When it comes to leadership in the casino industry for providing kiosks, there is no higher authority than Micro Gaming Technologies (MGT), which both designs and develops software to automate, track and report casino promotions.
The company’s flagship product – The MGT Promotional Intelligence Suite (MGT Promo) – continues to impact the gaming world across the U.S. As of this writing, MGT Promo is installed in over 53 different gaming jurisdictions in 26 states and successfully interfaces with Aristocrat, Bally, IGT, Konami and other player tracking systems.
This week, to discuss how MGT’s kiosks have provided players with industry-leading ways to get comps, earn rewards, check point balances and more, mGamingWatch caught up with Travis Carrico, the VP of Sales at MGT, for an exclusive Q&A shared below.
MGW: For those who aren’t familiar, what is Micro Gaming Technologies?
Travis: We provide kiosk software that interacts in real time with the casino’s player tracking system. Our software provides casino management with the ability to create custom promotional games, collect email address/mobile number, design electronic raffle drawings, issue direct offers and populate account information. The unique design of our software gives the operator the power to turn the kiosk into an intelligent employee that understands the value of the guest and determines appropriate offers and promotions to match.
MGW: What role does your company aim to play in the expanding digital marketing landscape of the gaming industry?
Travis: Our position is unique because we interface to all of the major player tracking systems so we are providing a service bus to our casino customers which is an open API to 3rd parties to access account information, available promotions, club tier status and award prizes with expiration dates and times. Eventually this service will also include the ability to play a promotional game on a mobile device and claim the prize at a casino kiosk or by logging into the casino’s public WiFi.
MGW: What is the key to making kiosks work in a casino?
Travis: The key is an enjoyable user experience and convenience. If your customer interface is easy to use and increases customer satisfaction you will be able to create new habits and change customer behavior to increase visits and wallet share.
MGW: How do most players feel about the use of kiosks and other digital technologies (including those that are mobile-based) for claiming comps, earning rewards, checking point balances, etc.?
Travis: We have had an overwhelming positive response from the customers on the casino floor. Participation in electronic drawing promotions increased because the hassle of dealing with paper tickets was eliminated and the customer can user their mobile device to check into a drawing.
MGW: What does it take for marketing in the casino space to be effective in the digital age?
Travis: A commitment to change. Digital marketing is efficient and Casino Marketing Directors need to be committed to making it effective and convenient which will yield more profits.
MGW: For the majority of casinos, is mobile a high enough priority for most or should they be doing more in mobile?
Travis: It’s new and several casino marketing and I.T. folks are in the research stage at this point. They are evaluating different products and trying to understand how to integrate mobile with their existing technology. The MGT service bus will help casino operators by allowing them to continue to use their existing technologies and work with their favorite mobile app provider.
MGW: You’ve recently teamed up with mobileStorm for a number of exciting initiatives. What can you tell us about the partnership?
Travis: We are excited to be working with mobileStorm and we are currently delivering a new product that will increase customer acquisitions and increase the casino’s database of useable mobile numbers for marketing offers and promotions. Casino guests will be able to enter their mobile number and email at the kiosk and the information will be instantly available for mobileStorm to collect a double opt-in and deliver a promotional offer to be redeemed at the kiosk on their next trip or instantly depending on the casino operators desire.
MGW: For casino and gaming companies who haven’t yet turned to your solutions, why should they give MGT a call?
Travis: We have been automating casino promotions since 1998 and turning kiosks into employees since 2001. We have over 45 employees dedicated to helping to reduce lines at the players club, control the player reinvestment rate and increase play time on gaming devices.
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