Revolutionizing Casino Operations: Gulfstream Park is Using Gaming Analytics to Boost Profitability and Increase Customer Engagement ?? ??
Gaming Analytics has revolutionized how Gulfstream Park Casino approaches slot machine analytics, at-risk players, churn, and player analysis.?
Danny Onate, Marketing Database Analyst Manager at Gulfstream Park Casino, says the journey to broadly adopting A.I. for casinos and Gaming Analytics technology began with the slot department; he says Lisa Siples, Director of Slot Operations at Gulfstream, was the first to adopt Gaming Analytics at Gulfstream [watch video]. Ms. Siples reported amazing results when using Gaming Analytics; Gulfstream was able to quickly evaluate the performance of each slot machine and make informed decisions about which ones to replace, using automated reports and data analysis powered by A.I.
He says casinos similar in size would typically require a team of three or four people to analyze slot machine performance and make decisions about which machines to replace — such a team would include a slot analyst, slot manager, and slot tech manager. In some cases, this process would take days and might be subject to human error. However, using Gaming Analytics, the industry-leading A.I. platform, identifying machines not performing has become much more efficient, easy, and done with a simple click of a button. And, is not subject to human error.
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Danny says Gaming Analytics makes it possible for Gulfstream to streamline its operations and make more informed decisions about which machines are underperforming – this type of analysis is more common at larger casinos that can invest in a team of analysts and high-priced technology. With Gaming Analytics, no team of analysts is necessary – one person is simply able to ask a question, and seconds later, a report is generated using the power of A.I.
"Not only can I achieve reports that would take at least four people, but the information generated by A.I. is almost error-free — Gaming Analytics has greater accuracy than reports vulnerable to human error. Furthermore, reports that used to take two days plus four people, now take just one person, and we get the desired information in seconds." Danny Onate, Marketing Database Analyst Manager, Gulfstream Park Casino
The Marketing Department: A.I. reduces churn, identifies at-risk players, and powers the Host team ?? ??
Gaming Analytics has proven to be a valuable asset for Gulfstream in its efforts to retain and engage players — the host team reports it is able to easily identify players who may be at risk of leaving, or decreasing trips — the A.I. suggests action steps, alerting the hosts to engage the guest, or offer customized incentives to keep them playing.
How does A.I. do it? The process starts with the use of an automated report – or the Gaming Analytics dashboard. This report highlights churned players and allows the host team to divide them into manageable groups and make individualized contact. If the host team is unable to reach the player by phone, an email is sent. Additionally, a push notification is sent if the player has the Gulfstream mobile app.
The Gaming Analytics dashboard provides recommended offers to entice the player to return – these offers are customized to the individual player's needs and preferences – free play is often suggested; with an offer slightly higher than those offered by competing properties in the area.
The Host Team: from tech resistors, to A.I. advocates ?? ??
Danny describes host teams as being, at times, tech adverse. With this said, there was concern the host team would resist A.I. technology. The opposite has been true. He says the Gaming Analytics dashboard is user-friendly and makes it easy to find the desired answer. The host team is embracing the technology and utilizing it to help with player retention, bonus calculations, and reducing at-risk players. Gaming Analytics creates a customized dashboard based on Gulfstream's needs, allowing dynamic insights about the guests — or Player 360 technology.
Furthermore, Gaming Analytics is proven to be valuable in streamlining player retention and host bonus calculation efforts for Gulfstream. Before implementing Gaming Analytics, analyzing player behavior and churn, and calculating bonuses for hosts, was time-consuming and required a team of people to pull and analyze data from multiple sources. This friction-laden and burdensome experience from the past, has been replaced with a smooth and easy process using A.I. Gaming Analytics makes it easier for Gulfstream to calculate bonuses for hosts, using a dashboard that is updated on a daily basis; it allows for more efficient data analysis — with one simple click of a button.
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Segmentation: error-free reports?in one-click ?? ??
One of the standout features of Gaming Analytics is the tribes function, which allows the host team to pull data quickly and easily, saving significant time and effort compared to manual data manipulation. Additionally, the Gaming Analytics analysis tool — allows for a quick snapshot of the property's performance over the past five years, helping the host team make informed decisions about player retention and engagement. Danny says this type of reporting could take days or even weeks before using Gaming Analytics.
Gaming Analytics significantly improves the efficiency and effectiveness of the host team's work, freeing up time for other tasks and allowing them to make more informed data-driven decisions. Danny says, "if a peer from another property is still doing things the old way, the recommendation would be to consider implementing Gaming Analytics to streamline their processes and make their job easier and more effective."
Key takeaways ?? ??
?? Danny Onate, Marketing Database Analyst Manager at Gulfstream Park Casino, says Gaming Analytics makes it possible for Gulfstream to streamline its operations and make more informed decisions about which machines are underperforming.
?? Using a team of analysts is more common at larger casinos that can invest in hiring people and high-priced technology. With Gaming Analytics, no team of analysts is necessary – one person is simply able to ask a question, and seconds later, a report is generated using the power of A.I.
?? Host teams can, at times, be tech adverse. With this said, there was concern the Gulfstream host team would resist A.I. technology. The opposite has been true. Instead, the Gaming Analytics dashboard is user-friendly, and the host team is embracing the technology — it helps with player retention, bonus calculations, and reducing at-risk players.
?? 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 by?Kiran Brahmandam?and is headquartered in San Francisco, California.?
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