Inside Asian Gaming

G2E ASIA 2018 SOLUTIONS SHOWCASE retention is simplified with CRM systems since they integrate all player spending and behavioral data across multiple touchpoints and channels. Industry-leading systems are designed to track events as they happen, such as hotel room reservation or casino activity, and store new information for customer profiling and awarding opportunities. One of the newer systems leading the CRM pack is Comtrade Gaming’s iCore: Engagement Edition – a growth opportunity for casino operators. The product addition upgrades slot machines into a promotional channel that communicates personalized incentives, venue promotions and player account information on the game screen. Additionally, it enriches the player experience on G2S standardized gaming machines using an award engine with predictive modeling to evaluate and communicate bonus eligibility in real-time. Casino operators need to target a particular and growing market segment within the land-based industry and CRM systems provides a straight-forward and elegant way for operators to engage and reactivate all player segments. Casino CRM as an omni-channel solution (as is Comtrade Gaming’s iCore extension) displays all activity information “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.” Comtrade Gaming’s Director of Systems, Igor Rus MAY 2018 INSIDE ASIAN GAMING 93