Quick Custom Intelligence (QCI) is unveiling AGI55, the latest iteration of its QCI Enterprise Platform, at the Global Gaming Expo in Las Vegas.
Building on the success of AGI54, which was introduced earlier this year, AGI55 brings a suite of powerful, real-time operational tools designed to align player development, marketing, and gaming for the casino industry.
The first adopters will be installed prior to G2E with the remaining installs occurring by the end of October. The AGI55 platform offers QCI Dispatch, QCI Slots, QCI Marketing, QCI Host, and QCI Player. QCI Chief Technology Officer and co-founder Andrew Cardno said, “Innovations with AGI55 are bigger than the company’s last release with more than 3,000 new feature enhancements.”
They’ve even added a new area of the tool around the QCI Go platform, providing a mobile interface that extends into slot attendant management with QCI Dispatch, dealing with jackpots, hand pays, machine alerts and helping to cater to high-value guests on the floor.
“QCI Go is using data to be more intelligent about your real-time operations, guest engagements and events on the gaming floor. QCI Host enhances host effectiveness by omnichannel optimization,” Cardno said.
QCI rebuilt the marketing suite to include dynamic metrics from the core data. “We needed to do that because of the vast number of different kinds of configurations we were running into,” he explained. “We have close to 250 resorts across the business, which is massive growth from last year’s 150. That growth has led us to have a very wide range of needs from different customers the way they want to calculate their data and look things up. Because they have a wide range of needs, it prompted us to reengineer the stack to have dynamic metrics. Through that, you can get to layered marketing that reacts to other marketing programs with business-specific calculations, like how you want to respond to guests when they arrive or don’t arrive.”
Cardno said it’s omnichannel since AGI55 has integrated with email vendor Maropost, who is excited to work with gaming companies. “You can have full end-to-end marketing and one-on-one with omnichannel communications and feedback loops directly into the database,” he noted.
“QCI has added a host predictive model, which solves the problem of what communication channel hosts should use for different types of customers and what hosts are better at certain kinds of communications,” Cardno said.
On the gaming analysis side, QCI has a new stack with its Views module called the Desktop, which features the most advanced gaming floor analysis tool built by the company. Cardno called it “the next generation.”
There are more slot products in the marketplace and the casino floors are more dynamic than ever, and it’s important to understand how they’re merchandising and its impact on customers in a world where only 50-70% players are known customers. “This tool lets you understand and interact with the data on your floor like merchandising and optimization and yield-management decisions in a way that doesn’t require customer information. What’s most important about AGI55 is that it’s added an enormous amount of back-end plumbing to harden and strengthen the day layer,” said Cardno.
“We’re dealing with more and more interfaces every day, with currently more than 1,000 data sources we’re collecting from different customers, and we put in a tremendous amount of R&D to ensure that our platform is robust to handle the increasing complexity of our customers’ needs,” he said. “By installing AGI55, casinos will get a 360-degree view of the business, from their merchandising to their customers, and take actions that are measurable while they can rely on the data that drives it.”
AGI55 is not limited to gaming alone. QCI has expanded its reach into the retail and restaurant sectors, enhancing tools for restaurant optimization, which Cardno says is a growing focus for the company. “We’re doing significant work in the retail space, with hundreds of restaurants now utilizing our platform. This has allowed us to enhance what we’re doing for food and beverage operations, offering casinos a more complete view of how their various departments interact and influence the gaming floor.”
QCI Player had an earlier version of the QCI Player app platform in AGI54. A customer can walk into a casino and see their offers and points and redeem for free play, comps and hotel rooms from their app. “It’s a very mature platform now,” Cardno said. “We probably have close to 30,000 end users on that tool. We had 10,000 at the start of the year. By the end of the year, it will be close to 100,000 – and maybe one million users in the not too distant future.”
QCI Marketing has a complete rebuild of the customer worth metrics with a metadata layer that gives greater flexibility of how they want to calculate the player worth, said Cardno. “We needed to do that because of the vast number of customers,” he added. “At least 50 million communications are being generated through this tool a month. There’s tremendous usage, and it’s pushed us to widen the number of ways we calculate player worth and do player segmentation.”
As QCI prepares to roll out AGI55, it’s clear the company is leading the charge in data activation and operational intelligence. Cardno attributes much of QCI’s success to the collaboration with industry partners, who have helped shape the platform’s ongoing innovations. With AGI55, QCI is poised to continue driving the casino industry forward, delivering the tools operators need to enhance player experiences, optimize operations, and ensure data-driven decision-making across the board.
