Inside Asian Gaming

September 2015 inside asian gaming 73 existence of each other and create customized packages for casinos as they want.” JCM VP of Sales and Marketing Tom Nieman adds: “We’re updating firmware. We’re capturing performance metrics. If you can deliver that back to the operator, it’s a big plus for them. “For example, for good operators, acceptance rates are absolutely critical. We can give them real-time delivery of information on the performance of acceptance rates—something they didn’t have before. It’s been available but it’s very deep in the back-end casino system, but here we bring it in and deliver it for them. “Using the dashboard, operators can bring that data up on a real-time basis, take a look at the floor in totality or break it down by region or break it down to the machine level and see all these critical performance metrics that are being captured. That’s what brings value to the operator.” Furthermore, “a lot of the FutureLogic technologies like PromoNet and TableXchange further strengthen DNA,” points out Mr Nieman. PromoNet intelligent couponing identifies valuable players, targets both carded and non-carded players, links promotions to game-play and delivers promotions exactly where and when they are needed. TableXchange, meanwhile, brings the convenience of TITO to the table by both accepting and paying out with TITO tickets, allowing full two-way transactions compatible with existing casino TITO systems, increasing convenience for players and streamlining operations by virtually eliminating the need to replenish chips at table games. “We knew we would need promotional printing and certain things and our goal was to develop it,” says Mr Nieman. “And now we’ve acquired it.” JCM believes the current challenging market for Asia’s casino operators will drive demand for their products. “Historically this market has been more about attracting gamblers to the casino. Now it’s focused more on the efficiencies and the retention of the existing gamblers. So it is an exciting time for a technology company,” notes Mr Mishra. “And to that end whether it’s promotional couponing, whether it’s the interface between the bill validator and printer to make sure all of them are running optimally, “Historically this market has been more about attracting gamblers to the casino. Now it’s focused more on the efficiencies and the retention of the existing gamblers. So it is an exciting time for a technology company.” Kunal Mishra | JCM Global General Manager of New Business Development Tech Talk DNA, or Dynamic Network Applications, are bundled enhancement tools already incorporated in JCM ’s flagship iVIZION bill validator. these are the technologies they’re interested in today given the market conditions under which they’re operating. Asia is also set to experience explosive growth in electronic gaming machine capacity, owing to the market’s inexorable shift away from the VIP segment to the mass market and the upcoming opening of several major resorts onMacau’s Cotai district which are likely to receive a far smaller allocation of gaming tables than originally anticipated— requiring they fill the spaces with EGMs and finally get serious about marketing their slot and e-table offering. That obviously also presents a big growth opportunity for JCM. “We can only sell the same amount of bill validators and printers as the amount of machines that go out. There’s a finite math to that,” says Mr Mishra. “And that’s something we realize at JCM. So for us to continue to service the market, we have to be more innovative using the existing footprint we have. We have a tremendously large footprint on the printer side and on the bill validator side right now. “So what we are doing is working with our operator partners, asking how we can help make the harvest that much more bountiful for our casino customers this year. And the more we do that, the more we focus on technologies to optimize the products, the better and better the products perform, the higher and higher customer satisfaction goes, and hopefully the more and more revenue that brings our casino customers.”