Gaming operators will gain hugely valuable insights by easily and reliably recognizing players on the gaming floor in real-time. This allows for quick and focused measures designed to bolster AML enforcement and optimize revenue opportunities from qualified players currently on the court. However, the question remains whether facial recognition in casinos is worth it or not. Below are a few benefits of facial recognition in gambling venues:
AML Compliance Improvements
A smart strategy based on minimizing losses as well as optimizing revenue is needed to direct a gaming operation on the road to continued profit growth. This means ensuring that your gaming operation can efficiently comply with anti-money laundering (AML) compliance, preventing expensive penalties that can damage your reputation.
When it comes to holding AML regulations in compliance, few instruments can affect facial recognition. Casino operators can receive real-time insights into suspicious behaviour with facial recognition systems in place. This is because the system keeps a close eye on all customers and transactions around the gaming floor.
This covers occasions where, during a single play session, financial thresholds may be crossed and keeping a close eye on all patrons who might be involved in money laundering activities.
Excluded Patrons Recognition
Casinos and gaming activities must maintain a dedication to preserving responsible gaming practices. That means keeping an eye on three categories of players that are suitable for exclusion: terrorists, prohibited players, and players excluded from voluntary gambling.
With facial recognition technology in place, each of these excluded patron categories can be recognized easily and efficiently by a casino and take action in real-time. Concerning self-excluded patrons, this is becoming increasingly relevant as responsible gaming legislation demands that casino operators make every effort to avoid these people.
Many of them have potentially severe gambling problems. Failure to take action leaves the casino operator vulnerable to administrative fines. Not to forget litigation to recover gambling losses from patrons meant to be self-excluded but were still permitted to play the game.
Similarly, facial recognition technology will easily match a player’s face against law enforcement or property-specific blacklist records when it comes to keeping offenders off the gaming floor.
Better Recognition and Rewards for High-value Players
A group of patrons that also needs a high degree of immediate attention is high-value players. This is crucial for gaming operators to locate excluded players or offenders on the gaming floor rapidly.
High-value players and VIPs can become customer service efforts’ main focus, not to mention a major revenue source. Many casino operators offering low deposits can provide even greater levels of responsive, personalized, and high-quality customer support to those high-value players. The latter is most likely to affect the bottom line with facial recognition technology and positive customer opt-in.
Reward and convert uncarded players
In past months, casinos and other gaming properties have seen considerable profit value in casino loyalty programs. This program can give normal players incentives for playing regularly or packaging their trip to the gaming floor with a hotel stay, food & beverage purchases, and other sales opportunities.
Nevertheless, it can present a challenge to itself to get players to join certain rewards schemes. That’s where facial recognition technology will play a significant role in recognizing uncarded players and offering them customized offers to opt-in and enter the rewards program using their biometric data.
Facial recognition technology makes it easier for casinos to have a seamless road to membership with immediate deals tailored for each patron. This is possible by notifying operators when high-value, uncarded players are on the gaming floor. This will help improve the new-customer acquisition methods that can pay off in return sales and high participation from those players down the line.
Measuring and improving the efficacy of loyalty programmes
As effective as facial recognition technology can be for bringing new players into the loyalty or rewards program of a casino, the real profits come after the individual has opted for biometric authentication, registered, and started playing as a member of the rewards.
It is up to the casino at this stage to ensure that the customer remains active and continues to spend on the gaming floor. Facial recognition technology and gaming softwares can also play a useful role in this endeavor.
When a facial recognition device spots players who are already interested in a casino’s loyalty program on the gaming floor, the operators are then able to offer tailored incentives. This ensures that those people are satisfied, have all their needs met, and, most importantly, continue to play.
In addition, casino operators will then continue to monitor each member of the rewards program to quickly compare the rewards as well as the offer against the real-time play of that player, helping to measure the effectiveness of the rewards program on a day-by-day, hour-by-hour, and minute-by-minute basis.
Casino operators will optimize participation in the rewards program and maximize total returns on investment in each carded player by using facial recognition technology.