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Station Casinos To Deploy Gaming Analytics Artificial Intelligence Tools

Written By Derek Helling on October 16, 2023
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As Station Casinos continues to progress its business, that progression includes an element that is becoming very familiar in the gambling industry. Station is among the latest gaming companies to deploy artificial intelligence tools in its operations.

Customers’ interactions with Gaming Analytics systems at Station properties might go unnoticed. However, they might see an improved experience in many facets of Station’s business as a result of the deployment.

Station Casinos’ business development is in full swing

It’s been a busy 2023 for Station. The company currently operates 16 properties under various brands including Wildfire in Nevada. Station has been devoting resources to renovating those properties on a significant scale.

That has included upgrades to Green Valley Ranch in Henderson. Renovations have since begun at Sunset Station, also in Henderson.

Furthermore, Station is undertaking new property developments of Inspirada Station in West Henderson along with a new Wildfire location in downtown Las Vegas.

One upgrade that should be common across all of Station’s properties is a mobile app that Station debuted in September. That app allows guests to participate in cashless gaming, track their rewards, and navigate Station’s properties.

That app is also part of where Station’s new partnership with Gaming Analytics comes in.

Gaming Analytics’ system is set to touch many aspects of Station’s business

According to an Oct. 11 press release from Gaming Analytics, the multi-year partnership between Gaming Analytics and Station will involve all of Station’s properties. The release mentions that Station properties “will benefit from Gaming Analytics’ diverse suite of products”, including:

  • Game analytics to improve player recommendations and Station’s promotional campaigns
  • Improved technology in points of customer interactions like kiosks
  • Integration of mobile app user tools

Station is the latest such gaming company to partner with Gaming Analytics for these purposes. However, they are far from the only.

On Oct. 5, Resorts announced a similar deal with Gaming Analytics. In March, the Seneca Gaming Corporation did the same.

For those gaming companies and others, a lot of the value in the platform is getting better and faster insights into customer behavior. In addition, artificial intelligence can automate some processes, leaving staff more time to attend to customers.

For Station’s customers, the noticeable results should include more customized marketing based on past choices and a smoother experience overall. While it’s unclear how quickly Station will implement Gaming Analytics tools to their full capabilities, it’s part of a larger investment in improving Station’s business.

Photo by Jae C. Hong / AP Photo
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Derek Helling

Derek Helling is the assistant managing editor of PlayUSA. Helling focuses on breaking news, including finance, regulation, and technology in the gaming industry. Helling completed his journalism degree at the University of Iowa and resides in Chicago

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