Inside Asian Gaming

19 adjustment increased revenue on the bank of games sufficient to generate a 100% return on investment for phase one of the system, says Mr Rowe. Tables to slots In another case study, data visualisation revealed which slot games table players liked. The casino in question already knew some table patrons liked high limit slots, but weren’t sure who they were and what they played. Once the players and games were identified, a bank of four of the relevant themed slot games were moved to the end of the pit frequented by most of the crossover players, and a direct mail with credit coupon was sent to them. The result was an aggregate improvement in daily win of US$200 compared to the slot games previously at that location. Visualisation techniques can even be extended outside the walls of individual properties and over a whole city to show which properties and which parts of a casino jurisdiction have the most intensive levels of play at any given time. Visualisation techniques can also be applied to a gaming jurisdiction’s hinterland. Areas identified as home to profitable players can be marketed more intensively than areas that are home to less profitable ones. Sample of Bally Visual Analysis of profitable player distribution map “You can use the same kind of visualisation to find out where your customers are coming from and how effective your marketing is, and what games they play when they get there,” says Mr Rowe. “Just think if you knew that a group of profitable players— say females over the age of 55—come in between 10am and noon and like to play in a certain area on certain games and like to drink tea. You could enhance the area they already like by providing music they like or a tea cart service with extra hosts. Knowing that information and being able to act on it will retain these good customers and grow them into great customers. “There are times when reports are absolutely the only way you can answer questions. There are times when bar charts and graphs show you the things you need, and then there are other times when dynamic visualisation will answer questions either that couldn’t otherwise be answered or couldn’t be answered with the same speed.”