Continuing from our previous post on the growing interest in smart or intelligent tables, it's evident that the conversation needs to shift from, "Do I need them?", to "How do I maximize their potential?", in many properties across the Asia Pacific region. While the advantages of smart tables are significant, their true value is unlocked only when implemented correctly. In this follow-up, we’ll explore both the major advantages and the role of analytics when integrating smart tables into your operations.

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The Data Revolution: From Guesswork to Precision

There is plenty of discussion on using the data collected from smart tables to improve casinos' understanding of customer behaviour. We are rapidly moving from an era where ratings were often inaccurate to a new world where we can precisely track:

• Win/Loss Data: Understand the true house edge players are experiencing.
• Betting Patterns: Track the number of hands players sit out and the side bets they prefer.
• Patron Hold: Determine the true proportion of their buy-in that players leave with.

These insights are invaluable when used correctly. Additionally, smart tables help eliminate the use of fraudulent chips, detect chip theft, and reduce errors by staff and collusion with customers, thanks to accurate bet recognition.

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Key Benefits, Amplified by Analytics

Revenue Leakage Prevention: Smart tables spot counterfeit chips, catch dealer errors, and minimise chip theft. The true value is being able to catch these issues as they happen. Knowing that it happened is useful, but knowing that it’s happening now and can be stopped is priceless.

Real-time Table Games Yield: By utilising real-time data for dynamic adjustments to table pricing and open hours, smart tables maximize profits. Feeding this data into your table games yield management systems such as Tangam's TYM Live  is critical for driving incremental gains and making informed decisions.

Precise Profit Modeling and Demand Forecasting: Smart tables provide data that can improve demand forecasting. Analytics tools like Tangam's TYM Planning leverage this data by (1) creating accurate profit models and (2) resulting in better forecasts that improve the alignment of table game schedules and staffing levels with player demand, ultimately maximizing profits.

Improved Customer Experience: Accurate player ratings and targeted marketing based on actual activity data enhance customer satisfaction. Until now, manually entered data has led to either overinvesting or underinvesting in players, but the extent and direction of this discrepancy will vary from property to property based on their underlying practices. Marketing teams need to be comfortable with the idea that their overall player reinvestment expenses may increase if they use more accurate data. Alternatively, maintaining the same overall spend may result in some customers receiving less than before, but this precision is the point of reinvestment.

Operational Efficiency: Automating manual tasks frees up staff to focus on customer service. This improves overall efficiency and ensures that employees can provide better support to dealers and customers.

Regulatory Compliance: Smart tables provide precise player data to aid compliance with Know Your Customer (KYC) and Anti-Money Laundering (AML) regulations. Accurate data handling is crucial to avoid regulatory issues and maintain trust.

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The Power of Analytics: Turning Data into Action

In many instances, the value of smart tables grows substantially when the data is used to power the right analytics. Simply collecting data from smart tables does not automatically increase profits. It is the correct usage of this data that ensures casinos get maximum value from their investment by making the right decisions at the right times. Handling the vast amount of data generated can be overwhelming without robust analytics capabilities. Those who can leverage the data meaningfully will pull ahead of their competitors.

In conclusion, smart tables offer a transformative opportunity for casinos, providing numerous advantages such as reducing revenue leakage, improving data accuracy for table games optimization, enhancing customer experiences, and ensuring regulatory compliance. However, these benefits are fully realised only when the technology is implemented correctly and the right analytics delivered to unlock real value. By carefully planning and executing the implementation of smart tables, operators can unlock their full potential, driving greater efficiency, profitability, and player satisfaction.