Analytics in las vegas
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From Bugsy to Big Data - How modern analytics is transforming Las Vegas
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Analytics in las vegas
- 1. ©2013 Tableau Software Inc. All rights reserved. From Bugsy to Big Data How Modern Analytics is (reluctantly) Changing LasVegas PRESENTED BY Lon O‟Donnell lon.odonnell@gmail.com @lonodonnell www.facebook.com/lonodonnell www.linkedin.com/in/lonodonnell
- 2. ©2013 Tableau Software Inc. All rights reserved. Agenda • Casino Operations: Legends and Reality • Analytics in the Modern Megaresorts • Opportunities and the future • Q&A
- 3. ©2013 Tableau Software Inc. All rights reserved. About Me 18 years experience in Casino Operations Management 14 years with MGM Resorts International Slots, Casino Marketing, IT Consulting Manager for IGT
- 4. ©2013 Tableau Software Inc. All rights reserved. TCC „13 Casino 101
- 5. ©2013 Tableau Software Inc. All rights reserved. Casino 101 Step 1: Forget everything you think you know about Casinos.
- 6. ©2013 Tableau Software Inc. All rights reserved. Ten Million Handle Pulls One Million Handle Pulls
- 7. ©2013 Tableau Software Inc. All rights reserved. Which of these guys is more valuable to the casino? Spends all day by the pool drinking. Lost $50,000 at Blackjack
- 8. ©2013 Tableau Software Inc. All rights reserved. Which of these guys is more valuable to the casino? Spends all day by the pool drinking.
- 9. ©2013 Tableau Software Inc. All rights reserved. Two words: Bottle Service
- 10. ©2013 Tableau Software Inc. All rights reserved. Two words: Bottle Service
- 11. ©2013 Tableau Software Inc. All rights reserved. Which of these guys is more valuable to the casino? Lost $50,000 at craps Comp Room Comp Food Airfare Reimbursement (16%) Core Benefits (30%)
- 12. What they are NOT Big, scary, secretive operations run by shady people They cannot arbitrarily change the odds of a slot machine from a back room* They do not pump oxygen or use other dirty tricks to entice gaming. What they ARE Large, behemoth corporations just like the one you work for. Highly regulated *Regulators are not necessarily company-friendly Modern Casinos *They can, just not arbitrarily
- 13. ©2013 Tableau Software Inc. All rights reserved. Casino Lore and Myths #1 rated Las Vegas Radio Show
- 14. ©2013 Tableau Software Inc. All rights reserved. Casino Lore and Myths
- 15. ©2013 Tableau Software Inc. All rights reserved. Megaresort Revenue
- 16. ©2013 Tableau Software Inc. All rights reserved.
- 17. ©2013 Tableau Software Inc. All rights reserved.
- 18. ©2013 Tableau Software Inc. All rights reserved. DailyWeekend Revenue 883,908$ Hotel Revenue 500,000$ Dayclub Revenue 756,000$ Slots 2,139,908$
- 19. ©2013 Tableau Software Inc. All rights reserved. Analytics in Modern Megaresorts How resorts are embracing analytics to solve problems and identify opportunities
- 20. ©2013 Tableau Software Inc. All rights reserved. How big is Big Data? 1,000 Slot Machines
- 21. ©2013 Tableau Software Inc. All rights reserved. Average Casino 1,000 Slot Machines 6 ‘Sub-Games’ per Machine
- 22. ©2013 Tableau Software Inc. All rights reserved. Average Casino 1,000 Slot Machines 6 ‘Sub-Games’ per Machine 3 Denominations (5¢, 25¢, $1)
- 23. ©2013 Tableau Software Inc. All rights reserved. Average Casino 1,000 Slot Machines 6 ‘Sub-Games’ per Machine 3 Denominations (5¢, 25¢, $1) 6 ‘Meters’ per game
- 24. ©2013 Tableau Software Inc. All rights reserved. Average Casino 1,000 Slot Machines 6 ‘Sub-Games’ per Machine 3 Denominations (5¢, 25¢, $1) 6 ‘Meters’ per game -------------------------------------------- 108,000 fields per hour 2,592,000 fields per day 946,080,000 fields per year
- 25. ©2013 Tableau Software Inc. All rights reserved. SomeTerms Coin In or ‘Handle’ The amount of money recycled through a slot machine during play. The most widely used indicator of game performance TheoreticalWin Amount of money the machine should make, assuming it held exactly it‟s percentage. Hold Percentage The percentage of the Coin In that the machine is designed to hold, also refers to “tight” or “loose.” Volatility and Hit Frequency Measurements of the size and frequency of payouts
- 26. ©2013 Tableau Software Inc. All rights reserved. Slot Machine Analytics SMARTScoring • Revenue Metrics • Player Experience Metrics • Heavily Weighted to Theoretical Win Attribute Indexing • Volatility/Hit Frequency/Line Bets, more Forensics and Outliers Game Lifecycle reports Operations and Service Reporting
- 27. ©2013 Tableau Software Inc. All rights reserved. Reporting on Operations
- 28. ©2013 Tableau Software Inc. All rights reserved. Reporting on Operations (insert ops performance viz here)
- 29. ©2013 Tableau Software Inc. All rights reserved. Advanced Player Analytics
- 30. ©2013 Tableau Software Inc. All rights reserved. Loyalty Play and Game Lifecycle
- 31. ©2013 Tableau Software Inc. All rights reserved. Everybody‟s Favorite Topic: Freeplay
- 33. Heat Mapping
- 34. ©2013 Tableau Software Inc. All rights reserved. Real – World Exercises Customized consulting engagements
- 35. ©2013 Tableau Software Inc. All rights reserved. High Limit Rooms Do I need a High Limit Room?
