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Glitz, glamour and ... geeks?

Susan Tsang | Aug. 20, 2008
Casinos have long been associated with glitz and glamour, but with IT systems becoming critical for the gaming industry, Susan Tsang reports that the 'geeks', and their handiwork, are becoming increasingly entrenched in Asia's 21st century gaming palaces.

Data integration systems can collate data from nearly anywhere in a casino resort, from credit card payments in the gaming centre, to the type of services used in a spa.

So important is knowing the customer that other systems can link into it. For example, Pechet thinks the surveillance system could feed into CRM-related marketing and promotional services.

Eye movements

"A sign might be activated when a customer passes by a camera with the help of integration with video analytics. The system can be used to adjust digital signage based on changes in a customer's level of interest, which can be tracked by analysing the customer's eye movements. Digital analytics can identify a person's age and sex, allowing the casino to change a sign's content to fit the demographic." 


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