A dedicated commitment to kiosk technology and service will achieve positive customer experiences that will pay dividends in the long run through increased customer loyalty, traffic, and staffing efficiency.
This research will help you:
- Understand what trends are surfacing in the gaming & hospitality self-service market.
- Evaluate self-service kiosk vendors and products and their alignment to your enterprise needs.
- Determine which products are most appropriate for particular features, use cases, and scenarios.
How it got here:
- Kiosks are radically changing the customer service landscape in the gaming and hospitality industry.
- Kiosks are cost efficient. While it costs 66 cents for an operator to print a casino card, it costs only 12 cents to have a kiosk print the same card.
- As minimum wage continues to rise, kiosks are becoming more appealing. Rising labor costs and the complexity of scheduling to optimally staff for business peaks and valleys are making some business practices unsustainable. Kiosks allows employees to be refocused on areas of business that add greater value.
- Kiosks are able to present product and service details more efficiently (e.g. dietary restrictions). McDonald’s has recognized an increase in customer satisfaction and a 19% higher order value via kiosks than at the order counter.
- Self-serve kiosks streamline processes. They can access data, like casino, player, and loyalty management systems, and keep that data integrated.
- Casinos are evolving into entertainment destinations; patrons expect and demand more from their travel experiences.
Where it's going:
Kiosks are inevitable - they save time and money, and are increasingly an expected hallmark for excellent hospitality. Some brands are innovating on certain kiosk capabilities through the use of robots. Using kiosks can bring enormous benefits, including:
- Significant cost savings
- Reduced or eliminated line-ups
- Increased customer engagement and positive experiences
- Facilitated wayfinding
- Increased player loyalty
- Streamlined data entry and management
- Encourages players to return to the casino
- Greater analytics accuracy regarding effectiveness of promotions
- Digital Signage and mobile integration - reduced technical complexity and extended access for patrons
Included in this Vendor Landscape:
- Agilysys - Agilysys is a long-standing vendor in the hospitality and gaming space offering a multitude of solutions and services to a strong base of casino hotels.
- Atrient - Since 2000, Atrient has been a solution provider that specializes in developing innovative products for the gaming and hospitality industry.
- House Advantage - Founded in 2004, House Advantage is an established provider of loyalty strategy and enterprise marketing solutions. House advantage solutions are currently deployed at over 120 resorts across the US and Asia.
- Livewire Digital - Livewire Digital, a kiosk software provider since 1998, has been providing turnkey kiosk, digital signage, and mobile technology to a variety of clients across unique industries including retail, government, gaming, healthcare, sports management, and education.
- Micro Gaming Technologies (MGT) - A significant player in the gaming industry since 1999, MGT focuses primarily on designing and developing applications for casinos including the company’s flagship product - the MGT Promotional Intelligence Suite (MGT Promo).
- PlayerSoft - Since its inception in 2010, PlayerSoft has emerged as a significant market player in the casino software industry, developing and deploying eight software and kiosk products.
- Scientific Games - Acquiring Bally Technologies in 2014, Scientific Games is the oldest slot manufacturer in the world and now designs and operates gaming technologies.
- Wednesday Automation Inc. - A kiosk software provider since 2007, Wednesday Automation has been providing automated self-service applications for front-line, client engagement scenarios.
The Vendor Landscape also includes a vendor shortlist tool (xlsx). This worksheet allows enterprises to profile their self-service kiosk requirements and generate a rank-ordered vendor shortlist from a fixed list of vendors. Vendor profiles are based on recent in-depth review of theself-service kiosk market.
The research is published by Larry Fretz. As the Gaming & Hospitality Practice Lead, Larry Fretz manages a team of analysts to develop and deliver best-practice research specific to the gaming and hospitality industry. As owner of the GHRC research agenda, he is responsible for agenda planning and directing research in a timely and relevant manner for our customer base. He also provides sales & customer support and delivers advisory consulting services and workshops.
Larry brings more than a decade of international Gaming & Hospitality and 25+ years of overall technology, marketing, supply chain, and other business operations expertise. Larry has held CIO/VP IT and executive leadership positions with the Palms Casino Resort, the Cosmopolitan of Las Vegas and Niagara Casinos (Fallsview Casino Resort & Casino Niagara), resulting in respected knowledge and experience of gaming and hospitality systems and understanding of the industry’s strategic, start-up opening and day-to-day challenges. In these hands-on executive roles, he was responsible for all aspects of highly regulated and available enterprise IT from Infrastructure & Operations, Project & Portfolio Management, Security & Risk, CRM, and Architecture & Applications.
Earlier in his career, Larry held executive positions and was recognized for leveraging IT in improving company performance, growth, achieving business goals, and being a subject matter expert across multiple technology areas and business functions at such global companies as Day-Timers and PBB Global Logistics. Larry has been an innovative and action-oriented force in business technology since 1986 when he founded Micro-Wise Systems and developed the first fully computerized library management software solution.
Eight competitors in the self-service kiosk market were evaluated, including the following notable performers:
- Atrient offers a unique guest experience through comprehensive guest reward program, a catalog of interactive games and a sleek, intuitive user interface.
- Agilysys, a long-tenured market player, provides holistic automation of the entire food service environment through a modern user interface.
- House Advantage offers truly innovative promotional kiosk solutions that effectively enhance the customer’s overall loyalty experience through the spectrum of advanced features.
- Scientific Games, a true market incumbent, offers an intuitive, modern kiosk solution with remarkable promotional features and line-busting capabilities.
- Micro Gaming Technologies (MGT) offers a true, promotional-based casino kiosk that is capable of integrating with nearly all major CMS systems.
1. Digital Consumerism:
With approximately 75% of North American adults having used kiosks and the rapid digitization of customer touchpoints, customer intolerance for long transaction times is increasing. Incorporate self-service into a holistic digital strategy and architecture.
2. Recalibrate Processes:
Kiosks are a disruptive technology and to get maximum benefits, gaming and hospitality operators must critically examine customer inefficiencies experiences, and recalibrate key business processes before automating. Be sure to include audit and compliance departments along with guest-facing staff in the selection process and actively educate guests and staff on new processes around using the kiosks.
3. Measure, Analyze, and Improve:
Track near-real or real-time performance and usage data to better measure and forecast ROI per kiosk unit. Furthermore, leverage the kiosks to collect guest information, statistics, and behaviors for both CRM optimization and to enhance the user experience.