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Differentiation through CRMs

Comtrade Gaming is a high-end software and technology supplier to the gaming industry delivering open platforms, systems and services for land-based and online sectors. Comtrade Gaming's strengths are the development of technology solutions based on industry standards and legislative requirements.

As competition between operators continues to increase, the capability of their CRM systems will be the differentiating factor on how they improve GGR. Managing customer acquisition and retention is simplified with CRM systems since they integrate all player spending and behavioral data across multiple touchpoints and channels. Industry-leading systems are designed to track events as they happen (eg. hotel room reservation, casino activity) and store new information for customer profiling and awarding opportunities.

One of the newer systems leading the CRM pack is Comtrade Gaming's iCore: Engagement Edition. The product addition upgrades slot machines into a promotional channel that communicates personalized incentives, venue promotions and player account information on the game screen. Additionally, it enriches the player experience on G2S standardized gaming machines using an award engine with predictive modeling to evaluate and communicate bonus eligibility in real-time.

Casino operators need to target a particular and growing market segment within the land-based sector and CRM systems provide a straightforward and elegant way for operators to engage and reactivate all player segments.

Casino CRM as an omni-channel solution (as is Comtrade Gaming's iCore extension) displays all activity information via pre-defined customer pages on the web or a mobile app to monitor their recent offers, messages, bonus and loyalty updates, or search through their promotional history. Event-based messages such as e-mails, SMS or push messages are also handled by iCore, providing quick feedback to the customer and ensuring new rewards are offered as soon as the customer is eligible for them, even during gameplay. Most importantly for the operator, the data collection portion of the CRM system grows at the same rate as the gaming operation.

Asia Gaming Brief is a news and intelligence service providing up to date market information for worldwide executives on relevant gaming issues in Asia.

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