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The slot machine long ago shed its one-armed-bandit image.
Soon, your thumbprint will be the only thing the device needs to
tap all sorts of information about you.
The casino of the future will know your favorite games and when
you are most likely to play them. It will recall your favorite
meals and what designer labels you prefer in casino clothing
shops. And it will track the car you arrived in and whether you
are staying overnight.
Such technology isn't too far away. A completely wired casino,
where various computers talk to one another to monitor a
customer's every move, represents the next wave in the high-tech
world of casino gambling.
"Through interlinking of technology, casino managers are
going to have a 'God's-eye view' of their casino floor," said
Alan I. Kalb, a patent attorney at Atlantic City, N.J.-based
Cooper Levenson, which specializes in helping gaming regulators,
manufacturers and casino owners work in sync.
But some think casinos may be privy to too much information.
"The public authorities that regulate casinos should
scrutinize the content, and the actual data, that is being
collected on players," said William Thompson, who teaches
courses on gambling at the University of Nevada-Las Vegas. He
testified in Harrisburg last year on the economic impact of having
slot machines in Pennsylvania. "There is an invasion of
privacy, even if the information is given voluntarily."
At the forefront of this brave new world is the bank of slot
machines that makes up the majority of revenue - 73 percent of
last year's $4.5 billion gaming industry in Atlantic City.
There will soon come a day where player tracking cards -
introduced more than 20 years ago to record every customer's
gaming habits and preferences - will become obsolete.
The machine will recognize you by your thumbprint. Industry
experts say the technology is available in other industries now
and has the potential to be applied to the gaming industry within
five years.
"Certainly, the industry is exploring that kind of technology
for game play and security application," said Ed Rogich, vice
president of sales marketing for International Game Technology,
one of the world's leading manufacturers of gaming devices and
software systems, with 70 percent of the U.S. market.
"Computer technology, wherever it's being applied, can
eventually be used in gaming."
Last summer, the Pennsylvania General Assembly approved gambling
legislation to allow for 61,000 slot machines in 14 venues
throughout the state.
Pennsylvania is in position to get the latest and greatest in slot
technology.
Operators of Pennsylvania slot parlors may have a competitive
advantage because they do not have to retrofit an older casino,
Kalb said. "They can start right from day one and build a
custom casino incorporating all of the techno-goodies that would
make any slot manager blush," he said.
Rogich said the impact of computer technology on slot machines
could be seen in the use of more vibrant colors, better animation,
streaming video and 3-D imagery. He said that, within three years,
operators would have the ability to download games to their floor
from a central computer.
"The technology has just really followed the computer
industry, following the demand for capacity, memory and
connectivity," he said.
The $1.1 billion Borgata Hotel Casino & Spa is at the
forefront of this new frontier, as Atlantic City's most
technologically advanced casino. Its $50 million technology
infrastructure has forced the other gambling houses in town to
play catch-up.
The casino is completely wired, integrating more than 120 software
programs from more than 60 vendors to track everything from hotel
occupancy to wardrobe inventory, using chips sewn into dealers'
uniforms.
"When a customer walks into the Borgata, it feels like one
large experience," said Dave Farlin, vice president of
information technology at the hotel casino.
The casino won the Larry Cole award in November at the Gaming
& Technology conference in Atlantic City, named for one of the
founders of coinless ticketing. The Borgata opened July 2, 2003,
with all 3,600 slot machines on its gaming floor using ticketing
technology - a precedent for this seaside gambling resort.
With a coinless machine, a bar-coded ticket with credits prints
out. The ticket can be used on a different machine, cashed out at
a cashier's cage or used on another visit.
For Sherry Photis, 55, of Marlboro, N.J., the coinless slot
machine is "instant gratification."
"It's cleaner and quite a time-saver," said the retired
elementary-school teacher, and a regular at the Borgata. "Out
comes that ticket, and I pop it into the next machine."
For casino operators, the coinless technology means less downtime
on the machines, resulting in more revenue. It also means lower
labor costs by eliminating the need for someone to fill coin
hoppers.
"It's not only saving money, it's more about how we analyze
ourselves and how we can take advantage of trends," said
Larry Mullin, the Borgata's chief operating officer.
Under the state gambling law, Pennsylvania can implement
stand-alone slot machines, like those used in Atlantic City. Each
machine is equipped with a microprocessor to determine the game's
outcome.
Through the use of a player card - a magnetic-striped card that
looks exactly like a credit card or ATM bank card - the Borgata
records all the customers' "play," or activity at a slot
machine, which gives management a tremendous amount of information
about their preferences and patterns.
"I like the lights and sounds of the game," said Jack
Mato, 59, of Ridley Park, Pa., who comes every other weekend. On a
recent Sunday, he played his favorite, "Winning for
Dummies," a 50-cent slot game. "It's exciting."
The Borgata's integrated systems provide managers real-time data
every two hours on customer volume. They also get an accounting of
every dollar that goes into the slot machines.
"We don't wait until the end of the month to see how we
did," Farlin said. "We get a very accurate snapshot on a
daily basis of all of our revenue and expenses."
The casino has 142 programmable plasma screens across the gaming
floor, in elevators and inside its bars, restaurants, and
nightclubs that change video images instantly, and have replaced
posters to market entertainment attractions and slot winners.
The increase in the availability of data, via the player cards,
has enabled managers to be more innovative in luring and retaining
customers.
For instance, the Borgata offers promotional slot dollars for
coming on certain days, or times of the day, and a player who
inserts his card into a machine can easily download the
complimentary slot dollars.
"This gives us the ability to incentivize customers to come
during the hours that we want them to come, and when they're most
likely to come," Farlin said. "From the customers'
standpoint, it frees them up from having to carry coupons or
clippings."
The Borgata is the first casino in Atlantic City to highly
automate valet parking. A computerized system takes down a
customer's name and license-plate number, snaps pictures of the
vehicle and assigns a space closest to the next car to be picked
up. It re-enters the information automatically, using
license-plate recognition, whenever the customer returns.
All the new technology is intended to enhance customer experience,
said Thomas Platt, director of William Ryan Group Inc., a
developer of gaming software. The firm provides software to 13
gambling resorts, including Atlantic City.
Platt said casinos of the future would use more full-color and
touch screens to replace manual dials. He anticipates that even
table games will offer a "fully integrated table
environment," with automatic card shufflers, and wagers
occurring in real time.
"The customer is the focus of all of this interaction,"
Platt said. "The casino is going to be able to anticipate and
fulfill your desires before you even think of them."
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