OPTX was founded in 2019 by casino executives, and provides recommendations and player data to casino operators. Rafferty spoke to Gaming America on the impact of OPTX’s growing customer base on the company’s expansion.
OPTX had a great H1 in terms financial stability. What growth have you experienced as a result?
We have seen a tremendous increase: over the past 12 months, we have seen triple-digit growth in signed customers. So, we are expanding exponentially. Our customers operate some of the highest performing properties in the country, which continues to validate the accretive value that the OPTX platform has for our customers.
What has been OPTX's biggest challenge in 2023?
Our biggest challenge has been keeping up with the incredible demand and scaling operations to meet customer aspirations. We’ve been privileged to see a surge in the adoption of our products and services, which I think is a testament to the hard work our team has put into innovation and quality assurance.
To address those challenges of growth, we’ve invested in our infrastructure, bringing in the best talent and streamlining our processes. We’ve focused on fostering an internal culture of continuous learning and adaptation as well as on collaborating closely with our customers.
We can, not only identify and adapt to what their needs are, but also find opportunities for our product to really deliver. We’re really grateful for the trust and the support from our customers.
Tell us more about the learning opportunities you've made available...
Internal learning opportunities make sure we are not just educating individuals, but educating our entire team on the product and how it’s impacting our customers: where their usage is, where they’re finding efficiencies and where they are not.
By educating the whole team, it really fosters this culture of innovation, because you’re establishing a rapport with your team. Everybody’s a contributor. We need each team member to know these things, because we believe they have valuable input to provide.
It’s something that we’ve always done that gets more important the faster we grow. We are working with lots of different feedback and lots of new customers. The only way to address those challenges is with the contribution of everyone on the team.
What is OPTX's highlight of the year in terms of software development?
Every aspect of our platform continues to improve. We have a broad platform with multiple modules attached; those modules are what we provide to customers. We’re always working to bring out new modules, like OPTX dispatch and OPTX slots. We’re also tirelessly working to bring enhancements to our current products and invest in AI models.
How has OPTX tailored its 2023 technology to make day-to-day casino operations more effective?
We’re excited to announce advancements slated for release later this year at the heart of our next generation slot department software. It's an advanced AI driven recommendation engine, trained on vast data sets and fine-tuned to understand the nuanced needs and patterns of slot operations.
This technology will empower operators and customers with actionable insights to make data-driven decisions faster and more effectively. What sets our platform apart is the seamless integration of AI recommendations with actionable tools.
Once the AI presents a call to action, operators won’t be left with the suggestion; they’ll have the actual tools and features at their fingertips to execute on that recommendation immediately. We believe that the synergy between human decision making and AI-generated insights will revolutionize the way slot departments operate.
Our new platform aims not just to inform but to actively assist in driving optimized outcomes, ensuring that operators are always a step ahead in this dynamic environment. That thesis travels across all of our products, not just slots.
What software updates and new products are in the works for 2024?
We will have many new products in 2024, which will help operators efficiently from everywhere across the entire the entire range of operations for a casino. So, we have lots of new products coming, but they’re going to be focused on execution and operation, like our core products.
