The Touch-point Collective: Crowd Contouring on the Casino Floor | Limn

How casinos (such as the local Crown Casino in Melbourne) utilise customer metrics to work out patterns and gaming behaviours. Now it makes sense why nearly all the electronic and table games allow for patrons to submit their membership card upon beginning play, often with benefits like free parking – the resulting data for number crunching is far more valuable.

“An animation of the same area over five consecutive days revealed a curious pattern. Every evening at the same time, female patrons under thirty were moving from one side of a popular bank of slot machines to the other, while males over fifty were taking their original seats. Upon further investigation it was discovered that the men were exiting a nearby showroom at the close of a revue performance and pestering the young women. Casino managers responded by creating “a whole new protective area for those women” containing the machines they liked to play, and sent out a direct mailing to promote the new slot shelter. Previous profit levels not only returned but were quickly surpassed.”

The Touch-point Collective: Crowd Contouring on the Casino Floor | Limn

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