- 37. ©2013 Tableau Software Inc. All rights reserved. Hold Percentage Will guests really even notice if I adjust the hold percentage of my floor?
- 38. ©2013 Tableau Software Inc. All rights reserved. Hold Percentage vs.Time on Device
- 39. ©2013 Tableau Software Inc. All rights reserved. Opportunities and the Future Online, land-based, mobile, and free-to-play
- 40. ©2013 Tableau Software Inc. All rights reserved. Your new buzzword: Convergence Games that are popular in casinos are popular online Average age online: 36 Average age on land: 50 Gaming OS based on Unity Build once, deploy many Developed game can deploy on web, mobile, and/or B&M
- 41. ©2013 Tableau Software Inc. All rights reserved. What we don‟t know Predictive analytics across platforms Understanding player behavior Understand player preferences Merging data between spaces Marrying data Understanding patterns Where are the marketing opportunities? What do the spaces have in common? Different? Is there cannibalization between the spaces? Do we care? Does it make sense to convert players across spaces?
- 42. ©2013 Tableau Software Inc. All rights reserved. Thank you. Getting in touch Email: Twitter: Facebook: Linkedin: lon.odonnell@gmail.com @lonodonnell www.facebook.com/lonodonnell www.linkedin.com/in/lonodonnell Questions/Comments/Concerns/Criticisms
Notas do Editor
- Vodka JokePretty weird
- Casinos are loaded with myths and suspicion
- What if I told you that ‘loose machines’ means nothing? – Bell Curve graphic
- Istock #20169323 (buy before conference)
- You knew I was going to say this guy, didn’t you?
- Actual menu from Hakkasan, MGM Grand
- No idea if anyone has actually purchased said beverage
- Explain these things
- Callers like to talk about their casino theories – next slide is casino maintenance
- Believes that this woman is changing the parameters of the games to make them lose faster
- Small means fast, darker means higher quantity of calls
- Unprofitable playersReinvestment/Core Benefits
- State of Nevada-Incline/Decline of High Limit PlayIs there exclusivity from a player’s perspective? Gut Side: Focus Group players & host interceptsData: Compare yourself against the market (e.g. if your high denom play is declining, but market is inclining or flat, then, yet); heat map of cluster of high denom games in one area can determine if you are getting; Let’s say you do it: Profitability-how do you ROI it? Cost of service levels-price to exclusivity; weigh out the measure of what you will need to increase your high denom play.
- UNLV Full Study on how hold percentage affects TOD. -Gut says “No one will know if I crank it down a couple of points”-Data says “well, not necessarily. You need to consider the long term effects.”
- The correlation isn’t exactly linear, but indicates a clear sweet spot of hold percentage vs. time on device. The folks in this room will notice that the trend line is logarithmic, obviously there is a finite number of hold percentages we could analyze.
- FlexibleData can be emailed, viewed through dashboards, or create ad-hoc queriesEasy to UseClick ButtonsDrop DownsOut of the box reportsRobustPull data from multiple databases/sources, we currently do this in our internet product (WagerWare and rgs databases)Intelligent and meaningful data20 dimensions and 300+ measures, which means that you can create millions of different views of data that helps drive answers to complex business questions.Powered by Oracle (leader in data warehousing)NOTE: Not transactional andreal-time (future releases)