Inside Asian Gaming

INSIDE ASIAN GAMING | November 2010 40 The Matrix FutureLogic’s PromoNet system makes casino marketing smarter and more responsive to players than ever F utureLogic Inc’s PromoNet® casino coupon product is a flexible and feature-rich system that delivers real- time targeted promotions into the hands of all players as eye-catching coupons printed directly at the game. From the convenience of a desktop PC, the PromoNet Campaign Management Tool lets casinos quickly create multiple marketing coupons using a variety of images, fonts and languages, and then link these coupons to how individual games are played to create tailored marketing promotions. Promotions are customised using a wide range of triggers—including date, time of day, length of play, frequency of issue, wagering activity and other user-definable criteria such as membership of a player’s club. Once the coupons have been designed and the triggers defined, the campaign database can be uploaded to the promotional server. From here, the campaigns are then downloaded casino- wide via theGamingStandardsAssociation’s open standards protocols to slots equipped with a GEN2 Universal™ printer. The promotional server can then be used to track, monitor, and enhance campaigns across the casino floor to maximise slot play throughout the day and across the floor. The system is designed to be simple and secure, ensuring that the casino servers are in full control of all communication with the printers, offering casinos of all sizes a flexible and cost-effective promotional tool. Inside Asian Gaming spoke to Alfred Hwee, Business Development Manager— Asia for FutureLogic, about the capabilities of PromoNet. IAG : What are your plans for PromoNet in Asia? Alfred Hwee : At G2E Asia we showed and rewards this player by printing a ticket offering 1,000 points or player credits if they sign up for a players’ card within a certain time frame. This creates an incentive for the player to go to the membership desk and sign up for a players’ card. If the person is already a carded player, it can lead them to a higher tier of rewards or membership or an even richer promotion offering discounted food and beverages or hotel stays. Can you explain how PromoNet works on the casino floor? We want players to feel important when they come toa clubor casino.Theguest could beplayingforthreeorevensixhours.Perhaps they have already committed HK$10,000, HK$50,000 or even HK$100,000—do you want them to walk away empty-handed, or do you want to make them feel special by providing a promotion and incentive to stay longer or come back another time? If a coupon is printed at the end of the play session offering a free meal, it shows the customer that they are valued and extends and enhances their experience. On the other hand the player may have won really big. Do you as an operator want the player to walk out straight away or make them an offer to stay at the hotel by automatically printing a ticket saying live how players can receive promotional coupons out of the slot machine based on how they played the game. We are now in the final stages of testing at a number of customer sites across Asia. We haven’t yet publicly announced placements, but there are properties in markets such as Macau, Laos, Vietnam, Philippines and Cambodia that we are targeting. PromoNet helps identify valuable anonymous or ‘uncarded’ players by the number and type of promotional triggers they hit whilst playing on a game. By being offered incentives via PromoNet these valuable ‘uncarded’ customers can be encouraged to sign up for a players’ card. For example: If a tour group of 500 people arrive at a casino, they may be scattered around the casino floor, many of them making low bets, but some of them betting high bets. It is difficult, however, for floor attendants to spot these valuable uncarded players amongst the masses because the attendant may be busy with other customers. PromoNet identifies these valuable players automatically by responding to certain triggers activated by those players. If a guest plays for above a certain amount of time, or places bets above a certain amount, that guest is of value to you now and in the future. PromoNet identifies