Gaming Analytics and Angel of the Winds Casino: Data-Driven Succes
Angel of the Winds Casino (AOTW) redefined operations and the guest experience through its partnership with Gaming Analytics (GA). Facing rising promotional costs, fragmented data silos, and higher guest expectations, AOTW looked to GA’s A.I. platform.
The results are transformative: an 18% reduction in promotional expenses, a 75% reactivation rate, and a 44% increase in hosted player engagement.
Beyond these metrics, the partnership improves decision-making, empowers the team, and fosters a culture of continuous innovation and improvement. Damian Riley, Director of Marketing, states, “Kiran and Gaming Analytics flipped the switch for us. We put a drop into the GA machine and get a full glass back.”
This case study explores how AOTW’s collaboration with GA became a blueprint for using A.I. to optimize casino operations, improve the guest experience, and boost profits.
A Turning Point
Before Gaming Analytics, AOTW encountered challenges despite steady growth. Operational inefficiencies from systems like Tableau and Excel created data silos and made it difficult to access the most basic insights. Generating reports often took hours or even days, causing delays in the decision-making processes.
“We needed a solution to consolidate our data, make it actionable, enable collaboration, and break down silos,” explained Damian. “Traditional tools just weren’t cutting it.”
Furthermore, AOTW faced challenges with guest engagement. Generalized promotional efforts fell short, and the inability to predict player churn resulted in the loss of some high-value customers.
In order to address the above challenges, AOTW sought a technology upgrade to help optimize operations.
Enter Gaming Analytics: A Partnership Built on Innovation
Partnering with Gaming Analytics marked a turning point, highlighted by three core areas:
A cultural shift followed, where every decision and interaction could be powered by data and predictive analytics.
The Benefits of GA
Insights at a Glance: The GA Calendar Report
GA’s Calendar Report: an intuitive dashboard featuring real-time insights into key performance metrics.
When player activity drops on certain days, the Calendar Report helps analyze metrics, refine marketing campaigns, and schedule events to maximize results. This capability transforms data into action.
“The Calendar Report isn’t just about tracking numbers,” Damian explained. “It’s a investigative and curiousity tool. When trends appear—a spike or a dip—it prompts us to ask why.”
Scott explains, “The Calendar Report is a great example of optimizing efficiencies with A.I. It’s a color-coded daily dashboard highlighting KPIs changes across the casino. It helps us identify trends, ask the right questions, and take action quickly.”
Personalization: The Role of Smart Tagging
GA’s Smart Tagging feature is central to the guest engagement strategy. It enables hosts to capture qualitative details such as a guest’s favorite food or hobbies, leading to a personalized and thoughtful guest experience. It allows the hosts to connect with guests in a way that was not possible before GA.
“If someone loves rock music, we know to prioritize rock concerts,” Scott said. “It’s about creating moments uniquely tailored to each guest.”
This data extends beyond individual hosts and is accessible across departments. It enables consistent service, regardless of whether a guest interacts with a Players Club representative or a table games manager.
By collecting qualitative data—like guests’ favorite foods or preferred activities—GA’s technology allows hosts to personalize offers.
“It’s not just about building relationships; it’s about ensuring that every interaction resonates with the guest.”
Winning Back Players: A 75% Reactivation Rate
Reactivating inactive players presents a challenge for many casinos, but GA turns it into an opportunity. By pinpointing players at risk of churning and implementing tailored re-engagement strategies, AOTW achieved an impressive 75% reactivation rate.
“Three-quarters of the players we targeted came back,” Scott says. “That’s a number we couldn’t have imagined before GA.”
The reactivation campaigns also revealed surprising behavioral insights. Some players increased their spending when given reduced offers, likely driven by a desire to prove their loyalty.
From Silos to Success
With expanded access to data analytics and by leveraging the best available information possibe, decision-making improved. Real-time data insights led to measurable outcomes:
?? One surprising discovery emerged from offer optimization efforts: scaling back certain offers led to a 23% increase in activity among some players. “It’s like managing coupons in a grocery store,” Damian explained. “You identify where the value lies and allocate resources accordingly.” (*Some players, when given reduced offers, increased their spending—likely driven by a desire to prove their loyalty.)
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Personalization: Empathy Meets A.I.
A shared commitment to empathy is fundamental to AOTW’s success, influencing the casino’s guest engagement approach and GA’s user-focused design philosophy.
“If you can’t put yourself in your customer’s shoes, you’re missing a big piece of the puzzle,” Damian said. “Empathy lets us create experiences that resonate with our guests.”
GA’s intuitive interface reflects this philosophy, enabling even non-technical users to easily navigate the platform. This accessibility ensures the benefits of A.I. reaches every corner of the organization, regardless of technical ability.
The Guest Experience Transformed
The most significant impact is the transformation of guest experience management, with the A.I. implementation providing:
The Human Element: A Partnership Beyond Technology
AOTW’s collaboration with GA goes beyond software, with monthly retention calls transforming into collaborative brainstorming sessions where GA’s data scientists work directly with AOTW’s team to refine and enhance strategies.
This collaborative approach proves essential in identifying new growth opportunities and maintaining ongoing platform optimization.
A Blueprint for Transformation
Angel of the Winds Casino’s partnership with Gaming Analytics highlights the transformative potential of A.I. in the gaming industry. By tackling operational inefficiencies, enhancing guest experiences, and fostering a collaborative culture, AOTW achieves measurable and impactful results:
Beyond these metrics, the partnership reimagines how AOTW tackles business challenges and builds meaningful guest relationships.
“Kiran and Gaming Analytics flipped the switch for us; their approach delivered more value than we could have anticipated.”
AOTW’s journey is a blueprint for the gaming industry’s future, demonstrating how technology enhances human connections and transforms challenges into opportunities.
Looking Ahead: Extending the Reach of GA at AOTW
In light of its success, AOTW recognizes opportunities for further growth, including:
“We’re always thinking of new ways to fine-tune our processes, with GA, the possibilities feel limitless.”
About Scott Platz
As Marketing Strategist at Angel of the Winds Casino, he plays a pivotal role in bridging analytics and guest engagement. From overseeing promotions to managing database insights, he focuses on turning data into actionable strategies. He has streamlined decision-making and enabled personalized guest experiences by leveraging Gaming Analytics. Known for crafting impactful campaigns, his efforts have driven measurable successes, including a 75% player reactivation rate and an 18% reduction in promotional expenses. His work reflects a commitment to creating tailored moments that elevate the casino experience for every guest.
About Damian Riley
As Director of Marketing at Angel of the Winds Casino, he brings a visionary approach to blending creativity and data-driven strategy. Overseeing departments like Player Development, events, and advertising, his leadership has transformed the casino’s operations through innovation and collaboration. Partnering with Gaming Analytics, he has championed initiatives that led to a 44% increase in hosted player engagement and an 18% reduction in promotional costs. With a background in design and consumer marketing, his focus on empathy and guest-centric solutions continues to shape the casino’s success.
About?Gaming Analytics
Gaming Analytics, Inc. is a leader in artificial intelligence for the gaming industry, providing the simplicity of a search engine with the power of machine learning. The company was founded in 2017 and is headquartered in San Francisco, California.?
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John McColl
For more information about this partnership or to schedule interviews, please contact John McColl
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