Macau’s gaming revenue is 6 times larger than Las Vegas with a clientele and massive workforces that are largely Chinese. Digital transformation focused on the teams of gaming, cage, security, surveillance, and audit resulted in reduced training, significant reduction of errors, increased regulatory compliance, and real-time transparency of business opportunities and risk. The transformation also allowed for the holistic integration of other resort services such as hotel and dining.
A significant portion of VIP gaming relies on credit services. Digital transformation enabled rapid and accurate electronic issuance and buy back of credit (Markers and Rim Credit) within the bounds of approved limits. Patron satisfaction and pace of play are greatly enhanced.
Crown Resorts is the largest entertainment complex in Australia and has co-innovated with us to transform customer engagement through a variety of mobile initiatives serving both resort guests as well as resort staff. One such initiative transformed the sign up of new gaming loyalty members that resulted in significant increases in sign up using mobile and image recognition technology integrated with their CRM and patron management systems.
In Macau’s competitive landscape for Chinese visitors, we leveraged social media with real-time trigger based offers to direct physical traffic into the entertainment complex for a digital transformation of end to end marketing. From there, conversion funnel focused gamification drove loyalty program sign ups which allowed a closed loop re-targeting of return-visit incentives.