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This survey explores the impact technology has had on casino ... Document Transcript

  • 1. G2E FutureWatch Survey 2006 ~ The Future of Casino Resort Technology American Gaming Association August 2006 This survey explores the impact technology has had on casino resort operations. It also asks respondents to give us their best estimates as to the role it will have in future years. Technology, in the case of this survey, should be broadly considered, not confined to any one aspect of the casino resort experience. GENERAL ATTITUDES ON TECHNOLOGY 1. How critical a role does the use of technology play in determining the overall success of a casino resort? 1 It will determine the success of a property more than anything else 2 Very Critical 3 Only Somewhat Critical 4 The importance of technology is overrated Please respond to the following questions with whether you believe the effect of technology will be: Extremely Successful (1), Somewhat Successful (2), Somewhat Unsuccessful (3), Extremely Unsuccessful (4) 2. Over the last five years, how successful have advances in casino and resort technology been at enhancing the guest experience? 1 2 3 4 3. Over the last five years, how successful have advances in casino and resort technology been at generating revenue? 1 2 3 4 4. Over the last five years, how successful have advances in casino and resort technology been at lowering expenses? 1 2 3 4 1
  • 2. 5. Over the next five years, the most important goal for casino resort technology is to: [Please rank these four goals “1” through “4” with “1” being the most important and “4” being the least important.] ___ Lower expenses ___ Enhance the customer experience ___ Generate revenue ___ Differentiate property from competition 6. Over the next five to ten years, technological innovation will do more in terms of improving back of the house operations than it will for truly changing the customer experience. 1 2 3 4 Strongly Agree Agree Disagree Strongly Disagree TECHNOLOGY AND THE GAMING FLOOR 7. The technologies that will most impact the customer’s gaming experience over the next five years are: Please rank these five technologies “1” through “5” with “1” being the most important and “5” being the least important. ___ RFID (payment, customer identification and experience customization) ___ Biometrics for identity verification purposes (fingerprint, iris scanning, hand geometry etc.) ___ Server-based and downloadable slots ___ Database management ___ Wireless, hand-held gaming 2
  • 3. 8. The technologies that will most impact the gaming operator over the next five years are: Please rank these five technologies “1” through “5” with “1” being the most important and “5” being the least important.: Please rank these five technologies “1” through “5” with “1” being the most important and “5” being the least important. ___ RFID (customer identification, asset identification) ___ Biometrics for identity verification purposes (fingerprint, iris scanning, hand geometry etc.) ___ Server-based and downloadable slots ___ Database management ___ Wireless, hand-held gaming 9. The greatest advantage of server-based / downloadable slots is: 1 Ability to dramatically increase game variety 2 Ability to populate slot floors with the newest and most popular games 3 Ability to almost instantly change machine hold percentages via computer 4 Multiple language capability (games can be translated into multiple languages) 5 Multi-denomination capability (operators can increase maximum wagers during peak demand periods) 10. Looking forward five years, what percentage of the slot floor do you believe will be server based? 1 2 3 4 5 0% – 20% 21% – 40% 41% - 60% 61% - 80% 81% - 100% 11. Wireless, handheld gaming has been approved in Nevada and is in its early stages of adoption. How long do you believe it will be before handheld gaming is available in the rest of the country? 1 2 3 4 5 0 – 2 Years 3 – 5 Years 6 – 10 Years Over 10 Years Never 3
  • 4. 12. Over the next five to ten years, it is expected that RFID technology will continue to be introduced in a number of ways at casino resorts. In which one of the following areas, do you think it will have the most significant impact? 1 Tracking customers’ play at table games via RFID implanted in casino chips. 2 Monitoring theft via RFID implanted in casino chips 3 Monitoring property assets and inventory with RFID tags on such things as furniture, computers, etc. 4 Other (PLEASE SPECIFY BELOW) 13. Technologies, such as RFID and Biometrics, while promising, also raise privacy issues. For instance, will customers and/or employees feel comfortable having their movements and choices monitored and stored in a database? Will customers and/or employees feel comfortable giving the casino a copy of their fingerprint or allowing their retina to be scanned? How significant a concern do you believe these privacy issues are to the adoption of these new technologies? 1 Privacy issues are an extremely significant concern 2 Privacy issues are a somewhat significant concern 3 Privacy issues are a somewhat insignificant concern 4 Privacy issues are an extremely insignificant concern 5 Don’t know 4
  • 5. 14. And in which of the following areas do you think biometrics (facial recognition, fingerprints, hand geometry, retinal scan) will have the most significant impact? 1 Improving security 2 Improving and easing access for customers’ into rooms as well as for employees into secure areas of the property 3 Keeping company data and electronic information secure 4 Other (PLEASE SPECIFY BELOW) 15. “Advances in technology over the next five will allow the casino to track table game play as accurately as they currently do with slot play.” Do you? 1 2 3 4 Strongly Agree Agree Disagree Strongly Disagree 16. “Technological advances over the ten to fifteen years will lead to a major change in the types of games casinos can offer to their customers.” 1 2 3 4 Strongly Agree Agree Disagree Strongly Disagree NON-CASINO FLOOR TECHNOLOGY 17. The casino resort industry’s reliance on computer-driven, customer databases has been widely covered in the press and trade publications. Looking out five to ten years from now, which of the following statements do you feel will most accurately describe “where the industry is” with respect to customer databases in general? 1 The industry was definitely right to make customer databases so important; it has really helped the industry grow. 2 The industry was probably right to make customer databases so important; it has probably helped the industry grow. 3 The industry was probably wrong to make customer databases so important; it has probably cost more in money and effort than it was worth. 4 The industry was definitely wrong to make customer databases so important; it has really cost more in money and effort than it was worth. 5
