Chapter_11-Technology In The Casino Industry.pdf

PowerPoint Presentation 03/01/2014 1 Copyright ©2012, 2005 by Pearson Education, Inc Upper Saddle River, New Jersey 07458 • All rights reserved1 Technology Strategies for the Hospitality Industry, 2nd[.]

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Technology Strategies for the Hospitality Industry, 2nd ed.

Peter D Nyheim and Daniel J Connolly

Technology in the Casino

Industry

Chapter 11

DEFINITIONS

• Although technology has had an impact on

all areas of casino operations, the greatest

impact has been on the slot floor

• When someone within the casino industry

speaks about the slot floor, they are

referring to the area of the casino which

offers electronic gaming devices

– These devices are grouped in rows on the same

cabinet base called banks.

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DEFINITIONS

• The cashier cage is the location on the

casino floor that acts as the hub for all

activity related to cash and cash

equivalents

– Cash is coin and currency distributed by the

U.S government as legal tender.

DEFINITIONS

• The cashier cage is also responsible for the

drop

• The term drop has more than one definition.

– The context of the discussion determines which

definition is in use

• The most common definition refers to the money

which the casino collects from its players

• It is the money wagered and lost.

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DEFINITIONS

FIGURE 11-1 The Drop Team Pushes a Cart Like This One around

the Casino as It Collects the Drop Boxes from Table Games and Bill

Validators from Electronic Gaming Devices

DEFINITIONS

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ELECTRONIC GAMING DEVICES

• The introduction by Bally of electromechanical

machines in the 1960s signaled a significant

change in slot machine technology

– The mechanical switch which allowed handles to be

pulled became an electronic sensor

– This sensor performed better because it could detect

counterfeit coins, otherwise known as slugs

• Larger payouts were possible and more payouts

could be made without the assistance of slot

department employees.

ELECTRONIC GAMING DEVICES

• Slot machines were offered primarily as an amenity

by casinos

– Table games generated the majority of revenue and

were considered more glamorous

– Certainly, it took more skill to play “21” or craps than it

did to pull the handle of a slot machine

• Initially men gravitated towards the table games

– To keep male table games players gambling longer,

casinos installed slot machines so the wives and

girlfriends of these players would have something to do

• If they were occupied, they were less likely to drag their husband

or boyfriend away from the tables.

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TICKET IN, TICKET OUT

• The most significant innovation, however,

has been Ticket In Ticket Out

– Otherwise referred to as TITO, Ticket In Ticket

Out has revolutionized the slot department

• The capability of the devices now allows for

bill validators to be installed so that

customers can insert bills instead of coins.

TICKET IN, TICKET OUT

FIGURE 11-2 Ticket In Ticket Out Technology Has Transformed Customer Service, Casino Financial

Control, and Slot Department Job Descriptions

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FILLS

• The table games supervisor accesses the

computer in the pit

– He requests a fill by completing an on-screen form.

• The computer automatically notes the date, time,

pit, and requesting table games supervisor

• The cashier cage receives the notification

instantaneously

– The cashier goes about filling the request while he or

she waits for the security officer

• The dispatch desk notifies the security officer to

report to the cashier cage to complete a fill

– The officer is also told which pit is requesting the fill.

PLAYERS’ CLUBS

• With the advent of electromechanical

machines and then electronic gaming

devices, the computerized capability allowed

for the development of players’ clubs.

– A customer signs up for a casino’s players’ club

either in the casino or online

• The casino issues a plastic card similar to a

credit card with a magnetic strip on the back

– The front displays the player’s name and

membership number.

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PLAYERS’ CLUBS

FIGURE 11-3 Every Casino Has a Players’ Club to Encourage Players to Return and Spend More Money

RADIO FREQUENCY IDENTIFICATION

• RFID is a chip which emits a radio frequency

– It can be coded to identify the denomination, casino, and

other information

• By inserting an RFID chip into each chip of the

casino, the casino can monitor the movement of

each chip.

• Sensors at the table games will know when a chip

is in play and whether it won or lost by reading its

position

– If it moves from the player’s area to the betting circle, it

is in play.

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CUSTOMER RELATIONSHIP

MANAGEMENT

• As we discussed in Chapter 9, customer

relationship management is familiarly referred to

as CRM

– Just as in hotels and restaurants, CRM is a popular topic

for casinos today and arguably done to a higher degree

• Casino companies invest a lot of resources into

identifying customers and cultivating a relationship

with them

– The purpose is to establish loyalty with a customer so

his or her preferred casino experience is the hosting

casino.

SURVEILLANCE

• Surveillance is the department of the casino

which watches all the other departments to

ensure that procedures are followed

– If everyone follows procedures correctly, the

integrity of controls is maintained

• Adequate controls are needed to prevent

customers from stealing cash and cash

equivalents and employees from embezzling

the same.

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SURVEILLANCE

FIGURE 11-4 A PTZ or Pan, Tilt, Zoom Camera Can View More of the Casino Floor Than a Fixed Camera

SOFTWARE IN THE ENTERPRISE

• The casino uses software like all

businesses

– Advances in back office reporting, utility

monitoring software, communications

capabilities, and so on, all add to the efficiency

of the modern casino.

• Given the size of modern casinos,

particularly in larger markets,

computer-driven software is essential to operating

these properties.

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FIGURE 11-5 CityCenter in Las Vegas Is

the Latest Example of a Casino Development Whose Size Requires an Extensive Use of Technology to Manage and Operate

FIGURE 11-5 (Continued)

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FIGURE 11-5 (Continued)

Tiêu đề	Technology Strategies For The Hospitality Industry
Tác giả	Peter D. Nyheim, Daniel J. Connolly
Trường học	Pearson Education
Chuyên ngành	Hospitality Industry
Thể loại	sách
Năm xuất bản	2014
Thành phố	Upper Saddle River

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Số trang	11
Dung lượng	567,6 KB