That era of comping the nice-but-frugal blackjack player instead of the free-spending jerk may be coming to an end. VizExplorer, which provides operational intelligence solutions for casinos, has now also helped create what experts say could be a game-changing product.
VizExplorer’s tableViz tracks player bet activity in popular table games, including blackjack, poker and baccarat. It works similar to the hole card camera that jump-started TV poker more than a decade ago. The electronic eye, which is set in a semicircle from the dealer’s vantage point, picks up the number of chips and color from each player’s box, effectively tracking every bet, including side bets.
Casinos have long collected slot player data, which they have used to discern lucrative customers. But having actual data on how much a player bets at the tables has been a challenge for casino operators, notes Jeffrey Hoss, vice president of business development for VizExplorer.
“Right now, table games player rewards are managed from an intuitive standpoint,” Hoss said. To develop tableViz, VizExplorer partnered with ARB Labs, which provided its proprietary optical bet recognition technology ChipVue.
“The goal of tableViz is to take the guesswork out of rating players, and help marketing properly reinvest in table game players.” Hoss said. “And for the first time, operators gain truly reliable data about all table activity – including dealer speed and performance – to optimize revenues in the table game area.”
VizExplorer’s tools span gaming floor and profit optimization, marketing campaign management, player development and CRM, customer service and slot dispatch and management.
VizExplorer products have been installed more than 1,600 times at more than 600 casinos on six continents. Top clients include Choctaw Nation of Oklahoma and Foxwoods Resort Casino. The company is headquartered in San Diego, with offices in Las Vegas and Wellington, New Zealand.
