VizExplorer now has the muscle of Morgan Stanley Expansion Capital behind it, but will company executives put those more robust resources into providing solutions in the casino world? Or will they focus on businesses outside of gaming?
The answer: Yes.
VizExplorer, based in San Diego, made the strategic investment agreement public on Monday. A press release confirmed the plan, noting the arrangement “will allow VizExplorer to enhance its analytics platform for the casino industry, and deliver new solutions for additional verticals including manufacturing, entertainment venues and health care.” The company, which calls itself “a leading provider of operational intelligence solutions for casinos,” has made its name in gambling, but is now free to go elsewhere, as well.
“It muscles up the daily business operation,” says Jason Bonner, VizExplorer’s VP of product management. “This doesn’t mean VizExplorer is moving away from gaming. We see it as a way to accelerate our gaming solutions.
“We have our roots firmly in gaming, and we’re eager to take our learnings from casinos and expand our solutions to make them viable for other industries,” added Solange Jacobs Randolph, VizExplorer’s senior director of marketing and communications.
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.
The job VizExplorer has done in establishing its base so far is what piqued his interest, says Pete Chung, managing principal and head of Morgan Stanley Expansion Capital.
“VizExplorer has shown tremendous vision and discipline in its execution to date,” he says, adding that the idea is to “support the next chapter of continued success and … create value for all stakeholders today and in the future.”
(Translation: He thinks they’ll do well.)
That includes providing important technology to more than 600 casino properties across six continents. The technology gives operators new ways to view and act on their data, which drives efficiency and enhances profitability. VizExplorer officials note that the company has experienced more than 65 percent average revenue growth and a 13-fold increase in annual recurring revenue since 2013.
VizExplorer has been on a hot streak of sorts. Last week, the company announced that it has signed an agreement to deploy its marketing campaign management solution at Hard Rock Rocksino Northfield Park. Rocksino management sought to improve the casino/harness track property’s marketing campaigns to attract and retain the right players, while ensuring optimal return on marketing investment. Their campaignViz product simplifies player segmentation, streamlines campaign creation and analysis, and automates offer management and optimization.
VizExplorer also announced the deployment of three VizExplorer products at Washington State’s Suquamish Clearwater Casino Resort. Clearwater’s marketing department has started to use campaignViz to enhance its campaign management, player segmentation and reporting ability. Meanwhile, the slots team is using tools to visualize and optimize the performance of its 1,250-slot machine gaming floor with floorViz, and the company’s hostVizOps is being implemented so hosts can have mobile access to player data, real-time player activity alerts, and automated task management to streamline communication with VIP players.
