Gulfstream Park Casino in South Florida is has gone live with Gaming Analytics.AI, a collection of advanced artificial intelligence tools designed to improve decision-making, marketing and profitability.
“We were looking for a product that would allow us to more efficiently and effectively analyze the slot floor, improve marketing and more accurately forecast revenue,” said Gulfstream Casino Manager Dana Leibovitz. “GA’s easy-to-use and understand analytics capabilities, along with their prediction tools, were a perfect fit. Further, GA’s ability to recognize ‘fading’ players allowing us to react immediately was the icing on the cake.”
Lisa Siples, director of slot operations at Gulfstream, said, “We’re impressed with the number of features GA added in the last three months to assist casinos with various reopening strategies. Moreover, GA is so easy to use, and it’s blazing fast. What used to take hours and days to get information now takes seconds.”
With a casino located on two levels, conventional tools made it difficult to analyze the complex relationships and the differences between the players and products on each level.
California-based Gaming Analytics offers technology that analyzes volumes of complex data to recognize hidden patterns. This information provides daily recommendations about machines, visitation patterns, and the most effective marketing techniques and spend levels. Gulfstream received actionable recommendations to optimize their promotions, target productive customer segments, and improve the slot mix on each floor with game title changes, configuration changes, new machine purchases and more.
For Gulfstream Park’s marketing team, the software provides predictions of future player churn giving them the ability to make pro-active decisions to increase retention. Trends and predictions will help them identify the right player segments to target for their future marketing campaigns, and with a value-at-risk metric that will give them the confidence that they are allocating their marketing budget strategically.
Gaming Analytics.AI CEO Kiran Brahmandam said artificial intelligence and machine learning have helped the company develop a product that automatically gets better as customers use the application.
“Our recommendations are based on an extensive analysis of existing data from the customers slot and guest tracking systems, along with any other software systems available in their data warehouse. Once strategies are implemented, the system does analytics against the resulting recommendations to adjust methodologies, if necessary, for future improvements. It just gets better and better.”
For example, when the system identifies guests that are “at risk” based on their current and past gaming activity, the program will recommend marketing strategies for recovery. Those methods that worked best are then amplified for future adoption.
Gulfstream Park Casino uses a combination of the Bally SDS and CMP applications as their main slot system. Gaming Analytics.AI works with all major slot system providers. Most importantly, the system is easy to install and even easier to use. The learning curve is minimal as users can simply query GA with English-like questions like, “Which players are at risk this month?” or “what is the ideal denomination for this type of machine?”
It’s as easy as asking a question of Google, the company stated.
