CasinoTrac, with headquarters in Minnetonka, MN, is renowned industry-wide for providing loyalty, bonusing, and operations technology through its PlayerLINQ network, RePrintEnroll, and the SlotSUITE product line to 115 casino operators across 300 casinos globally.
Jeff Baldi, Senior Vice President of Commercial Strategy, while acknowledging that maximizing interpersonal player experience and engagement is a hallmark of CasinoTrac, also believes that creating value for their customers is a priority.
“We accomplish this in a number of ways,” he said. “We do not charge for upgrades, and we do not obsolete hardware. We drive value by updating, upgrading, and enhancing our existing platforms to drive value for our customers by giving them what they ask for, which I think sets CasinoTrac apart in the CMS space.”
Baldi said that partnerships and cooperation are critical to CasinoTrac’s strategy, which is fortified through PlayerLINQ, a high-speed, secure, and unified network which drives player engagement through the programmatic custom SlotSUITE platform, and SelfPAY, which increases efficiency and time-on-device.
“Our SlotSUITE product line was released about a year ago in partnership with TransAct Technologies,” Baldi said. “Since then, we have installed and contracted with approximately 14 percent of all our connected slot machines to utilize that technology.
“With that volume of adoption across our enterprise, I think it really speaks to the value of purpose-driven software development. and our approach to partnering with our customers. The RePrintEnroll kiosk we built with Centennial Gaming and more recently, InfiGifts, are prime examples of why we value partnerships so highly.
“We are tracking similar rates of adoption with these solutions of enhanced gifting and continuity from the kiosk, and the value and benefits that a casino operator derives from having the RePrintEnroll kiosk on property.”
Baldi said that CasinoTrac partnerships with Shoalwater Bay Casino of the Shoalwater Bay Tribe in the Twin Harbors region of Pacific County, Washington, and the Winnebago Tribe of Nebraska’s WinnaVegas Casino Resort in Sloan, Iowa, have both seen the value of CasinoTrac’s solutions.
David Johnson, Marketing Manager of Shoalwater Bay Casino, with whom CasinoTrac has partnered for eight years, said “Our intimate relationship with our players is essential to our continued success, and we know that bond can only strengthen with the inclusion of CasinoTrac’s amazing player engagement systems.”
Baldi acknowledged that money is getting tighter everywhere, and that macroeconomic concerns revolving around tariffs and travel raise questions of what impact this will have on Las Vegas and other gaming jurisdictions around the country.
“Instead of overcharging for upgrades of hardware and systems, CasinoTrac is attempting to create value for our customers by improving the technology they already have,” he said. “We have discovered that partnerships are one of the ways to accomplish this. Our strategy focuses on partnerships and strategic development initiatives.”
The strategy is in perfect harmony with Chad Hoehne, founder, president, and CEO of Table Trac, Inc., who has said that “CasinoTrac’s software is designed to support our customer’s practices, not dictate procedure.”
In August of 2024, CasinoTrac and its newly announced fintech partner, Koin, which specializes in digital payment solutions, announced a major project coordinating system upgrades, new promotional kiosks, and mobile technology to consolidate disparate systems and launch cashless wagering at WinnaVegas Casino Resort.
WinnaVegas, a long-time CasinoTrac partner, deployed multiple new KioskTrac Loyalty Kiosks and KTMobile, with fully integrated cashless wagering functionality enabled by Koin, in addition to CasinoTrac’s interactive, intuitive Data Analytics Suite, DataTrac, to monitor and anticipate performance metrics.
“If we are going to charge maintenance and support fees to our Casino Management Customers, we are happy to prove the value and advantage in the support that they pay for,” Baldi maintains. “Our customers receive upgrades and enhanced products for those maintenance dollars. We are putting that money to good use by providing additional value and features, not just technical support.”
