As Ted Keenan, Aristocrat Interactive Gaming Systems VP Product Management, prepares for the Indian Gaming Association Tradeshow and Convention, he has an ace in hand.
Aristocrat Interactive’s PlayerMax is a player-centric casino management system that Keenan and Aristocrat Interactive Gaming Systems Senior Product Manager, Loyalty Solutions Angie Harina plan to promote at the show in San Diego, California.
Described as allowing easier self-enrollment, trackable achievements and progressive jackpots, PlayerMax is being touted as a prime example of a player-centric casino management system.
But what does player-centric mean?
“A player-centric experience is one that creates a uniquely personal experience to engage a player,” Keenan tells CDC Gaming. “Some players may value a comp at the bar while others may value a free-play offer. Delivering player-centric experiences leads to the perceived value of those experiences exceeding the actual player development cost.”
Keenan says PlayerMax is an extension of existing communication channels. His goal is to reach players “at the right time on the right device.”
“There may continue to be some players that prefer other channels, yet increasingly players prefer to communicate through their mobile devices,” Keenan said. “Communication might include informing players of new games on the floor, personalized offers, access to free-play games, upcoming events, resort amenities. PlayerMax enables a casino marketer to communicate meaningfully with players that prefer a mobile device for engagement.”
Players also can use the PlayerMax app as a virtual player’s card. And enrollment in the program can be achieved much faster.
“Players can go through identity verification in a fraction of the time,” Keenan said “This eases those common frustrations by removing the time spent standing in a queue. It also provides value on both ends, with operators benefiting from reduced lines and labor for routine tasks at the club desk as well as increased loyalty and mobile app adoption, while still keeping in accordance with applicable regulators.”
According to Harina, PlayerMax provides awards and perks almost immediately that are triggered by app sign up and or property visit.
“Players also benefit from a seamless casino-floor gaming experience through cardless and cashless play, which eliminates the need to keep a player’s card for rated play or to carry cash to begin play,” Harina says. “Property navigation to any point of interest is also available in the app.
“Away from the casino, the mobile convenience allows players to take advantage of monitoring progressive jackpots, setting threshold alerts and receiving notifications once that threshold is reached. The self-service tools such as annual gaming reports request, contact information update and setting communication preferences also saves the player a trip to the casino.”
Operators can benefit from the deployment of PlayersMax through increased operational productivity and efficiencies, plus seamless player communication and alerts. The operator’s dashboard allows access to mobile app data and reports.
“Operational efficiencies are emphasized through the digital room key, cardless gaming and self-service features,” Keenan said. “These features reduce lines at front desks, limit the need to print player cards and allow operators to share sought-after info with players via the app, increasing resource utilization and productivity on the casino floor.
“Push notifications also give operators the ability to stay connected with targeted players through convenient and immediate real-time communications.”
