OPTX, the casino intelligence platform, will be unveiling three major new product features at the Global Gaming Expo in Las Vegas in October.
OPTX is a data platform that focuses on ingesting the data from the disparate systems within a casino and turning that into operational functionality in areas of slots, marketing and player development.
The new product features to be revealed at G2E are OPTX Table Games, Host Goal Manager, and Launchpad. There will also be other improvements to its technology that will be showcased at the tradeshow.
Brian Uran, OPTX’s vice president of product and client success, said the module of Table Games originates from requests from customers since the company already has solutions for slots, player development and marketing. Operators wanted a solution that supported table games.
“We’re really excited to launch Table Games at G2E, and it should be live in the field just before G2E,” Uran said.
The solution will provide table games’ operators with such reporting as how table games are doing from a revenue and profit standpoint. It will also help operators optimize their floors, not only when they are going through their staff scheduling and how to manage floors two weeks out but also in real time, Uran said.
“It can make recommendations to increase or decrease the limits of the game and open or close games in real time to help maximize the profits,” Uran said.
The second initiative is a major improvement to OPTX’s host program. It allows executives to manage the productivity of their teams and now allows the ability to set goals for hosts. Many goals will align with incentive plans that properties have, Uran said.
“That means if the host hits certain revenue thresholds they’ll get bonuses based on that, but it doesn’t always have to be,” Uran said. “It can be goals based on how many players need to be contacted each month, each quarter or each year. It’s how many reservations need to be booked to VIP events and how many trips. We have a very robust platform that we’re going to roll out that will not only let operators choose specific goals and manually input those, but with our AI layer we will be able to help operators decide what the right goals should be.”
Uran said the platform to be launched in the fourth quarter will have full visibility on a daily basis on how operators are tracking against those goals. That was a problem seen for many operators in that they have goals but not the ability to have full visibility into the progress they’re making.
Uran said he’s excited about the third new feature that’s the foundation of what OPTX is about – users finding information and taking action on it.
“What we’re moving into is what we’re calling right now the OPTX Launchpad – a place for executives and managers to come in and get a quick snapshot of how my business is doing and AI insights on some things you should be looking at. That could be an event not filling up on the proper pace and that another set of invitations needs to be sent. It could be seeing and detecting anomalous behavior on slot machines. It’s an AI feed to help operators figure out what’s going on in their business and help them think about what they should be doing to change it.”
Uran said his desire is that an executive logs in but maybe isn’t sure what they should focus on that day. OPTX would present the person with five items to help them to focus on and drive their business.
“The name is so that we can launch you into the details of your business,” Uran said. “It’s your starting point to using the rest of the OPTX platform. Not only do we want to tell you what’s going on with your business, but we want to provide you with some corrective action to take. Even if we’re seeing the business is up and your hosting is doing great in these sections, it can be a way to do a celebratory action with your team and say thank you for changing all of these slot machines and how they’re performing great. On the flip side, hey we’re losing business in this geography so let’s get a campaign in that geography.”
The solution will serve information that’s most relevant to the person looking at it, Uran said. It will be different if a general manager looks at it compared to a slot manager and allows them to quickly launch into action.
“We’re going to preview it at G2E,” Uran said. “It’s still in development, and we’re anticipating a fourth quarter or first quarter of 2025 rollout.”
