iRewards is generations ahead
One veteran company in the field of player rewards systems development and marketing is Century Gaming in Billings. They rolled out their first system – iTrack – a decade ago.
In October of 2008 the company released a completely revised system called "i•Rewards" which continues to see updates on a regular basis. It is available to any licensed gaming operation.
Polly Poindexter, Mark Little and Ryan Jenkins comprise the team that is the spearhead behind i•Rewards. They, and Century, have also worked closely with Billings software developers Cottonwood Computer Solutions in creating the system operating architecture.
One impetus for continuing development of the systems is the evolution of data collection and reporting for state tax and auditing purposes.
Under state law, businesses licensed for gaming can report by the old fashioned paper and pencil method that was the norm until 2007. That is called "Tier III" reporting. Today, only two percent of machines are reported manually.
And now 98 percent of machines are reporting with a high degree of automation using the Internet. This is known as "Tier II" reporting. However, meter readings are still collected manually from machines, then entered into computer programs which then send the data to the state.
The folks at i•Rewards are moving to integrate Tier II reporting operations into the i•Rewards system and now have one location using the integrated system. It is seen by the i•Rewards team as a labor saving move that also provides more tools for precise business management such as comprehensive business activity reports available in real time.
The systems can help track work shifts, balance cash in tills and aprons, track beverage consumption and more, too.
Primarily, it is meant as a tool to manage promotional investments that can otherwise be wasted or inefficiently allocated. It helps direct promotional rewards to the customers who most deserve them, the team said. But as importantly, such systems can attract customers, keep them in their seats longer and drive business revenues.
Poindexter said the systems are attractive to owners or managers of multiple locations as current business activity in numerous locations can be examined instantly from one location. Little added, "They are great for mom 'n' pop casinos, too. It's all intended to keep the playing field level."
The i•Rewards system utilizes an "i•Button" magnetic key fob that holds basic player identification information. With the fob a player can log himself or herself onto the system without staff attendance, though some locations will continue to have staff perform log-in functions to promote interaction with customers, Poindexter said. A high-speed communications link is required on site.
The system will store customer information collected by staff and will generate mailing lists.
Jenkins said the i•Rewards system function is focused on the individual location and Poindexter noted they are customizable to a great degree. The rewards system relies on players earning points related to play-time. Beverage and food may be comped or discounted and players club members may participate in certain promotional events such as drawings that are designed into the system.
Little says the company uses its expertise in the gaming business to help locations establish what might be "reasonable standards" for promotional investments and events, given a location's particular operating environment. "Any location will need to monitor and adjust," he said.
A new feature of the i•Rewards system is integrated "marquee displays" which are television monitors driven by the system to visually and audibly broadcast players club events, drawings and promotions within the premises, Jenkins explained. Two well executed promotional games are included: a wheel spin and a wiener dog race. The events are meant to increase customer interaction and entertainment value, he said, and are customized by a location to determine frequency and win.
"We have a lot of new game concepts in our heads and in development," Little said, and noted when they are ready, new games can be uploaded to the location in the field without need of a technician calling.
Poindexter said, "Our system development is driven by customer needs. It is very flexible." Jenkins added, "We also strive to make it as user friendly as possible, while making them as secure as a location wants them to be by incorporating different access levels. What we see is no location is set up identical to any other."
The i•Rewards crew can demo the system at the Billings office, or can do demos in the field for whole crews or owners and management, Little said. They can provide training and support on site or remotely by logging into a system from their home base. Support is available seven days a week. Data backups are done on site with flash drives. "Locations will not lose their data," he assured.
There are several pricing structures available depending upon affiliations and configurations, but the base price for hardware and installation runs $5,995 with a continuing quarterly fee of $1,950 which covers software lease and license and upgrades. A three-year lease is required. Support is free for 90 days. Hardware includes a 17-inch IBM kiosk, a P.O.S. thermal printer, a 32-inch LCD remote display with controller, an i•Button reader and 200 i•Buttons.
There are 64 locations across the state using the i•Rewards system and more nearing contracts.
Jenkins said management reports generated by the system can show an operator "where and how to build the business. Use these tools to increase business during slow times. Know when a customer has gone missing, then work to get them back."
Little said locations are advised to set their systems up to make them attendant driven. "That allows staff to build personal knowledge about customers, build personal relationships. And, conversely, it helps a customer feel they belong."
Poindexter acknowledged the gaming business is in a challenging time. "But if you carefully manage your business, you will be fine. We're not suggesting anyone spend more on promotions. We're suggesting we use tools to drive revenue while making the customer experience more entertaining and satisfying."