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- Mill Bay Casino
Mill Bay Casino. Tribal Organization: Colville Confederated Tribes. MILL BAY CASINO. 455 Wapato Lake Road Manson, WA (800) 648-2946 (509) 687-6911. The casino comes with 700 slot machines, as well as blackjack and craps tables. The resort has a 110-room hotel, four restaurants, convention space, and a 27-hole golf course.
Part 2 of this analysis will review new technology tools the casino industry and, more specifically, Mill Bay Casino uses. This section will determine how strategically Mill Bay Casino uses their communication technologies to address casino trends, problems and opportunities.
Part 2 will review new communication technology tools in the casino industry, the use of new communication technologies in Mill Bay Casino and whether the casino is using strategies to address industry trends, problems, and opportunities. The last section will be a summary of the information discussed.
New Communication Technology Tools for Casinos
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With the rise of technology, newer products and software have helped the casino industry thrive. Casinos are able to implement new changes to their company to better serve their patrons. The advancement and upgrades within the industry has allowed casinos to have a larger platform. The industry can expand their entertainment to customers and drive the attention of new patrons/potential investors.
One way casinos utilize communication technologies would be the use of tickets in slot machines. According to Reed, (2020 January 17) tickets are created when cash or another ticket is inserted into the slot machine and ejected when a player cashes out. The ticket-in ticket-out method has created opportunities for casinos to better track players. Also, a monetary value has been placed onto these tickets, which allow for easier transfer of funds. This method has also helped prevent theft, since each ticket is tracked with a unique identification number.
Another tool used by the casino industry would be the importance of facial recognition. Analytics allows casinos to gather and process data that will serve as helpful recommendations for the casino (Tech is Driving Big Business of Casinos, 2019, November, 9). The AI system allows efficiency to occur as repeated usage of data processing is continued. Big spenders are recognized through the AI system and their spending and gambling patterns are recorded. This technological tool enables more generation of revenue for casinos.
The creation of facial recognition in player profiles is also another tool used in the industry. The analytics used helps players personalize their experience without spending money or using a playing card (Tech is Driving the Big Business of Casinos, 2019, November, 9). Although playing cards are a great tool for customers to stay motivated to keep returning to play. With this new advancement, your facial ID will be scanned like a QR code and stored into the systems.
New Communication Technologies at Mill Bay Casino
Mill Bay Casino first started off using coin operating machines. Now, the company uses the ticket-in ticket-out method. This has been a useful tactic in their company because money is not always roaming around or being passed out. Also, the ticket method creates a faster way for players to continue gambling because it can be inserted machine after machine. Tickets are also easier to keep track of. Sometimes money will crinkle and wear-and-tear is very common. This can help prevent machines from becoming jammed or malfunctioning. Mill Bay Casino uses two different type of tickets. These tickets correspond to different classes of slots, regulated by the government. Class 3 is more popular than Class 2 machines. Different colored tickets print out of these slots, white and red, and use different serial numbers.
Facial recognition is also used within the industry. Security protocol uses facial recognition to track down thieves or potential dangers. Some slot machines have cameras installed, which brings questions about the casino’s facial recognition use. Although Mill Bay Casino doesn’t use the advanced facial recognition or AI systems, it seems like this new technology is on the rise. The casino is already working close with player personalization tactics, like a card to track gaming techniques.
Player profiles are used within this organization as well. Players are able to setup a player’s profile at the Players Advantage Club (PAC). The patron is then setup with a player’s card. The card collects points each time the player plays a machine. The card can be placed in any machine and earn points by playing. Points can also be redeemed for credit on a machine, which can enable free spins. Meals can also be paid for with reward points from the player’s card. These points can redeemed across all three casinos and pay for spa treatments/hotel stays (http://colvillecasinos.com/mill-bay-casino/).
Strategically Addressing Casino Trends, Problems and Opportunities
Analytics is a useful tool to addressing trends and creating opportunities in the casino industry. Mantini (2020, January, 23) says the evolution of analytic systems help the casino figure out what aspects of the industry can change to improve their revenue and reputation. HR Analyst from Mill Bay Casino, Sandra Solis, says (personal communication, March 11, 2020) the VIP player’s cards help track the patron’s information. The analytics determine what games an individual likes or plays often. Also, the time of day a patron plays a machine helps the organization. This technique helps the company utilize the information to promote slot machines or events. Analytics also helps the company determine how much an individual spends, which is important to understanding which games receive popular demand.
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Mill Bay Casino utilizes social media platforms, like Facebook, to promote their organization’s events or giveaways. With their social media promotions, they drive in a lot of tourists. Mill Bay Casino is located in Manson, Washington, which is in a popular vacation spot called Lake Chelan. This casino also holds events and concerts with well-known people to attract visitors. People like George Lopez and Cheech and Chong have performed at this organization. Casinos help the surrounding companies in the area receive revenue with the mass flow of people (“Why casino tourism …”, 2019, March, 26). Solis says (personal communication, March 11, 2020). Mill Bay Casino helps both employment and tourism. With people visiting the casino, they need a place to stay and eat. She says it helps the local hotels and restaurants prosper during the busy summer hours since winter season is slow.
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Solis (personal communication, March 11, 2020) says the casino’s marketing team creates promotions to attract new patrons as well as showcase their newest slots. Some people are disappointed if an older machine, which happened to be their favorite, gets taken out of the casino. She says their promotions help explain why the new machines are favorable and beneficial to the players. Their social media is a way for their company to reach out to consumers and understand their issues or concerns.
Casinos also typically have players ages 35-44 making up 16.3% of the industry’s revenue (Roth, 2019, July e). Mill Bay Casino’s VIP members are typically people within this age range. Although having loyal patrons who come in frequently to gamble is helpful, being open to a younger audience is important too.
Casinos are known for criminal activity. The casino’s facial recognition systems help catch people who are barred or pose as a threat to the industry. Advancements in technology have allowed the safety of the patrons and employees to be a priority. Also, security personnel must always be on high alert because theft is very prominent in casinos. With the ticket method instilled in Mill Bay Casino, players are able to play in a safer environment. Tickets can be tracked by security and surveillance and location of the ticket can be found through a data system. Having tickets help keep track of patron’s funds (Solis, personal communication, March 11, 2020).
Part 2 Summary/Conclusion
Overall, the casino industry experiences a lot of evolution to its technology and they way they communicate their information. Analytics help the industry collect data and use the data to their advantage. This helps them exceed and run successful organizations. Also, changing from primarily currency to ticket-in ticket-out methods have made gambling more efficient and secure. Player profiles help personalize the gaming experience for users. The next section will review the main findings, a conclusion of Mill Bay Casino’s use of communication technologies, and a set of recommendations about how the casino can use its technologies to address industry problems and opportunities.
Mill Bay Casino
Red Rock casino interior, by J.R. Ramos, CC-BY-SA-2.0