For more than two years Grand Sierra Resort (GSR) used Gaming Analytics — the industry leading A.I. technology — it has transformed GSR’s business. Danny Britson, Vice President of Casino Operations at GSR, says he attributes higher profits, an improved guest experience, and better marketing results to Gaming Analytics.
Grand Sierra Resort (GSR) is located in Reno, Nevada. It boasts over 2,000 guest rooms and suites — amenities include a full-service spa, fitness center, several restaurants and bars, a large casino, and an outdoor pool and hot tub.
The casino features over 1,200 slot machines, table games, a poker room, and a race and sports book.
Danny oversees day-to-day operations and manages budget, develops and implements revenue strategies, hires and trains staff, and maintains relationships with stakeholders and vendors.
Danny oversees day-to-day operations and manages budget, develops and implements revenue strategies, hires and trains staff, and maintains relationships with stakeholders and vendors.
In the past, he turned down requests for interviews about vendor relationships. However, due to his passion about casino A.I. and how it transformed GSR’s business, he made an exception to discuss the A.I. partnership with Gaming Analytics.
Danny is responsible for ensuring that the casino operates smoothly and profitably, while also delivering an enjoyable experience to guests. Gaming Analytics has been instrumental in making this possible — as demonstrated in the examples below:
Slot Google
Danny describes Gaming Analytics as “Slot Google” because it allows for immediate answers without having to rely on a Slot Analyst. The reports are instant, without human delay or error. This allows for data-driven decisions with incredible speed and accuracy.
He states, the ability to save time is invaluable for GSR, as the casino is constantly looking for ways to make more money with fewer resources. Gaming Analytics makes automation, predictive analytics, operational efficiency, and personalization possible.
Marketing and Player Development
Gaming Analytics offers a 360-degree view of players and enables optimization of the guest experience. The technology’s algorithms analyze guest behavior and preferences, allowing for personalized marketing and predictive analytics that increase engagement and revenue. Gaming Analytics helps GSR’s host team better engage with guests, suggesting alternative games to play when their preferred game is full; this leads to happier guests, higher profits, and improved guest loyalty.
⦿ The host team, free play optimization, and identifying abusers
Gaming Analytics is an essential tool for GSR’s slot, database marketing, marketing, and player development teams. With the assistance of Gaming Analytics. GSR can quickly find the most unprofitable players, or free play abusers, and cut them off from incentives before wasting comps.
⦿ A 360-degree view of a player
Gaming Analytics provides GSR with a 360-degree view of players, allowing a deep understanding of player behavior, and how to maximize the guest experience.
For example, GSR can use the product to determine where players who eat at their Chinese restaurant prefer to gamble, or which games players leave the non-smoking area to play.
The result, a behavior driven slot floor design, better machine selection, happier guests, and higher profits.
⦿ Personalized marketing and predictive analytics
Gaming Analytics’ algorithms analyze guest behavior and preferences, enabling GSR to tailor marketing and promotional offers to individual players, increasing engagement and revenue.
The technology allows for personalization, which helps GSR create targeted campaigns and personalized promotional offers that resonate with each player; identifying trends and patterns in guest behavior, and informing marketing and player development strategies.
Additionally, Gaming Analytics helps improve loyalty programs by analyzing guest behavior and preferences, allowing GSR to create more effective programs that keep guests engaged and coming back — resulting in guest loyalty.
⦿ Instantaneous custom reports: one-click analysis
Custom reports and dashboards that Gaming Analytics creates, are instrumental for GSR in analyzing the data. Danny says the dashboard is incredibly easy and intuitive, and the custom reports are designed to answer specific questions that GSR has about their players — he was awe struck by the granularity offered by Gaming Analytics reporting, for example: who plays more than 50% of their coin-in in non-smoking areas and which games they play outside of non-smoking?
⦿ The host team and the guest experience
Gaming Analytics helps GSR’s host team better engage with guests; allowing them to quickly see what games a player likes and suggest other games they might enjoy.
With the help of Gaming Analytics, GSR’s host team can quickly and easily access information about a guest’s preferred games and make tailored suggestions about other games they might enjoy.
This allows the host team to provide a personalized and efficient service that meets the needs of individual guests, which in turn enhances the guest experience.
Guests are more likely to stay longer and spend more money when they feel valued and have a positive experience.
Additionally, Gaming Analytics allows the host team to suggest alternative games to guests when their preferred game is full, which means they can continue to play and spend money even when their first choice is unavailable.
Removing human error — with no delays
No more delays or bottle necks…
Before Gaming Analytics, GSR had a talented Data Analyst who was proficient in SQL and would write code to retrieve data. However, relying on a single person to analyze data was not sustainable in the long run, especially as GSR looked to reduce costs and make more informed business decisions — quickly.
Before Gaming Analytics, Danny says a single report could take as long as days or weeks; this same report take seconds when using Gaming Analytics.
Danny had to convince the Analyst that Gaming Analytics was a valuable tool that could make him better at his job. Once the gaming analyst saw how quickly Gaming Analytics could provide the same information he was previously retrieving through code, with greater accuracy, he became a fan of the product.
Today, GSR no longer has a need for an on-staff gaming Analyst.
As Vice President of Casino Operations, Danny must navigate a complex and competitive industry while balancing the needs of guests, team members, and vendors. Gaming Analytics helps GSR make better data-driven decisions, become more agile in addressing problems, optimize operations, improve guest satisfaction, and increase profitability.
Danny had never spoken about a product or vendor before, but he felt strongly enough about Gaming Analytics to share his experience with others. The technology has become an essential tool for GSR, and they are excited to use it on a broader basis in the future.
About Grand Sierra Resort (GSR)
The Grand Sierra Resort is an award-winning hotel located in Reno, Nevada, which boasts nearly 2,000 hotel rooms and suites. With a casino floor spanning 100,000 square feet, it has the largest gaming area in northern Nevada. Additionally, it offers a variety of entertainment and nightlife options, making it the ultimate destination for visitors to Reno.
Situated in the heart of the Truckee Meadows and just a few minutes from the Reno-Tahoe International airport, the Grand Sierra Resort is the perfect starting point for exploring the region’s attractions. This convenient location allows guests to access everything they need while enjoying a comfortable stay.
Whether traveling for vacation, attending an event or conference, or simply seeking top-notch entertainment, dining, and gaming options, the Grand Sierra Resort promises to provide the grandest experience in Reno.
About Gaming Analytics
Gaming Analytics, Inc. is a leader in artificial intelligence for the gaming industry, providing the simplicity of a search engine with the power of machine learning. The company was founded in 2017 and is headquartered in San Francisco, California.
