Philippine casino operators need to connect online and land-based customer data as more gaming groups expand into digital gambling, industry executives said at the IAG Academy Summit in Manila.
The September 15 panel brought together David Croft of Tangam Systems, Syntrii CEO Laurent Fresnel and Angel Manufacturing Singapore Director Bryan Jenkins to discuss the growing convergence between physical casinos and online gaming.
Operators Need a Unified Customer View
Fresnel said many casino groups still run their online businesses separately from their physical properties, leaving customer information across different departments and technology systems.
He said operators should combine data from online gaming with information from casino floors, hotels, restaurants and retail operations. A unified customer view could help companies avoid duplicate promotions while supporting more personalised marketing.
Operators could also use customer behaviour, timing and location data to identify patterns and tailor offers across different channels.
For Philippine casino groups facing stronger competition, connecting these systems could also create a smoother transition between online platforms and physical venues.
Smart Tables Expand Casino Data
Smart-table technology can give land-based casinos more detailed information about table-game activity.
Jenkins said modern systems can track bets, turnover and game results, link activity to individual players and collect information across multiple tables.
However, Croft stressed that operators need accurate data and effective systems to turn the information into useful insights.
Simply collecting data from table games, online platforms, hotels and other properties does not create value on its own. Operators also need technology that can manage, analyse and connect information across their businesses.
Integrated Resorts Hold Data Advantage
The panel also highlighted the potential advantage of integrated resorts over online-only operators.
Land-based properties can connect gaming with hotels, restaurants, retail, entertainment and other services within the same customer ecosystem. A single customer could interact with an online casino before visiting a hotel, restaurant or physical gaming floor.
Connecting these interactions could help integrated resorts create a more consistent customer experience across digital and physical channels.
Philippine Gaming Market Expands
The need for connected customer data could become more important as the Philippine gaming sector expands its physical and digital offerings.
Kaban Hotel and Casino Boracay is scheduled to open on September 16, with a grand opening planned for October. The property will feature an 88-room hotel and a 21,500-square-foot gaming floor licensed by the Philippine Amusement and Gaming Corporation (PAGCOR).
The development follows the Philippines’ 2021 decision to lift its moratorium on new casino construction.
As more casino groups develop digital operations, operators will need to address fragmented technology systems and data silos while building a unified view of customers across their online and land-based businesses.
