Inside Asian Gaming

G2E ASIA 2018 SOLUTIONS SHOWCASE Tripling stock price in five years: An argument for CRM systems Comtrade Gaming’s iCore: Engagement Edition is an industry leading Customer Relationship Management tool that enhances the player experience while collecting highly useful data. I N the casino industry, Harrah’s is recognized as having the most loyal customers. Before CRM systems were a necessity, Harrah’s pioneered a customer loyalty program and found that by uncovering player habits and personal preferences, they could gain an unchallenged competitive advantage. As a result of their CRM integration, a player rewards campaign was created and then based on a ranking system, which inspired players to spend more money in order to qualify for more lavish perks and benefits. In a report published by the University of Mississippi, Harrah’s’ CRM was able to discover that 26%of their gamblers generated 82% of GGR, proving that their advantageous high-rollers were not as profitable as the retirees with disposable cash who preferred playing slots. The operator credited three tools that contributed to their competitive player insight: strong data mining, predictive analytics and segmentation tools – all of which still remain a priority in today’s advanced CRM technology. After adding an additional 40 casino integrations in three countries, Harrah’s CRM network allowed them to generate more than 20% growth and customer expense increased 9% following the loyalty program. At a time when the market value of the casino industry as a whole was down by more than 25%, Harrah’s stock price almost tripled within five years. Coincidence? We think not. With a market of increased options and increasing player demands, casinos have since incorporated CRM as a necessary method of survival. As competition between operators continues to increase, the capability of their CRM systems will be the differentiating factor in how they improve their GGR. Managing customer acquisition and By Igor Rus Director of Systems, Comtrade Gaming INSIDE ASIAN GAMING MAY 2018 92