OPTX has always focused on helping casino operators turn complex data into clear, actionable strategies.
Artificial intelligence is accelerating that mission, allowing OPTX to analyze more information, identify opportunities faster and help operators move from insight to execution.
With the advent of artificial intelligence, OPTX’s work has become more complex, more intensive, and able to accomplish an abundance of tasks more quickly for clients.
Brooke Fiumara
“AI is shaping the evolution of our platform by automating the action OPTX has always been known for,” says OPTX Co-CEO Brooke Fiumara. “Rather than requiring users to run reports, uncover insights and build campaigns themselves, OPTX Agents can do that work for them. Operators have no shortage of data; the opportunity is helping them act on it more quickly and effectively.”
At this year’s Global Gaming Expo, OPTX will showcase OPTX Agents and demonstrate how they can help operators accomplish more with their data.
“OPTX Agents will change how operators interact with their data—making it easier to ask questions, surface insights and take action,” Fiumara says. “That’s distinct from the predictive AI our data science team has been developing for years, which powers recommendations around slots, player reinvestment and other operational decisions. We’re continuing to advance both.”
According to Steve Bright, Vice President of Data Science, advances in AI and machine learning are also accelerating the development process behind OPTX’s predictive models, allowing the team to test, validate and refine new approaches far more quickly than traditional modeling methods.
Steve Bright
“We now have the ability to test hundreds of model parameters in the time it previously took to evaluate only two or three,” Bright says. “It has also expanded our ability to create detailed numerical representations of player behavior. Today, our models draw from data representing more than three million players across approximately 100 properties.”
Bright emphasizes that the data is anonymized, player identities remain protected and information is used to evaluate behavioral patterns and similarities—not to expose individual identities.”
“This gives us a richer and more accurate view of which interventions are likely to be most effective, as well as how and when they should be implemented,” Bright says. “It has significantly strengthened our ability to deliver actionable recommendations to player development teams.”
One area where OPTX can make a tangible difference is helping operators identify potential advantage play. Bright notes that it took extensive iterative modeling.to understand how to best identify these advantage players.
“Advantage players seek situations in which the temporary theoretical hold becomes negative,” Bright explains. “The behavior can resemble card counting in that players share information about which games have exploitable characteristics and how to identify them.
“Advantage players are really looking for those times when the temporary theoretical hold is negative. And they’re sort of like card counters, but for slot machines,” Bright says. “There is this community of players who are sharing information on what games have these characteristics, how to find them, and how to best exploit them.”
Using OPTX analysis, operators are able to identify advantage players.
“In some cases, an operator may determine that reducing promotional reinvestment is more appropriate than taking a more severe action,” Bright says. “Advantage play alone may not make a customer unprofitable, but when it is combined with aggressive use of a rewards program, the total relationship may negatively affect property profitability.”
OPTX can also use AI to help operators optimize promotional offers by evaluating the amount, offer type, timing and delivery channel most likely to drive a response.”
According to Brian Uran, OPTX Vice President of Product and Client Success, offers to players can be tracked via AI.
“You can send someone the perfect offer, but if they never see or open it, did it really happen?” Uran says. “Optimization extends beyond reinvestment percentage. It means delivering the right value and offer type—whether food, free play or another benefit—to the right player through the right channel and at the right time.”
Fiumara says OPTX’s strength comes from combining sophisticated data science with practical product design. Uran’s role is to ensure the complexity of the models developed by Bright’s team is translated into an intuitive platform that casino teams can use operationally
“Strong modeling alone is not enough if operators cannot easily understand and act on it, and an intuitive interface is not enough without rigorous data science behind it,” Fiumara says. “Bringing those disciplines together allows OPTX to deliver sophisticated strategies in a way that is practical, accessible and operationally actionable.”
