OPTX Co-CEO: Adapting, helping operators and AI

Why is the ability to adapt so key in the gaming industry and how does OPTX aim to utilize this? 

The ability to adapt is important in the sense that our business is constantly evolving. It’s constantly changing and there continue to be new sets of data to analyze. In general, as in outside of the gaming market itself, consumers expect more tools and personalized experiences. OPTX helps operators adapt to the changing environment through the use of AI modeling, to create better guest experiences through various functionalities that look different for every operational department.

What kind of features does OPTX offer that help operators look towards the future? 

Depending on the department one may be in, OPTX offers several features regarding that outlook. One example would be our slot profit model, which provides insights and recommendations for games that an operator currently does not have on its gaming floor. Based on the demographics of the property, we think a certain game would do well. That’s a way for slot operators to utilize macro-level data across the entire North American market and make better slot floor decisions. 

If one was in player development, we have models that present daily top contacts for hosts. Essentially, we prioritize who the casino should be reaching out to, to ensure there’s no guesswork involved throughout the day. That helps build ROI for the property, because it is getting the benefit of the host reaching out to the best customers and not having to cipher through data or manual Excel spreadsheets. 

How does OPTX Tables and Table AI help showcase the innovation the company is currently working on? 

We’re really excited about our table product and bringing it to the market. We’ll be showcasing it at G2E and some of the things that operators can expect to see on that platform are real-time optimization, spread optimization and real-time game recommendations. 

It will provide the ability to better forecast and plan out scheduling for tables, but also show anomalies and insights into players, the games they are playing and what other games they may enjoy coming from tables to slots. The beauty of the OPTX platform is that we continue to innovate as well as adding different modules and verticals constantly. In this example, table games now get the benefit of all the player information and slot machine information we’ve already developed. We’re really excited to show this product at G2E. 

Previously, you mentioned OPTX closely monitoring the rapid growth of iGaming and sports sectors, do these releases connect with that?

There’s definitely more to expect from OPTX in those areas. Those areas will be completely independent in the sense that they will be their own module, but they will also be integrated into the entire platform. We’re excited about the future of iGaming. When we move into sports betting, it will be through the lens of collecting and operationalizing the data so it can be aligned with everything else we do. That’ll be from the player perspective and understanding total player value.  

Does OPTX take feedback mainly from operators that you provide products for, or from players too? 

All of our feedback is driven from our customers, which are the operators themselves. We’re also looking at the market. We look at trends, trade shows and see what is popular and trending to help shape our roadmap. Most of our roadmap is, by and large, driven by our current customers and what they’re looking for in a product.  

What more is there to expect for the remainder of 2024? G2E is the next landmark, but we release new product features every two weeks and some of those are minor feature enhancements. However, Q4 is going to be a massive quarter for OPTX in terms of new product features and releases. We have a lot of features that can be added to our existing modules customers have been asking for. There are many things planned in Q4 such as campaign automations and something that we call OPTX Flows, which is essentially creating automation and actions based upon different triggers within the data.

David Thompson

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