Casino Customer Interactive Communication System for land based casinos (CICS)
Consumers are accustomed to arrange their business themselves by making use of the latest communication technologies.
Examples are purchases done at online stores, online travel and airline bookings, internet banking, contactless payment in stores, communication through smartphone apps and social media, participating in gambling at online casinos, etc.
In addition, consumers are nowadays more and more used to search for information where and when they want and to fetch it at the time of their choice instead of waiting until the desired information is brought to them.
IGS has translated this consumer behaviour into an innovative marketing communication concept for land based casinos: CICS.
CICS is based on two principles:
- The casino ensures that first-time-visitors will participate in table games and/or slot machines during their visit and that they thereby make the right choice with respect to the kind of game in which they participate. The aim is that this type of visitor is introduced to casino games and will return to your casino.
- The casino ensures that the needs of the regular visitors are well taken care of in terms of playing and in terms of service and hospitality. The aim is that this type of visitor develops a high level of guest satisfaction and loyalty, therefore will choose your casino when repeating a casino visit, will increase his number of visits and will extend the length of stay per visit.
“Every high roller was once a first-time-visitor”
For first-time-visitors, it is important that they can get a clear explanation of the various table games and slot machines when they need it. With CICS, the casino makes casino tutorials available digitally.
IGS has therefore developed animation-films to clearly explain the different table games and the slot machines. Your visitors can find this information on the website of your casino, but it is more important that your visitors can choose to consult this game explanation on their smartphone, whenever they want, on the spot in your casino.
IGS makes hereby use of the most modern forms of smartphone technology, by means of an app. Optionally, your casino can also choose to make this information available through, for example, information terminals and/or through narrowcasting.
In this way, your visitors can also receive explanations about jackpot systems (hyperlinks, progressive jackpots, mystery jackpots), catering activities, marketing activities, your loyalty program, etc.
CICS is based on the principle of emotional target-groups. Based on this, the visitors of a casino can be generally divided into Players, Fun-Players and Non-Players.
Each of these three groups has its own wishes and needs in the field of playing, in the field of communication and in the field of catering facilities.
A first-time-visitor is unaware of to which emotional target group he belongs. He develops this awareness subconsciously only after a number of visits. Hereby, however, it is of the utmost importance that the first visit being made in your casino by the first-time-visitor is considered exciting and positive.
Many first-time-visitors choose to begin playing at a slot machine. It feels safe. With CICS , the first-time-visitor will be advised that, if he wants to start playing at a slot machine, he should opt for a low-volatile slot machine with a not too high credit value and that he best can bet on all win lines.
This player is informed which machines apply and where these machines are situated.
In addition, the player is informed that, if he does not find these slot machines exciting enough, he can play on a machine with a higher volatility and/or a higher credit value. Through a smartphone app, this player is informed where these slot machines can be found in your casino.
If a first-time-visitor wants to start playing at table games, he will be advised to start, for example, with Black Jack and play along with a box holder (back-betting) or start at Roulette with a stake on an outside bet like red or black.
Through tutorial animation-films, the first-time-visitor gets a visually explanation to learn when, where and how he can place bets.
First-time-visitors visit your casino often on busy nights, such as during weekends or holidays. On those days, because of the crowds, it is especially difficult for your staff to recognize this group of visitors and to offer them optimum service. Using CICS, this group of visitors is nevertheless reached and informed and therefore retained for your casino.
With CICS, first-time-visitors will be extra motivated to participate in a game when they are given an incentive, such as free drinks, promotional credits to play on slot machines and/or match-play chips/free-admission chips for playing at table games.
For regular visitors it is most important that they are recognized and appreciated by your casino (staff). With CICS, your casino (staff) is up to date with which players are present in the casino and what preferences they have concerning games and hospitality.
Visitors who want to reap the full benefit from the advantages of CICS will have the opportunity to download your casino smartphone app.
If the app option is not chosen, CICS amply provides other forms of communication, for example through narrowcasting, to inform your visitors in a pleasant and informative way.
Through the app on their smartphones players can ask for assistance from staff, for example, to get additional tutorial or to report a malfunction on their slot machine.
With the aid of the in-house communication technology associated with CICS, staff is able to find the location of the player at that moment in the casino. Staff accepts the assistance request so that the player knows that assistance is on its way.
With slot machines in particular, this is a great advantage. In recent years, the processes within the slot machine operation are highly automated, for example ticket-in/ticket-out or by playing with EFT cards. The advantage of this new technology is that the slot machine operation can be controlled with less staff.
However, the disadvantage is that it has become difficult for a player to make contact with staff, without having to leave his slot machine. By asking for assistance through the app, this disadvantage turns into an advantage: the player gets assistance when needed and staff can respond quickly to assistance requests.
In a similar way, the player can order a snack or a drink without having to interrupt his game and having to leave the slot machine or table. The player thus remains in his gaming-emotion, which extends the playing time.
CICS is delivered to you turnkey and tailor-made.
The tutorial animation-films are equipped with the look and feel of your casino, such as your logo and your corporate identity. The texts accompanying the tutorial animations are delivered in any desired language.
The tutorial will be customized to your wishes and gaming rules, such as when your local laws and regulations prescribe different rules compared to the international standard.
The hardware that is required to be able to communicate in your casino with your visitors will be installed and programmed by IGS.
The smartphone app will also be made available by IGS in the look and feel of your casino.
Based on your needs, marketing campaigns can be developed by IGS and implemented within CICS.
All communications have the look and feel of your casino.
The only prerequisite is that your casino has a good Wi-Fi environment.
CICS and technical maintenance thereof, is made available at a monthly license fee. The tailor-made adaptations for your casino will be charged once. This applies, for example, to adjust the tutorial animations, to translate the tutorial texts in the desired language and the development of a digital map of your casino.
From now on, you can outsource your marketing policy and the implementation of your marketing campaigns to IGS. For your organization, this means a lot less to worry about, it saves time and money and your visitors are optimally served and informed.
Please contact us for further information.