  • 6. 18. Data security and privacy is an increasingly important concern to the casino resort industry. Which do you feel is the greatest threat to casino resort data? 1 Environmental (fire, flood, earthquakes or the effect from loss of power) 2 Electronic (data can become corrupted from viruses, hackers or by accident) 3 Unintentional Operational Threats (Unintentional such as data entry errors or spilling of drinks) 4 Intentional Operational Threats (such as a disgruntled employee corrupting a data base) 5 Terrorism 6 Customer resistance 19. Some would say that online merchants such as Travelocity and Expedia were able to carve out such a sizable share of the travel distribution market as well as retain significantly higher percentages of room revenue than traditional travel agents because of the downturn in travel post-9/11. In addition, some observers thought casino resorts were slow to embrace the potential of their own websites. Over the next five years, do you think…? 1 Online merchants will gain a much larger portion of the market 2 Online merchants will gain a slightly larger portion of the market 3 Online merchants will maintain their market share 4 Online merchants will lose a slight portion of their market 5 Online merchants will lose a large portion of their market 20. Brand websites have become an increasingly successful component of each casino resort’s online distribution strategy. By attracting customers to their own websites, operators avoid paying a percentage of their revenues to travel agents or online sites such as Expedia and Travelocity. With their own brand websites, casino resorts are also able to better control how their brand is presented. Over the next five years, do you think brand web sites will generate a … percentage of revenues than they do now or will things stay about the same? 1 2 3 4 5 Much higher Somewhat Somewhat Much lower About the higher lower same 6
  • 7. 21. By attracting customers to their own brand websites, casino resorts are now able to offer more than simply an alternative way to make a room reservation. Restaurant reservations, show tickets and packaged stays are just some of the possibilities. Do you agree with the following statement: Over the next five years casino resorts will significantly increase the products and services offered on their websites. 1 2 3 4 Strongly Agree Agree Disagree Strongly Disagree 22. Thinking in general about industry decision-makers for a moment, do you think they see new technology as a way to reduce costs, increase revenues or improve the guest experience (thus increasing revenue through another source)? Given that your answer is probably some combination of the above, please give a weight to each one that aggregates to 100 (i.e. 70, 20 & 10). % Reduce Costs Increase Revenues Improve Guest Experience 23. Which of the following technological developments do you personally believe has the greatest potential in terms of cost reduction? 1 Internet Protocol (IP) phone systems 2 Server-based gaming 3 Green development, i.e. implementing programs to reduce water and energy use. 4 Full Adoption of Ticket-In / Ticket-Out technology 5 Other (Specify below) 24. Which of the following technological developments do you personally believe has the greatest potential in terms of value creation? 1 RFID technology 2 Server-based gaming 3 Improved customer database technology 4 Wireless gaming 5 Other (Specify) 7
  • 8. 25. Green development, involving strategies to reduce consumption of water and energy and mitigate the overall environmental impact of construction, will in the next five to ten years… 1 Become very common industry-wide 2 Become somewhat more common industry-wide 3 Remain about as prevalent as it is today 4 Actually become less common than it is today 26. “Management Information Systems enable managers to effectively plan, staff, organize and control operations in a timely fashion. They have become critical to resort operations.” 1 2 3 4 Strongly Agree Agree Disagree Strongly Disagree 27. The implementation of technology to serve functions previously performed by employees, for example ticket-in / ticket-out, makes it more challenging for a particular casino resort to create customer loyalty through first-rate customer service. 1 2 3 4 Strongly Agree Agree Disagree Strongly Disagree DEMOGRAPHICS This section is for statistical purposes only. None of the information given out in this section will be used in any way except in the reporting of subgroup findings from this study. 28. In which part of the gaming industry do you work? 1 CEO 2 PRESIDENT 3 VICE PRESIDENT 4 DIRECTOR 5 MANAGER 6 CONSULTANT 7 GAMING FLOOR 8 BUSINESS DEVELOPMENT 9 FINANCE DEPARTMENT 10 GAME MANUFACTURER 11 VENDOR/SUPPLIER (OTHER THAN GAMING MACHINES) 8
  • 9. 12 TECHNOLOGY (IT AND ENGINEERING) DEPT. 13 MARKETING 14 COMMUNICATION/PUBLIC AFFAIRS 15 EDUCATION 16 REGULATOR 17 INDUSTRY ANALYST 18 OTHER (SPECIFY) 29. How many years have you been working in the gaming industry or been a supplier to the gaming industry? 1 0-5 YEARS 2 6-10 YEARS 3 11-15 YEARS 4 16-20 YEARS 5 21-25 YEARS 6 25 + YEARS 30. In what market do you primarily work? 1 NEVADA (LAS VEGAS) 2 NEVADA (OTHER) 3 ATLANTIC CITY 4 COLORADO 5 ILLINOIS 6 INDIANA 7 INTERNATIONAL MARKET 8 IOWA 9 LOUISIANA 10 MICHIGAN 11 MISSISSIPPI 12 MISSOURI 13 NATIONAL MARKET 14 NATIVE AMERICAN 15 RACETRACK CASINO MARKET 16 REGIONAL MARKET 17 SOUTH DAKOTA 18 ASIA 19 EUROPE 20 OTHER (SPECIFY) 31. Are you a male or female? 1 MALE 2 FEMALE 9
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