Data analytics plays a key role today in casino operations, and Global Payments helps its partners with that through its VIP Intelligence platform.
Data analytics are a crucial part to an organization as large as a casino resort because results are incomprehensible without the use of sophisticated technology, according to Global Payments Gaming Solutions President Christopher Justice.
Robust analytics gives an organization like a casino or igaming operator the ability to see their whole operation on an aggregate scale in a way that’s understandable and provides valuable insight, he said.
Global Payments’ business analytics platform, VIP Intelligence, provides customers a best-in-class, modernized portal to their operation and crucial data elements, said Justice.
“Analytics is one of the most overlooked aspects of a casino’s operation, but it’s essential to any successful business,” he asserted. “A great analytics program allows a casino operator to have a view of every aspect of the operation.”
VIP Intelligence is a key part of Global Payments’ suite of solutions designed to help online operators and land-based casinos with reporting through an intuitive and flexible user interface.
VIP Intelligence allows anyone in your business to quickly analyze and find insights in your datasets, and Justice added that it makes it easy to build a data exploration platform that makes your data accessible in a meaningful, intuitive way for your entire organization.
“VIP Intelligence is a central component of our offerings,” he said. “It gives our customers an unparalleled glimpse into their business. With VIP Intelligence, our customers can spot patterns and identify ways to improve their operation.”
It can be a daunting task for large enterprises that rely on data and extensive reporting. As operators implement more digital payments solutions, they need a digital means of collecting and interpreting payments data. Justice explained that VIP Intelligence allows operators to create simple and comprehensive reports.
“VIP Intelligence can take the complexity of an entire resort and casino and translate that into an intuitive, digestible report,” he said. “The scale it takes to do something like this is discouraging to many operators, but VIP Intelligence makes that process instantaneous.”
VIP Intelligence is primarily built for accounting, finance, marketing and senior leadership teams at gaming institutions. It’s used by online sports books, online casinos and land-based casinos to create highly summarized roll ups of large data sets or deep dive into very granular transaction level details.
“VIP Intelligence is designed to improve the entire organization, no matter if the casino is brick and mortar or online,” Justice said. “With the growth in igaming and sports betting, VIP Intelligence gives those kinds of gaming institutions the same level of analytic power.”
What makes VIP Intelligence different from any similar product in the market is that it allows users at the enterprise level, or corporate level, to see the entire casino or even all enterprise properties in one place instead of manually compiling multiple disparate reports.
That means operators at the highest level will have a full accounting of the entire casino’s business at the touch of a button, and they can effortlessly generate custom, shareable dashboards complete with tables, graphs and charts, said Justice.
There’s no distinction, and VIP Intelligence allows casino operators for both online and land-based institutions to view all aspects of their business, he added.