Evolution of Efficiency

Casinos and resorts view video as a critical tool

The casino and hospitality sectors are changing, brimming with numerous opportunities to use technology to enhance business and significantly improve the guest experience. Today’s customers have changed, as well, and require a more personalized customer service approach, which means casino and resort management teams must work together in leveraging updated tools and intelligence-gathering technology to deliver on guest expectations.

It’s important to note, however, that these organizations don’t need to invest in all-new technology to achieve more advanced levels of personalization and customer service. Video data gathered from intelligent surveillance cameras, coupled with advanced, yet affordable analytics software, can deliver added benefits from capital investment that can be seen across departments.

Mobile-centric, Interactive Experiences

Fewer guests of casinos and resorts are seeking out travel information from agents or by calling for more information. Today’s guests are internet-savvy, armed with smartphones and often booking online. As a result, hotels and casinos are beginning to incorporate guest profiles that can present an advantage when personalizing a guest’s stay or offering added services through quick and easy request portals. Through a digitally driven smartphone app or Web interactions hoteliers can be notified when a VIP guest arrives and ensure their staff is ready to greet them – by name or even by using personalized information about these guests gathered from previous visits. Gathering business intelligence with personalized info allows hoteliers insight into the services that will have the greatest impact on their guest’s experience.

Casinos can also use the information gathered to personalize guest experiences – and this is already in practice in many casinos today. Player’s loyalty cards are used in a number of ways – at slot machines, table games, in retail stores and restaurants – and aim to provide marketing departments with information on the shopping and gambling habits of regular patrons. But there is significant opportunity to couple the information being gathered from these cards on how guests navigate the casino floor and actual video of guests that can be analyzed to determine how marketing and advertising can best engage with each and every guest.

The video data, which is being gathered by security surveillance cameras, can have additional uses, which span several departments including business operations and marketing. The capital investment in video capture technology then becomes more widely distributed as more departments use the information, going from a required “grudge purchase” to a Swiss Army Knife of operational benefits.

Streamlined Processes

Video data gathered from both a hotel lobby and a casino floor plays an increasingly important role in the ability of these businesses to gather intelligence that will help management streamline operations. For example, resort management can be notified when the lobby becomes crowded with an influx of guests waiting to be checked in. The security footage, while scanning the crowd for possible threats, can also be analyzed in real time to gather a wealth of information about staffing levels to floor managers. In the event of a growing line, managers are immediately alerted and can easily alleviate the situation by pulling additional staff to help with the influx of guests. Not only does the information allow management to streamline operations, it also provides exceptional customer service, which can increase the resort’s bottom line.

The video data gathered also has a significant effect on the casino floor in much the same way. For example, on particularly busy nights, many table games can become crowded with people waiting to play. Using video analytics and people-counting software, managers can be alerted when tables reach capacity so that they may direct dealers to vacant tables and eliminate a “wait” to play. Not only does this improve guest perceptions, it also increases the casino’s revenue by allowing more guests the ability to participate in table play.

Going even further, marketing departments can use video analytics to observe how in-person campaigns are performing. For example, determining whether guests are lingering at a large-scale advertisement for a long period of time (for example, a shiny new corvette that slot players have the chance to win). Marketing departments also can use video data to determine where large crowds tend to gather and use that information to strategically place advertisements for retail specials, dinner locations or special events.

Integration and Collaboration

The critical component to making “smart” casinos and resorts a reality is the willingness of manufacturers to produce hardware and software that can integrate seamlessly to create this kind of user experience. This kind of technology is can add significant value, but many organizations still do not have the commitment to make this a reality.

As more and more companies work together to integrate security video data with analytics capabilities and software that will work with numerous solutions, casinos and resorts can use this technology to better serve guests in an effort to deliver the kind of personalized service that customers will come to expect from their visit in the future, building on continued relationships and returning visits from these guests, leading to increased revenue streams and realizing the potential of these technology offerings to see true benefit.

This article originally appeared in the March 2017 issue of Security Today.


  • Cloud Adoption Gives Way to Hybrid Deployments

    Cloud adoption is growing at an astonishing rate, with Gartner forecasting that worldwide public cloud end-user spending will approach $600 billion by the end of this year—an increase of more than 21% over 2022. McKinsey believes that number could eclipse $1 trillion by the end of the decade, further underscoring the industry’s exponential growth. Read Now

  • AI on the Edge

    Discussions about the merits (or misgivings) around AI (artificial intelligence) are everywhere. In fact, you’d be hard-pressed to find an article or product literature without mention of it in our industry. If you’re not using AI by now in some capacity, congratulations may be in order since most people are using it in some form daily even without realizing it. Read Now

  • Securing the Future

    In an increasingly turbulent world, chief security officers (CSOs) are facing a multitude of challenges that threaten the stability of businesses worldwide. Read Now

    • Guard Services
  • Security Entrances Move to Center Stage

    Most organizations want to show a friendly face to the public. In today’s world, however, the need to keep people safe and secure has become a prime directive when designing and building facilities of all kinds. Fortunately, there is no need to construct a fortress-like entry that provides that high level of security. Today’s secured entry solutions make it possible to create a welcoming, attractive look and feel at the entry without compromising security. It is for this reason that security entrances have moved to the mainstream. Read Now

Featured Cybersecurity

New Products

  • A8V MIND

    A8V MIND

    Hexagon’s Geosystems presents a portable version of its Accur8vision detection system. A rugged all-in-one solution, the A8V MIND (Mobile Intrusion Detection) is designed to provide flexible protection of critical outdoor infrastructure and objects. Hexagon’s Accur8vision is a volumetric detection system that employs LiDAR technology to safeguard entire areas. Whenever it detects movement in a specified zone, it automatically differentiates a threat from a nonthreat, and immediately notifies security staff if necessary. Person detection is carried out within a radius of 80 meters from this device. Connected remotely via a portable computer device, it enables remote surveillance and does not depend on security staff patrolling the area. 3

  • Camden CM-221 Series Switches

    Camden CM-221 Series Switches

    Camden Door Controls is pleased to announce that, in response to soaring customer demand, it has expanded its range of ValueWave™ no-touch switches to include a narrow (slimline) version with manual override. This override button is designed to provide additional assurance that the request to exit switch will open a door, even if the no-touch sensor fails to operate. This new slimline switch also features a heavy gauge stainless steel faceplate, a red/green illuminated light ring, and is IP65 rated, making it ideal for indoor or outdoor use as part of an automatic door or access control system. ValueWave™ no-touch switches are designed for easy installation and trouble-free service in high traffic applications. In addition to this narrow version, the CM-221 & CM-222 Series switches are available in a range of other models with single and double gang heavy-gauge stainless steel faceplates and include illuminated light rings. 3

  • FEP GameChanger

    FEP GameChanger

    Paige Datacom Solutions Introduces Important and Innovative Cabling Products GameChanger Cable, a proven and patented solution that significantly exceeds the reach of traditional category cable will now have a FEP/FEP construction. 3