VizExplorer, a leading supplier of data-based revenue solutions for casinos, made several corporate announcements last week, beginning with the news of its completing a strategic investment round by Morgan Stanley Expansion Capital. The investment will enable VizExplorer to scale business operations, enhance its analytics platform for the casino industry, and deliver new solutions for additional verticals including manufacturing, entertainment venues and healthcare.
Morgan Stanley Expansion Capital is the growth-focused private equity platform within Morgan Stanley Investment Management. VizExplorer was previously owned by Endeavor, which will continue to have a minority investment in the company.
VizExplorer provides technology to more than 600 casino properties across six continents, giving operators new ways to view and act on their data to drive efficiency and enhance profitability. With the support of Endeavor, VizExplorer has emerged as a leader in the real-time analytics and operational intelligence category, experiencing more than 65 percent average revenue growth and a 13-fold increase in annual recurring revenue since 2013. VizExplorer has approximately 150 employees in its offices in San Diego, Las Vegas and Wellington, New Zealand.
As a result of the investment, Morgan Stanley Expansion Capital becomes VizExplorer’s strategic investment partner. VizExplorer will invest in and leverage its unique, patented technology to provide sophisticated analytics, data visualization and operational intelligence solutions that drive revenue and efficiencies for its customers across industries.
“We are thrilled to have Morgan Stanley Expansion Capital’s fund as an investor in VizExplorer,” said board members Ian Bonner and Ron Frankel in a statement. “We believe that their investment will allow us to continue to innovate on behalf of our casino customers, build on our market momentum, and accelerate our ability to deliver new solutions for gaming and other industries.
The supplier followed the investment announcement with the launch of a new product, the Golden Record solution for casinos.
Already scheduled for deployment at two large tribal gaming properties, it is designed to help casino operators unify their customer records and understand the total value of a customer based on activity across the entire business.
Casinos typically consider the value of their customers from a gaming perspective, yet the overall value of a customer expands as gaming properties add hotel, spa, retail and other entertainment amenities. For operators, the Golden Record solution offers the unique ability to connect player activity across disparate data sources without the reliance on a loyalty card or player identification system. It offers a complete, detailed and accurate player profile based on spend and activity across gaming and non-gaming areas of the business to improve the efficiency, performance and profitability of operators’ sales and marketing efforts.
“We originally developed this solution for the Milwaukee Bucks to identify singular representations of their fans from among their multiple and disparate owned and third-party systems,” said Jason Bonner, VizExplorer’s vice president of product management. “Now we’re taking these findings back into the casino environment and delivering operators’ access to measure their customers’ value across other dimensions of their business, not just gaming.”
“We’re solving a critical problem for modern businesses that rely on multiple data streams to manage operations,” said VizExplorer CTO and Founder Andrew Cardno. “Our unique matching algorithm adds new non-gaming data to complete the player record that we believe is compelling to casino marketers seeking new ways to entice players back to the property.”
Finally, VizExplorer announced two new contracts with Native American gaming clients. The company announced that it has signed an agreement to deploy its most advanced player development solution at Tulsa’s River Spirit Casino Resort, one of the largest gaming floors in Oklahoma.
With the new hostVizOps, hosts gain new functionality that makes it easy to coordinate with marketing to manage events and track attendance and performance, submit hotel reservation requests for VIP guests, and speed comp request and approvals––all from within the mobile app.
“We’re eager to see the impact of a CRM and sales enablement tool working with our current floor and marketing products from VizExplorer to give us a more complete view of our business,” said Ken Maguire, director of marketing for Muscogee Creek Nation Casinos.
The company also announced that it has signed an agreement to deploy its packaged operational intelligence solutions at Native Lights Casino and Tonkawa Hotel & Casino, operated by the Tonkawa Tribe of Oklahoma.
Between the two casino properties, the tribe oversees more than 1,000 slot machines on nearly 44,000 square feet of gaming space. Seeking to optimize profitability at each casino, Tonkawa selected VizExplorer’s packaged solution to deliver a core set of functionality intended to optimize gaming operations, manage marketing campaigns and improve player development efforts.
“We are excited to have a complete enterprise analytics suite scaled to the size of our operation that includes floorViz, campaignViz and hostViz, and look forward to the impact of these solutions on our overall efficiency and profitability,” said Russell Martin, president of Tonkawa Tribe of Oklahoma.
