VizExplorer is in the information business, and the easiest illustration of what it can do is visible at a blackjack table.
The company, in partnership with ARB LABS, has created a solution to an eternal problem: How to track how much table games players wager. VizExplorer showed the product at last fall’s G2E at the Las Vegas Sands, under the title tableViz with ChipVue. Proprietary optical technology provides reliable bet recognition data, which helps the operator optimize the gaming floor and helps casino marketing more effectively rate their players. (No more guesstimating.)
But VizExplorer, which calls itself a leading provider of operational intelligence solutions for casinos, does more than that, as it plans to show this week at the Indian Gaming Tradeshow and Convention in Las Vegas.
“Our job is to make data accessible and streamline information to our customers,” said Jason Bonner, VP of product management for the San Diego company. “Our job is to present data when they need it, how they need it, to do their jobs better.”
To illustrate the team’s approach to product development Bonner points to a project known as The Golden Record Solution, completed to help the NBA’s Milwaukee Bucks better identify who their loyal fans. The result enabled the team to have reliable customer records that inform better sales and marketing decision-making. The data also allows the team deeper customer segmentation using the valuable insights created.
At NIGA this year, VixExplorer will officially announces its Golden Record Solution for casinos, designed to give operators a complete view of their players across gaming and non-gaming areas of the business. Additionally, the offering helps overcome the challenge of fragmented customer databases due to modern casinos’ dependence on multiple distributed systems to manage their operations.
For example, in practical terms, a player who visits a property and spends $500 at the casino, then enjoys a very pricey steakhouse dinner, and heads to the property’s upscale spa provides a trail of evidence of preferences based on the activities and associated spend.
“With that information, a savvy marketer can do much more interesting and meaningful targeted offers,” Bonner said. “So now I can definitively say this $500 player on the floor is worth $1,500 because they spend $1,000 elsewhere. And we have customers who like this solution because they recognize how important it is to understand total customer value, and how this knowledge will impact the effectiveness of their marketing, he added.
Those attending NIGA’s Indian Gaming Tradeshow and Convenntion in Las Vegas this week will get plenty of VizExplorer:
VizExplorer founder and chief technology Andrew Cardno and the company’s chief data scientist, Ralph Thomas, will lead a session at 11 a.m. Tuesday called “Big Data & Gaming: Learning to Love Math.”
Thomas also will speak at 11 a.m. Wednesday on “Behavioral Analytics: The Path to Personalization” and Cardno is set for 4:30 p.m. Wednesday discussing “Protecting Tribal Data in the Age of the Data Breach.” Cardno also is on a panel at 2 p.m. Thursday, “Big Data and Analytics on the Casino Floor.”
The company also very proud to be this year’s title sponsor of the annual NIGA Cultural Reception, held the evening before the exhibition floor opens, from 5-7 p.m. on April 18 at the WestGate Hotel’s Paradise Events Center. Later the same evening, VizExplorer will co-host a customer reception with industry vendors ImagineThis and Interblock.
VizExplorer will be at Booth 329. Read more and book a demonstration in advance at VizExplorer.com/NIGA.
