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Internal data silos remain a challenge for land-based casino operators in the Philippines who are venturing into online gambling, said executives from the industry, while at the IAG Academy Summit held in Manila.
This debate was held on September 15 within a session that centered on the increasing connection between physical casinos and online games. The panel included David Croft of Tangam Systems, Syntrii Chief Executive Laurent Fresnel, and Angel Manufacturing Singapore Director Bryan Jenkins.
The IAG Academy Summit forms part of the wider IAG EXPO program at Newport World Resorts, held from September 15 to 16. Player data and the convergence of land-based and online gaming were among the key themes of the event.
Fresnel said many casino groups still operate their online businesses separately from their physical properties. This can leave valuable customer information spread across different departments and technology systems within the same company.
Need for a Unified Customer View
Casino operators need to bring together information from online gambling with data from casino floors, hotels, restaurants, and retail operations, Fresnel said.
Combining data from these different channels would give operators a more complete view of individual customers. It could also help prevent multiple parts of the same company from sending similar promotions to the same person.
The information may also support more personalized marketing. The operators can base their approach on previous behaviors of customers in order to detect patterns and tailor their offers according to the timing and location of players’ participation.
This problem becomes very topical for the Philippines due to increased competition between gaming and entertainment firms. Information collected by the casino operator via various online and offline means can provide a smooth experience to customers moving from an online environment to physical venues.
The panel noted that the ultimate goal was to ensure smooth switching between online and physical gaming.
Smart Tables Improve Data Collection
Smart-table technology is also increasing the amount of information available from traditional casino games.
Jenkins said modern systems can track detailed table activity, including bets, turnover, and game results. The technology can also connect that information to individual players and collect data across multiple tables.
This gives land-based casinos access to table-game information that was more difficult to obtain in the past. The data can help operators understand customer activity on the gaming floor and connect it with information from other parts of the property.
However, Croft said the value of these systems depends on the quality and accuracy of the data, as well as how casino operators process it.
Information gathering itself might not be sufficient. The operators will have to have efficient tools for managing, analyzing, and processing the information collected from table games, online sites, hotels, restaurants, and other areas of their business.
Land-Based Resorts Are at an Advantage
In addition to the aforementioned discussion of data gathering tools, the panel considered the advantage of the integrated resorts over online-only gaming operators.
Land-based casinos allow combining digital gambling with hotels, restaurants, and gaming floors. This creates opportunities that online operators cannot fully replicate.
For integrated resorts, the connection of information between various properties could provide for a more unified customer experience. A gambler might interact with the online platform, and at the same time, visit a hotel, restaurant, store, entertainment facility, or casino floor, all within one company.
The need for such connections is likely to grow as casino companies offer more online services.
Philippine Market Continues to Develop
Kaban Hotel and Casino Boracay is set to open on September 16 and is targeting a grand opening in October. The property will include an 88-room hotel and a 21,500-square-foot gaming floor licensed by the Philippine Amusement and Gaming Corporation, or PAGCOR.
The opening follows the Philippines’ 2021 decision to lift a moratorium on new casino construction.
As more Philippine gaming properties enter or expand their digital operations, the ability to connect online and land-based customer data could become increasingly relevant. Operators may need to address separate technology systems and information gaps while seeking to understand customers across their physical and digital businesses.
Source: Gambling News
