Inside Asian Gaming

IAG MAY 2019年5月 亞博匯 79 T he true art of modern loyalty tools is not just to transform a wide source of data into valuable information and align it with a promotional budget but react in real time to enhance and optimize customer behavior. The data collected should be used in such a way as to design the player journey throughout their stay while being able to adapt to their behavior. Only this way are we able to create a modern, visionary loyalty club. CRM and predictive analytics applications should be the primary tools of operators to discover and fine-tune their complete program to maximize their pricing, marketing and business strategy. The mentioned tools should be optimized mutually with vendors to be able to predict the player’s behavior and achieve the best results. In 2019, the era of FAANG (Facebook, Apple, Amazon, Netflix and Google) and BAT (Baidu, Alibaba and Tencent), the old fashioned casino systems are not in line with the newest technologies. Operators should move away from manually creating the list of players to be able to make efficient individual 現 代的客戶忠誠度工具的真正用處，不只在於把從 不同地方收集到的數據變成寶貴的資料，並與宣 傳預算作配合，而是要實時地作出反應，以改善 及優化客戶行為。那些收集到的數據，應該用於 為到臨設施的客戶設計整套在設施中的體驗過 程，同時又可以配合到他們的行動。只有這樣，我們才能創造出一個既 現代又有前瞻性的會員計劃。 客戶關係管理及預測分析程式應該成為營連商的基礎工具，用來 查明及微調他們的程序，以充分發揮他們的定價、市場推廣及商業策 略。這些工具應該與供應商一同優化，以成功地預測玩家的行為及達 至最佳效果。 在2019這個FAANG（Facebook臉書、Apple蘋果、Amazon亞馬 遜、Netflix及Google谷歌）和BAT（Baidu百度、Alibaba阿里巴巴及 Tencent騰訊）的年代，舊式的娛樂場系統已經與最新的科技脫節。 營運商們都應該遠離那種需要人手創設玩家名單，從而有效地對 個人作出宣傳的做法。他們應該立即行動，與他們的玩家接觸，並給與 他們有意義的獎賞及獎品。通過最新的科技，我們可以由角子機得到 實時數據，然後設計出自動的獎賞機制，卻又不需要在每一部角子機 中加入額外的硬件。 而Comtrade Gaming那G2S（Game to System遊戲至系統）就能 為以上問題提供解決方案。 科技談