Leading gaming firm International Game Technology (IGT) and Red Earth Casino have finalized a deal to replace Red Earth’s existing casino management system (CMS) with IGT’s Advantage CMS. The overhaul is part of the casino’s long-term strategy to keep itself on the leading edge of gaming, Red Earth Casino General Manager Michael Broderick said in a statement.
“The Red Earth Casino team is incredibly excited to partner with IGT to modernize our gaming floor and player loyalty program via the IGT ADVANTAGE casino management system.”
The IGT upgrades will impact Red Earth’s brick-and-mortar operations, as California online casino gaming is illegal. The Southern California casino is located in Thermal.
Upgrade will lead to improved customer experience, more efficiency
Implementing the IGT Advantage CMS will impact several important areas of the casino’s operations and customer experience. For example, IGT notes that Advantage could provide Red Earth with solutions in the following areas:
- Marketing
- Slot machine management
- Table management
- Cashless gaming
- Mobile offerings for players
- Mobile tools for the casino
- Slot and player analytics
- Cage and table accounting
- Hardware solutions
An IGT spokesperson told PlayCA that the upgrades IGT will make to Red Earth’s system will also let the casino to “offer players new, personalized on-machine offers and conveniences.” Additionally, IGT’s rollout will allow players to fill out paperwork for a taxable win “right at the slot machine,” the spokesperson said.
This type of convenience is why IGT feels its Advantage CMS is a good fit for Red Earth, IGT President of Global Gaming Nick Khin said.
“As the strategic importance of real-time data and player convenience features continues to grow, it’s an excellent time for Red Earth Casino to invest in the IGT ADVANTAGE CMS to meet the opportunities of today and the future.”
Casino improvements key to competing in California market
California is home to a thriving tribal casino market, with over 80 properties in the state generating more than $8 billion in revenue each year. In some cases, tribes in the same geographic region compete with each other for revenue. Red Earth finds itself in that position — competitors Augustine Casino, Fantasy Springs Resort Casino and Spotlight 29 Casino are within a 45-minute drive north in Coachella.
Partnerships like the one that Red Earth struck with IGT have the potential to improve the casino’s customer acquisition and retention, a key part of helping properties stay relevant and competitive in California’s lucrative gaming market.
