Philippine Casinos Told to Merge Online and Floor Data
Philippine casino operators who want to run online betting next to their floors keep running into the same wall. Their own data sits in silos. That was the message from a panel of industry executives at the IAG Academy Summit in Manila.
The session took place September 15 at Newport World Resorts and looked at how brick-and-mortar casinos relate to digital gaming. David Croft of Tangam Systems spoke, along with Syntrii CEO Laurent Fresnel and Bryan Jenkins, a director at Angel Manufacturing Singapore. The summit runs September 15 to 16 under the wider IAG EXPO program.
Fresnel's point: plenty of casino groups still run their online arms separately from their physical sites. Customer information gets spread across departments and systems that don't talk to each other. If a company merged online data with what comes off the floor, the hotel, restaurants and retail, it would see one customer instead of several. It would also stop two divisions from sending the same person near-identical promotions.
A combined view opens the door to sharper offers, too. Past behaviour shows when and where a player is most likely to engage. In the Philippines the pressure is real. Competition among gaming and entertainment firms keeps climbing.
Smart-table systems are changing what floors can collect. Jenkins said modern setups track bets, turnover and game results in detail, tie that data to individual players, and pull information across multiple tables. Table-game data that used to be near-impossible to assemble is now on tap.
Croft's caveat: none of it matters without clean data and the right processing behind it.
Integrated resorts hold an edge over online-only rivals, the panel noted. A property can pair digital play with hotels, restaurants, shows and the gaming floor. Internet operators can't copy that mix.
The market keeps growing. Kaban Hotel and Casino Boracay opens September 16, with a grand opening planned for October. It has 88 hotel rooms and a 21,500-square-foot gaming floor licensed by PAGCOR, following the 2021 lifting of the moratorium on new casino construction.