Cashless credit innovator Marker Trax unveiled its new cashless credit brand, Moolah Play, at the Global Gaming Expo in Las Vegas last week.
As part of the digital evolution of its patented technology, Moolah Play offers casino operators a more efficient and optimized underwriting process. Moolah Play makes it possible to consider a customer’s true ability to pay back lines of credit and even expected future profitability in credit issuance, according to Marker Trax President Charlie Skinner. This advancement will lead to even more accurate and inclusive underwriting decisions, bringing more customers into the fold than ever before.
Moolah Play was launched earlier this month at the Ellis Island Hotel, Casino & Brewery in Las Vegas one week ahead of G2E.
“Moolah Play is the result of the last four years and our commitment to constantly improve our product and working with first-in-class vendors,” Skinner said. “We put in place a new work-flow management system and completely rebuilt our data warehouse with the help of our partners at Euronet. We’ve also put in place a new CRM that allows for an improved player experience from end to end. All these new platforms that we’ve integrated reflect our digital evolution 2.0 and we were committed to showing it at G2E this year.”
Through its collaboration with the team at Euronet Global Data Solutions, Marker Trax rebuilt the technology’s data-analysis capabilities for Moolah Play. This forward-looking functionality allows for analysis of the effect of Moolah Play’s implementation on the operator’s overall business, Skinner said.
Since its inception in 2018, Marker Trax has been a gamechanger for the industry by bringing gaming credit fully into the cashless era. Its latest offering with Moolah Play garnered a lot of attention at the show.
“This was as busy as I’ve ever seen it,” Skinner said. “At our first G2E a few years ago, we had 15 presentations. This year, over the course of three days, we had 60 presentations. We had every major operator meet with us at the show. We’re also seeing a lot more international people. We had people in our booth from Japan and all over Europe and Canada. The growth of cashless payments, igaming, and sports betting is bringing more people to G2E in general.”
This year marked a new section on the trade floor at G2E focusing on igaming and Skinner called it a great addition, given that igaming is growing in the U.S. and continues to proliferate globally.
Marker Trax expanded its presence at the G2E this year with its sister company Koin, which offers a financial wallet.
Marker Trax as a cashless digital alternative to a casino marker is the first of its kind to offer regulatory-compliant casino-marker technology that takes inefficiency out of issuing advances and provides casinos with the tools to manage their casino-credit underwriting and repayments. It was developed and patented by company founder Gary Ellis in 2018.
“We solve three main things in gaming in terms of the issuance of credit,” Skinner said. “One, we’re able to score and underwrite you and issue a line of credit in minutes, whereas historically, it took days or weeks to get that first-time credit approval. We take all of that friction out of the front end of applying for credit. Second, the core of our patent, is you can’t walk the money. Today, if I get a line of credit at a casino, I can take that money and walk it out the door. With our product, you can’t walk it. Whenever the player ends their gaming session, any outstanding credit is automatically paid back. The third thing we solve is the management of an operator’s credit accounts by providing a dashboard to manage credit accounts in one central portal. That hasn’t changed since we launched. It’s just getting more enhanced and refined.”
Skinner said Marker Trax’s revolutionary technology continues to lead the charge in moving the industry beyond the traditionally slow and exclusionary credit-application and approval process by offering operators real-time reporting dashboards, while lowering overhead via seamless infrastructure integration. With the introduction of Moolah Play, Marker Trax is taking its groundbreaking advancements to the next level.
“Our vision from the beginning was to add crucial, yet missing, efficiency to the traditional gaming-credit process,” Skinner said. “Marker Trax achieved that out of the gate. And now, Moolah Play will propel our company and the advancement of cashless credit to new heights.
In addition to a fully redesigned underwriting process, Moolah Play offers enhanced marketing support for operators.”
Rather than being saddled with the responsibility of branding and marketing campaigns for integration, Moolah Play provides full operator support, from a rich library of collateral templates and direct-mail samples to e-blast creation, up to and including full brand-building support from Marker Trax.
A robust customer relationship-management feature allows players to receive curated engagement messaging, payment-due notifications, and a variety of other account notifications all customizable by operators. Improving the customer experience has always been a company hallmark and, Skinner said, Moolah Play by Marker Trax carries that conviction forward.
