Inside Asian Gaming

December 2011 | INSIDE ASIAN GAMING 27 whether it be in the form of chips, plaques or cash. I see my operational experience as a tremendous asset in shaping future product development priorities with GPI. It’s a real chance to help drive product development that focuses not just on security features but also on supporting product integration through a detailed understanding of a casino’s needs. I see a real opportunity to harness the power of GPI’s CIS version 2.0 and to create operational solutions/synergies for the cage, table games, asset protection and premium programme play as well as junkets, marketing and statistic analysis. Please give practical examples of things you’ve encountered in your time in casino operations and how that can be fed into GPI’s product development and decision-making process. Managing a casino day-to-day gives you a detailed understanding of not only how things run but how operations can be improved and further efficiencies realised. When you’re involved in that operations side you know you need the support and understanding of the companies supplying your technology to realise those further efficiencies. My insight on that can assist GPI in building its strategic partnerships with customers and making sure we respond to the casinos’ operational realities. Anything and everything that we currently do with chips can be further extended and developed. Through RFID technology we have not only enhanced security features, but we’ve also provided a basis for automating functions that are traditionally manual—and painstakingly so—such as checking casino currency inventory. I also understand that having a multi- property operation—in the manner of some of the Macau concessionaires and sub-concessionaires—is a challenge. Players move between properties, for example. In that situation we want to give our customers’ players the flexibility to move currency between properties without any compromising of security. That’s where yet again RFID comes into its own. It gives operators confidence that chips are uniquely identified as belonging to them. RFID tagging also means the chips carry a record of where and when they were won or purchased. It’s a system that allows you to know where your inventory is, across multiple sites. It also allows you to manage your par levels [indicators of inventory, such as when a chip tray may need filling]; and track nonsensical or suspicious movements in real time. That’s where we’re heading at GPI with RFID and CIS 2.0. Having insight into how casino budgets work with regard to procurement is also an advantage. This will enable us to understand budgetary constraints and work with companies on solutions like finance or lease planning. Most of the existing junket and player programmes still have quite a few manual components. Administering these components can expose the operator to risk—risk that the player will have a bad experience with customer service, or a risk that some human error will come into the process. RFID has the ability to change all that. Again, it’s as simple as A to B.We can use API—application programming interface— in conjunction with RFID to achieve bespoke solutions for properties. What’s your strategy or set of strategies for building GPI’s revenues in Asian markets? Customer support —building on the existing relationships we have, and as I said combining real gaming industry experience with a vision for how we can better support casinos’ needs in the future. A key focus will be establishing solid collaborative relationships with all the region’s operators. Hardware warranties —our hardware will be fully supported for the whole of its operational life. Leasing models—working with our partners on leasing models to assist them in getting RFID onto their gaming tables. Product expansion —GPI currently provides a long list of casino-related products which have been in the market place for quite a long time in the US. They include table layouts, cards, dice, and an extensive range of table furniture. I would like to leverage our experience from the US and introduce these premium products into the Australasian market, for example. What are the challenges as well as benefits of inheriting sales regions where you have a dominating market share in key product categories? When you represent such a prestigious brand as GPI, there are substantial expectations from the market—and rightly so. That challenge can be met by me personally by drawing on my previous experience and enthusiasm for the products that GPI produces. I think that will bring a dynamic and diverse edge to our support offering. The benefits of excellent market coverage include: the depth of knowledge that the GPI group brings to the table; an unsurpassed reputation for quality and reliability; GPI’s ability to bring together crucial elements from throughout their product range; being able to leverage GPI’s strategic partnerships; and being part of a company with vision, leadership, passion, and partnerships enabling it to achieve ‘best in industry’ outcomes. What do you think will be the main trends in terms of product development and regional sales of casino security equipment and peripherals in the next few years? Iseemoreandmoreoperatorsembracing RFID as a total casino currency solution rather than just a counterfeit currency verification instrument. I know that in the past RFID promised to deliver so much more than it was capable of delivering at the time. This hampered the technology’s application in gaming and its wide scale adoption in the industry. That’s changed now. RFID has truly landed on its feet with GPI. This company is fully committed to making sure that RFID is developed to its full potential, and that potential is vast. CIS 2.0—which will very soon be ready for release—is the first major step that RFID development has taken in quite some time. The acquisition, development and broader application of the technology has been spearheaded by Gregory Gronau along with Emmanuel Gelinotte,VicePresident of Global Research & Development, and Kirsten Clark, Vice President of Global Marketing & Product Management. I am very excited to be part of this team that GPI have put together. Enhanced currency—some of GPI’s RFID casino chips and plaques