Data integration systems can collate data from nearly anywhere in a casino resort, from credit card payments in the gaming centre, to the type of services used in a spa.
So important is knowing the customer that other systems can link into it. For example, Pechet thinks the surveillance system could feed into CRM-related marketing and promotional services.
"A sign might be activated when a customer passes by a camera with the help of integration with video analytics. The system can be used to adjust digital signage based on changes in a customer's level of interest, which can be tracked by analysing the customer's eye movements. Digital analytics can identify a person's age and sex, allowing the casino to change a sign's content to fit the demographic."
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