CR59-p42&43-Cash Market:SJC-Casino Review 19/8/07 11:31 Page 1
casinoreview
TITO leads to increased kiosk use
Western Money’s new kiosk, bogged down queuing behind
Ticket-in, ticket-out payoffs have been a major factor
the CX2, is aimed at solving ATM business. Both draw out
in the increase in kiosk use. IGT has been a major
multiple slot floor dilemmas. It of the same cash dispenser,
force behind ticket use with its EZ Pay system. IGT’s
New
has two bill validators, so the operator works from a
Mark Espin said: “The tickets can be configured to be kiosk
configured so that the same single bank of cash instead of
kiosk can handle a ticket separate banks for the
playable only or cashable, and for specific days and/or
redemption line and an ATM different functions.
times, and most promotional tickets are distributed via
line so customers with quick
direct mail, coupons, etc.” ticket redemption don’t get
CASHLESSMARKETANALYSIS
A global perspective
worldwidespread human kind, are very practi- According to Civile, most most people actually mean
CASHLESS SYSTEMS cal beings. You walk to the employees welcome the coinless gaming by that term.
machine, insert your notes as introduction of TITO-based Usually, casino operators
Despite having a history of customary and when you are cashless systems to their would still allow the use of
less than ten years, cashless ready to leave, press cash out professional lives because it bills to load money to the
systems can be found in and the ticket comes out.” simplifies their jobs and machines. However, Chip
casinos all over the world. IGT has had reports from makes it more effective; Cash would indeed allow a
Taking the lead from early operators who get cus- especially those floor atten- fully cashless (no coins and
adopter the US, countries tomers specifically asking dants who used to perform no bills) operation by the
from Europe, Asia, South for tickets as a method of non-stop small hand-pays. ability of loading money to
America and Africa all boast payment if they experienced “Now they are capable of the card at a cashdesk, on a
casinos that offer cashless it in a neighbouring casino interacting with the players kiosk or at a mobile cashier.”
systems. or country. on a customer service level, Along with reduction in
Ali Civile, European sales “The European players plus attending to those high use of coins and currency,
director for IGT, believes that enjoy the practicality of wins. Very few floor atten- lower operating costs and
rather than the technology getting a ticket without dants at casinos have had an marketing and promo-
manufacturers, the distribu- queuing anywhere, they initial disbelief in TITO, but tional capabilities, Jauch
tors or the casino operators, greatly appreciate seeing the they have accepted it after sees big potential in a Chip
it is the players themselves amount they hold at any time familiarising themselves Cash future.
that are to thank for the rapid displayed on the tickets. They with the system.” “We believe that the Chip
spread of cashless systems in also value the privacy of their Atronic Systems, mean- Cash card will be used for
casinos around the globe. play with tickets, and how Cashless systems: utilised in casinos worldwide while, is aiming toward the many more applications
“At the end of the day, thin, and light the tickets are next step in cashless gaming than just for cashless play or
those casinos that focus on to fit in their wallets among with its Chip Cash smart even player tracking,” she
increasing revenues will do their bank notes,” she added.
Countries using
card solution. “Chip Cash is said. “We see it as a multi-
whatever it takes to keep a Tickets themselves are
happy customer,” she told inexpensive to print and
cashless systems in
used together with the Star purpose card to be used in
Cashless software module the casino’s bars and restau-
Casino Review. “You can try light. Therefore, not only
their casinos
from our Galaxis casino rants, as a payment tool for
and push several convenient the day-to-day operation management system,” said the casino’s hotel accommo-
tools on the operators, but if benefits from these fea- Albania Finland Lithuania Russia Anette Jauch, director of dation or other facilities.
they don’t have the players’ tures, but also the market- Argentina France Macau Slovenia sales and marketing. “Also Obviously, there is a lot of
pulling force behind it, the ing department can create Australia Germany Malta South Africa supporting cashless gaming talk about biometrics at the
effect will fade.” several programs by mailing Austria Greece Monaco Sweden are our Star Cage and Star moment, and player identifi-
Civile believes that con- promotional non-cashable Estonia Italy Portugal Switzerland Marketing modules. cation or even means of
venience is a key factor in tickets to their regular England Latvia Romania Jauch added: “When one payment via iris scan or fin-
acceptance levels. “We, the players. talks about cashless gaming, gerprint recognition.”
Scratching the surface - and finding more
Casino Review talks to manufacturers, distributors and operators about some of the
less immediately apparent capabilities and benefits that cashless systems offer casinos.
functionalityandabrightfuture sales and marketing, for as long as we can, and still a relatively new market
GLOWING REFERENCES Atronic Systems, found an promo ticket will be just one and are now looking for the
opportunity in a country that tool we’ll use to do that. It’s most acceptable method to
When speaking to a repre- forbids bill acceptors in definitely one of the go cashless. EZ Pay is the
sentative sample of manu- slots: “With the first order of system’s most powerful next transition, the next
facturers, distributors and Chip Cash in Lithuania we assets.” step to bring it along.”
operators of cashless really gained ground in a Ian Gosling, Ian Gosling, And finally, Rolandas
systems, Casino Review market where bill acceptors COO, Hyatt Regency, Thes- Bražinskas, marketing
uncovered a wealth of infor- in slot machines are not per- saloniki, admitted: “Player manager of the Pramog
mation that went beyond mitted, which is why we convenience plays a huge bankas casino, recognised
the obvious reasons for anticipate Chip Cash to be part in the gaming experi- a number of further oppor-
implementing cashless the perfect solution for Nese ence and the system is con- tunities for cashless
systems. Casino.” venience personified, but it systems in casinos as part
Ron Jeffrey, vice presi- Elsewhere, Clay Spald- also solves other issues like of leisure destination hotel
dent, Aristocrat gaming ing, director of gaming that of fractional hand pays. complexes. Brazinskas told
systems, explained: “We’ve operations, Casino de Paris, And, promo ticket will play a Casino Review: “Soon
expanded our Personal- Moscow, revealed some of very important part in our tokens will be replaced by
Banker module to give his operation’s future plans marketing strategies plastic cards with a memory
casinos the flexibility to for cashless: “In the very moving forward. We’ve chip similar to banking
reward players’ loyalty and near future, we plan to offer gone from the traditional cards. This chip will serve
capitalise on a number of several programs using the spinning wheels to video as the customer’s personal
promotional opportunities promo ticket feature to and low-denomination card and the players will be
at the gaming machine not enhance play. We want to multi-line games. The next able to pay for meals,
available before in a single- capture and hold on to step now is cashless. We’ve accommodation and other
wire solution.” every one of those people evaluated several different services with loyalty points Cash payouts: On their way out
Anette Jauch, director of coming through our doors schemes carefully as this is accrued on the card.”
42 September 2007 cashlessmarketanalysis
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