Acres Manufacturing, a leading casino loyalty and technology developer, recently introduced a key new feature of its Foundation HQ casino management system (CMS), which allows players to digitally enroll in casino loyalty programs in approximately ten seconds while at the slot machine.
A recent Acres study highlighted that the current player enrollment process utilizing legacy, decades-old CMS technology costs casino operators approximately $5.0 billion annually, or roughly 7 percent of casino slot win, thanks to unnecessary costs and lost revenue. The legacy technology also impairs casino operators’ ability to optimize engagement with current loyalty program members and attract new players.
Foundation HQ’s ability to detect and rate all uncarded play is a central component of the solution’s ability to quickly enroll new members. During an uncarded play session, Foundation HQ displays a Play Code on the 7-inch TSD display installed on the game. Each Play Code is unique to a specific gaming session and appears in the form of a text or QR code that can be texted, scanned or entered into a mobile website. This instantly creates a new account, with the player’s phone number or email address serving as their unique loyalty program account ID.
Enrolling new members today is a challenge for the land-based casino industry, which uses decades-old loyalty technology from CMS providers such as Aristocrat, IGT, Konami and Light & Wonder. These legacy systems require a player to physically walk to a loyalty club desk and stand in line to receive employee assistance to enroll. Acres’ recent study showed that the industry burdens its players by making them wait in line for over 1.1 billion minutes annually while trying to enroll in the loyalty club, time that they could be playing at the slot machine.
Foundation HQ’s enrollment process also reduces costs in new member incentives by making them dynamic and proportional to a player’s value. As the value of an uncarded play session increases, operators can utilize the system’s data collection to analyze and increase the value of enrollment incentives to drive increased player engagement while also maintaining appropriate returns on the incentive offered. If the player remains uncarded at cash-out, data from the Play Code is embedded into the TITO ticket, allowing Foundation HQ to resume tracking of the uncarded session during subsequent slot play sessions.
“As the hallmark of any successful player loyalty program, the enrollment process must be made significantly easier for players than currently offered by legacy CMS solutions that are costing the industry billions of dollars in terms of lost revenue and higher expenses,” said Noah Acres. “Casinos that enable an easier process to enroll more players will have a competitive advantage. Foundation HQ’s ten-second enrollment process enables exponentially more player sign-ups which helps operators grow player engagement and retention.”
