"The challenge is to do this in a way that is not creepy," he said. "The reality is that this is happening in every retail sector and airport where they are collecting information about you."
James said that customer privacy was very important as the company has a social responsibility to honour the Privacy Act.
"The privacy aspects of this are about protecting that information and identities of the individuals," he said.
"The number one asset we have at our casino is customers. Losing a single customer can cost us tens of millions in revenue every year."
He added that staff members who view customer data need to be licensed.
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