Acres Manufacturing has integrated a new feature in its casino management system [CMS] that will enable players to digitally enroll in loyalty programs right at a slot machine in about 10 seconds. The CMS program, Foundation HQ, plans to replace ‘decades-old’ technology, which a company study found can cost operators up to $5bn a year.
The casino supplier aims to optimize player engagement for casino operators by attracting new players and enrolling them faster. According to the Acres Manufacturing study, the revenue lost from slower, legacy technology could also equal around 7% of a casino’s slot win.
Foundation HQ works to detect all of the uncarded players and rate their activity as part of a central system component. Either a text or QR play code is displayed during every uncarded session, specific to that game, which the player can enter online in order to immediately create an account.
Players use their phone number or email address as their loyalty program ID and can enroll without leaving the game they are playing. Older systems may require players to find a loyalty club desk and wait in line to receive enrollment assistance from a casino employee.
Acres Manufacturing’s study, as part of the creation of this technology, also showed that players are currently standing in line for over 1.1 billion minutes each year during loyalty club enrollment processes. If the player has not enrolled by cashout, the play code data is embedded into the TITO ticket, which lets Foundation HQ track the next player’s slot session.
Noah Acres said, “As the hallmark of any successful player loyalty program, the enrollment process must be made significantly easier. Casinos that enable an easier process to enroll more players will have a competitive advantage.”
