A popular hotel and casino resort located in Ferndale, Washington, recently enhanced its capabilities with the addition of artificial intelligence (AI) technology.
On Thursday this week, Silver Reef Casino Resort, a premium gaming, hospitality and entertainment destination, joined forces with Gaming Analytics (GA).
The land-based casino will boost its business through technology
Under the terms of the new collaboration, the former tapped into the real-time, AI-powered analytics tools and solutions provided by the latter.
The new collaboration is expected to deliver significant benefits for Silver Reef, enabling the casino resort to make fast and data-backed decisions without the need to rely on a dedicated in-house analytics team.
The collaboration with GA is part of the hotel and casino resort's ongoing investment plan that focuses on boosting business performance through technology.
The same plan aims at enhancing guest experiences and improving marketing precision, goals that are ultimately expected to contribute to Silver Reef's growth.
Using GA's AI-powered technology and solutions, the casino will easily identify underperforming machines, allowing it to change floor layouts and fine-tune different incentives based on performance data.
Notably, by leveraging GA's tools, Silver Reef will be able to monitor guest behavior and evaluate the performance of different campaigns, as well as identify operational trends.
While the benefits of GA's technology are expected to positively impact the gaming floor, Silver Reef anticipates growing the reach of the technology beyond it.
Using the technology in different departments at the popular hotel and casino is expected to increase customer engagement while boosting operational efficiency.
Real-time data is vital for achieving operational goals
Kiran Brahmandam, Gaming Analytics' CEO and Founder, revealed that the company is excited to grow its network of partners with the addition of Silver Reef, Casino Guru News learned from a press release.
"Their team understands the value of real-time data, and we're proud to support their operational goals," he added.
Dale Robertson, Silver Reef's General Manager, was similarly delighted.
"As a property without a formal analytics department, Gaming Analytics provides an essential resource," he explained.
Moreover, Robertson said: "The ability to analyze patron behavior in real time and adjust marketing strategy immediately has made a measurable impact. GA's platform is invaluable."
The executive acknowledged the importance of accessing real-time data and leveraging innovative technology provided by GA.
Finally, Robertson predicted that this agreement lays the "foundation for broader digital transformation."
Wayne Moenoa, Silver Reef's Director of Slots, also spoke about the importance of tapping into real-time slots data.
"We no longer wait for delayed reports. GA gives us the ability to make fast, informed decisions that maximize revenue and improve the guest experience," Moenoa added.
Owned and operated by the Lummi Nation, Silver Reef Casino Resort offers more than 1,000 slot machines.
The popular hotel and casino resort also features table games, a range of restaurants and a hotel, offering luxury accommodation.
