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New Gaming Platform Means Good News for Casino Operators and Consumers


by Hillary LaClair, Senior Editor

                In response to the growing demand for a competitive internet casino gambling industry, LVS gaming providers have partnered with the SAS business intelligence analytics firm to introduce a revised Enterprise Gaming Platform internationally. The team touts a customer centered gaming platform geared for international online betting and gaming operators.

                According to SAS’s Customer Intelligence and Marketing Automation team, this new platform will allow operators to “become more efficient, analyze customer information in greater depth and gain a better understanding of customer behavior, preferences and betting patterns.”

                The software enables gambling operations to analyze a selective demographic and therefore for marketing strategies to more successfully appeal to a consumer base. The end result will be an increase in revenue, as customer service and satisfaction will improve and fraudulent activity will be easier to detect.

                According to spokespersons, the software is the first of its kind in that it will allow online casino gambling providers to monitor their customer’s petting patterns in real time and therefore adjust their marketing campaigns accordingly. The platform will also allow gaming companies to develop more loyalties within the company and predict customer behavior, needs and wants.

                SAS managing director, Ian Manocha reports, “As the betting industry becomes increasingly competitive, it is imperative for operators to provide a more customized service to each and every one of their customers. SAS software enables operators to easily manage sophisticated, timely and personalized intelligence driven customer interactive, improving response rates and revenues. Together with LVS, specific betting opportunities can be finely targeted at relevant groups or individuals, based on a much more comprehensive view of the customer.

                To which LVS CEO, Simon Ordish added, “International Betting and Gaming providers are under constant pressure to deliver improved services and facilities for their customers. Our partnership with SAS has resulted in a unique offering to a provider that puts their customers at the heart of our solution.”