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VIP tracking
The introduction of facial recognition technology at slot machines and table games could provide a huge increase in casino revenue, according to a business pitch from one company.
would allow casino bosses to quickly identify optimal targets
Xallient, an IT consulting and security firm, said that using the tech to monitor and track high-value customers would allow casino bosses to quickly identify optimal targets for comps, cards, and other preferential treatment.
The product, called Casino Eye-D, was first displayed at the 2024 Global Gaming Expo in The Venetian in Las Vegas. Since then, Xallient says the rollout process is well underway at several major casinos, with announcements to take place later in the year.
Revenue boost
At present, casinos only track an average of 15% of players, and 45% of gaming revenue. Xallient estimates that Casino Eye-D will allow casinos to boost that rate to 99% of players and 95% of revenue.
“If (a casino) can rate all uncarded play and convert the most profitable non-members into members, just think about how the gross gaming revenue can increase,” said Mallika Patel, Xallient’s vice president of product.
In addition to the extra gaming revenue from increased participation in loyalty schemes, the tech will also eliminate card-sharing, which can have a severe impact on the profitability of such programs.
Xallient has long been a pioneer in facial recognition technology, specialising in providing miniature tech capable of running even on devices with very low power.
We fit this AI tech into the cameras on extremely low-cost chipsets”
“All the hard work is being done on the camera itself. We fit this AI tech into the cameras on extremely low-cost chipsets,” said Patel.
Alternative uses
The technology could also be used for other purposes beyond simply rating and comping high rollers. The device is fitted with an AI which also purports to track the mood of patrons as they play. The feature has been billed as a tool for compliance in overseas territories, but in the US is more likely to be used to further increase revenue.
Other uses included being used instead of keys for hotel room doors and being used to access VIP lounges, members areas, and other exclusive benefits awarded to high roller patrons.
The names of the operators set to roll out the technology are yet to be revealed, but with visitor numbers to Sin City in freefall, casinos will likely welcome the move to squeeze their most profitable customers a little harder.
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