Technology Magazine July 2021 | Page 246

IGT

immediately visible to your host and hostess . This information can be used to tailor that unique guest or player experience for the consumer ’, Kamm says . ‘ That knowledge becomes this acute awareness of who the players are and what they do when they are on the property ’. The same can be said for the traditional lottery channels around players ’ favourite games .

While such a system may sound a bit like Big Brother , IGT recognises that today ’ s players seek out customised experiences . ‘ It becomes this add-on that players appreciate ’, Kamm says . ‘ They say : “ Hey , this person knows who I am . They know what I like . They ' re bringing my favourite drink . They ' re offering me tickets to my favourite restaurants or shows ”’.

Apart from customising its games and content and facilitating a unique player experience , IGT has been on the frontlines of enabling cashless functionality . Prior to the pandemic , the company had cashless product offerings on the shelf , but the market appetite at the time was more of a push than a pull in terms of demand . Today , Kamm notes , IGT finds wide market interest and cashless adoption from both players and properties across all gaming verticals , from casinos to lotteries .

Cashless Future Taking control of its payment methods , IGT was the first to bring cashless to the floors in Las Vegas . ‘ It ’ s a fantastic evolution ’, Kamm says . Cashless gaming machines aren ’ t just more sterile . According to IGT , e-wallets help the company promote responsible gaming and make handling cash more safe . In some cases , the gaming experience is seamless as your mobile device — and therefore your profile — instantaneously connects with the game .

Revenue

PAT KAMM VICE PRESIDENT OF TECHNOLOGY OPERATIONS , IGT

244 July 2021