one-to-one marketing allows for targeted delivery of specific marketing offers as opposed to banding customers within broad bands of value."

In October, QCI installed its system at Oregon-based Mill Casino Hotel & RV Park, while last month saw Soaring Eagle Casino & Resort also install QCI's products at Mount Pleasant Michigan.

In September, QCI provided tooling for over 2,500 games – this time outside of North America – in New South Wales, Australia.

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