California Casinos Boost Guest Experience Through Technology

Written By Hill Kerby on October 11, 2022 - Last Updated on November 2, 2022
Casinos use technology to boost guest experience

Providing guests with a satisfying gaming experience is the goal of most casinos. Happy customers are returning customers. Companies like Oracle and OPTX are partnering with California casinos to boost guest experience using innovative technology.

Data from these companies is giving three Northern California casinos valuable insights into personalized experiences across their entire campuses.

Red Hawk, Feather Falls and Robinson Rancheria are taking advantage of these digital-first solutions. They’re some of the first California tribal casinos to jump on board.

Evolving in a digital-first world

Both Feather Falls Casino and Robinson Rancheria Resort & Casino are now using Oracle’s OPERA Cloud and also MICROS Symphony Cloud. They can create a more connected experience for guests throughout each property’s gaming floor, hotel and restaurants.

Feather Falls is also working with OPERA Cloud Distribution. Oracle is incorporating the trio of solutions to create a fully cloud-based experience.

The ultimate goal? Make customers happy and turn them into regular guests, said Alex Alt, senior vice president and general manager of Oracle Hospitality.

“Consumers are increasingly demanding digital-first experiences and casino operators are looking to technology to deliver on these new expectations, drive repeat customers, and boost revenues with better up-selling opportunities. Using Oracle technologies, casino staff are equipped with crucial tools and insights – such as comprehensive guest profiles and intelligent upsell suggestions – to provide a personalized, high-value service experience that keeps guests coming back.”

Other properties utilizing Oracle’s cloud technology include MGM Resorts International and also Circa Casinos.

AI technology connects casinos and guests

Red Hawk Casino recently partnered with OPTX. The company will install a handful of solutions to improve operational functionality across multiple departments, optimize the casino floor and create a state-of-the-art customer experience.

The solutions include OPTX Player Development, Player Connect, Slots, Player Development AI and also Slots AI.

Recently nominated for the 2022 Global Gaming Awards Land-Based Product of the Year, OPTX provides AI solutions to casinos in over 15 states. It brings a data-driven approach to help clients function optimally in all aspects of business.

Brooke Fiumara, Co-CEO of OPTX, said his company’s technology will increase revenue by boosting customer experience.

“Optx’s AI features distill raw data into actionable insights and recommendations. Partnering with OPTX will allow Red Hawk Casino to optimize its casino floor with continuous slot change recommendations and visualizations, leading to increased revenue opportunities and guest satisfaction.”

Red Hawk General Manager Bryan deLugo said OPTX is “the future of casino operations.” The partnership, he said, will allow Red Hawk to fly to new heights.

New games debuting at CA casinos

Another way to boost guest experience is to introduce new games to customers. Pechanga Resort Casino and Yaamava’ Resort & Casino recently made headlines for offering new slot titles by innovative companies Aristocrat Gaming and IGT.

Yaamava’ debuted IGT’s DiamondRS mechanical reel slot cabinet, which uses cutting-edge Diamond Glass transmissive reel technology.

More recently, Pechanga became one of the first casinos in the US to offer Aristocrat Gaming’s Lightning Dollar Link. Aristocrat Gaming also makes the popular Buffalo Gold title.

Photo by Shutterstock
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Hill Kerby

Hill Kerby is a proponent of safe, legal betting, and is grateful to be able to contribute to growing the industry. He has a background in poker, sports, and psychology, all of which he incorporates into his writing.

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