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Casino In Wisconsin Upgrades Gaming Operations With IGT Platform

Written By J.R. Duren | Updated:
New operations platform installed at Potawatomi casino in Wisconsin

Potawatomi Casino Hotel Carter has finished installing a powerful content management system (CMS) from International Game Technology (IGT).

The CMS, named “IGT Advantage,” allows the Wisconsin casino to have complete control over everything from creating bonus offers and promotions to improving accounting.

Potawatomi Casino Hotel Carter General Manager Leigh Redington said in a statement:

“Transitioning Potawatomi Casino Hotel Carter’s casino floor to the IGT ADVANTAGE system instantly added value for our Northwoods Club rewards members and introduced opportunities for optimization and modernization across the gaming floor.

IGT games and cabinets have been integral to our casino’s performance for decades, and we’re confident that switching to an IGT-powered CMS will position us for growth and exceptional customer satisfaction.”

How Potawatomi benefits from the new IGT platform

IGT Advantage’s CMS is an all-in-one solution for casinos that want streamlined management of their operations. Instead of hiring multiple companies to provide management services for different areas of operations, Potawatomi Carter now has one company and one platform.

On the back end, IGT Advantage offers self-management of seven different operational areas:

  • Marketing
  • Slot management
  • Cage and table accounting
  • Mobile platforms
  • Analytics
  • Supplemental areas such as interfaces, security, and hardware

Additionally, Potawatomi has the option of using IGT Advantage’s cashless gaming system.

On the front end, IGT Advantage allows the casino to set up a variety of bonuses and promotions that keep customers playing. For example, Potowatomi Carter can use IGT’s Xtra Credit, which issues credits that can’t be cashed out.

Uncashable credits lead to “longer play time and eliminates the expenses of promotional dollars that walk out the door,” IGT Advantage documents noted.

The casino can implement IGT’s Xtra Credit bonus system, which is designed to keep customers playing as long as possible. In particular, Potawatomi Carter customers should see more mystery bonuses and “Do X, Get Y” style bonuses.

All of these features, said Ryan Reddy, a senior vice president at IGT, will help Potawatomi stay at the forefront of gaming.

“By elevating its product portfolio with the capabilities of the IGT ADVANTAGE casino management system, Potawatomi Casino Hotel Carter is equipped with proven, state-of-the-art technology that will optimize its gaming floor and enable personalized player experiences,” Reddy said.

Wisconsin casino continues customer-focused improvements

April has been a big month for customer-facing upgrades at Potawatomi. Just a few weeks ago, the casino opened a temporary sportsbook. It’s only the second retail sportsbook to open in the state.

That’s significant because online sports betting isn’t legal in Wisconsin. So, bettors have to place all bets in a brick-and-mortar sportsbook. Additionally, Potawatomi has the only sportsbook in Milwaukee, which is the state’s biggest city. We’ll likely see Potawatami lead Wisconsin sports betting in handle and revenue.

The temporary facility features 20 self-service sports betting kiosks, 30 high-definition televisions, and a full-service bar and restaurant. Construction on the casino’s permanent sportsbook will launch soon and finish in the fall.

As the casino builds its sportsbook, it will also be in the middle of a $100 million second-floor renovation.

Photo by PlayUSA
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J.R. Duren

J.R. Duren has covered the gambling beats for more than a dozen states for Catena Media since 2015. His past reporting experience includes two years at the Villages Daily Sun, and he is a first-place winner at the Florida Press Club Excellence in Journalism Contest.

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