Inside Asian Gaming

G2E ASIA 2018 SOLUTIONS SHOWCASE via pre-defined customer pages on web or mobile app to monitor their recent offers, messages, bonus and loyalty updates or search through their promotional history. Event-based messages such as e-mails, SMS or push messages are also handled by iCore, providing quick feedback to the customer and ensuring new rewards are offered as soon as the customer is eligible for them, even during gameplay. Most importantly for the operator, the data collection portion of the CRM system grows at the same rate as the gaming operation. According to the UNLX Gaming Research and Review Journal, only the most competitive CRM systems contain the following product functionalities: • Provide customer service through customization • Segmentation players based on a value scale • Targeting players with appropriate offers and promotions • Sharing player information across the enterprise • Improving cost management • Increasing profitability As we have seen in Japan, Brazil and other similar markets, legislative and economic priorities call for the creation of integrated resorts as a condition to promoting a national gaming industry. In a 2015 report, PWC confirmed tourism visits increased by 400% since the launch of IRs in Singapore, meaning that smart promotions were imperative to driving player activity. The two casinos in Singapore engage in a hyper-competitive player marketing strategy, which creates the necessity for a multi-channel CRM system to optimize marketing initiatives. CRM FOR CASINO OPERATOR BENEFITS • Unified 360° customer view to show all property activity in one central profile • Dynamic customer segmentation on their activities for personalized offers • Centralized marketing automation with rules-driven bonusing and loyalty • Award customers in real-time while they are engaged at your property • Cross-selling between hotel/resort, slot/ table games and food and beverage. Comtrade Gaming is a high-end software and technology supplier to the gaming industry delivering open platforms, systems and services for land-based and online sectors. Comtrade Gaming’s strengths are the development of technology solutions based on industry standards and legislative requirements. As competition between operators continues to increase, the capability of their CRM systems will be the differentiating factor in how they improve their GGR. Harrah’s pioneered a hugely successful CRM in 2003 INSIDE ASIAN GAMING MAY 2018 94