What does OPTX do?
OPTX is a casino data platform. We sit on the disparate systems and collect the data in a unified way and present it to users in an easy to digest and actionable way. So for the three different departments: we have slots, we have marketing, we have player development, and for each of these areas we have artificial intelligence models that layers in throughout the features and functions of the product.
One of the questions we need to ask is what’s our USP, the one thing that makes people buy our product? And that’s the magic of OPTX, much of the platform can solve operational challenges in very individualized ways. The reality is the data foundation for all of these departments is exactly the same, so what we have done is operationalized it in one single platform. You don’t have to worry about the left hand not talking to the right hand. The answer to what causes one person to buy a product isn’t that simple, it depends on who’s using the product.
Where do you see OPTX’s technology fitting into the future of gaming?
When we think about creating sustainable advantages and experiential products you think about your technology and how it’s going to help the operator do that. It all comes back to data. There’s going to be no shortage of incremental data around your players and around your machines. The major manufacturers are realizing that the operators want access to the machine level and transaction level data, so I think you’re going to see the large vendors offer that up.
Once operators have access to that data, what are they going to do with it?
They need a tool like OPTX to ingest it and to operationalize it for them. We are in a perfect position to collect that data and use it in a meaningful way for the operators to help them create sustainable competitive advantages.
Every operator wants this 360 degree view of the player, but the reality is capturing all that data at the point-of-sale or lodging system is very challenging. It requires multiple SOPs, systems and technologies. With better data you can create a better guest experience, it’s that simple. You need a tool like OPTX to do that. We’re positioned perfectly for that and you’re going to see a lot more competition, which I think is good as it makes us all better.