TransAct Technologies Inc hopes soon to have its first Asian installation for its Epicentral Print System. Where the product is installed in the United States and Europe, the firm says it has helped casinos to lift average daily take from lower-tier carded slot players by as much as 60 percent.
“If you can raise up [the spending of] the lower tier players that has a huge impact, because it’s the largest pool of players,” Tracey Chernay (pictured), TransAct’s executive vice president, sales and marketing, tells GGRAsia.
Epicentral works in conjunction with TransAct’s Epic 950 ticket printer – a product that is already installed in many slot machines in Asia. Epicentral allows casino operators to create promotional coupons and marketing messages for uncarded as well as carded players and print those promotions in real time at a slot machine, an electronic table game – or even at a live table in properties where ticket-in/ticket-out technology is available on live games. The system also works with the casino operator’s own database, rather than trying to create a new database from scratch.
An example of how Epicentral can be used is in the issuance of a random reward for a slot player – regardless of whether or not the player is already registered with the casino (i.e., ‘carded’).
“The idea of automating promotions is very attractive to the operators,” said Ms Chernay.
“If I’m a US$20 to US$30 per day player – a lower tier player that leaves that amount per trip with the casino – on the day I receive a random reward through Epicentral, I’ll play my US$20 or US$30 average, I’ll play out the free play that I got in my offer, and I’ll leave another US$20 or US$30 with the casino,” Ms Chernay told GGRAsia.
“So in the day of receiving a random reward, I’ll normally double my ADT [average daily theoretical, an average of theoretical daily ‘win’ for the house – i.e. drop minus prizes paid].”
Epicentral was launched at Global Gaming Expo (G2E) in Las Vegas in 2010. Since then, the company has been expanding the available applications. TransAct says the product is now installed in 15,000 games across 11 venues in the U.S. and Europe.
“Epicentral gives operators the real flexibility to try different things,” said Ms Chernay.
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"I am not going to speculate on what the [casino licence refreshment] tender requirements would be. I have full confidence and faith in the Macau government to treat everyone fairly"
Wilfred Wong Ying Wai
President and chief operating officer of Macau-based casino operator Sands China