Toronto, ON - February 24, 2005 – NRT Technology Corporation is featured in the February 2005 edition (Volume 26, Number 2, pages 26, 29 - 30) of International Gaming and Wagering Business. An excerpt from the article follows.
Payment processors offer new kiosks and Internet-based tools
By Anne Burke
When casinos go shopping for cash-handling services, they're looking for a lot more than an ATM that can be reasonably counted on to spit out $300 when it's supposed to.
Casino managers are looking for full-service vendors who can get cash on the floor quickly, cheaply and efficiently while also lending a hand to the marketing department and the folks in customer relations.
Payment processors such as Las Vegas-based Global Cash Access ... are responding by offering a broader array of services than ever before, among them Web-based tools that run at Internet speed, multifunction kiosks and shared databases that allow casinos to make savvier decisions about a customer's risk.
Global Cash Access also offers a Web-based transaction processing system, while Certegy plans to release a Web-based solution early this year. Global Cash's QuikCash Plus (QCP) harnesses the power of the company's own proprietary database of more than 5 million gamblers who have accessed cash onsite, as well as that of Central Credit, the gaming patron database that Global Cash operates as a wholly owned subsidiary. QCP saves time for cashiers by automatically printing the customer's name and address on a draft, even if that player is a first-time visitor, said Tom Sears, Global Cash Access executive vice president of business development.
QCP also offers "really robust reporting tools," Sears said. Casinos can obtain real-time information on customers and transactions that will make the marketing department giddy with excitement.
"If I were a casino manager or marketing guy, I would want to download GCA data, bang it up against my database, and find out who I didn't capture and remarket a bounce-back offer to people who for one reason or another did not get a loyalty card," he said.
While Global Cash in effect sells names from its proprietary database, the casino client sees the names only if the recipient of a marketing piece responds to the casino. Only nonloyal customers - those with a transaction record at more than one casino - are included in the mailing. Names off the Central Credit database are not sold, Sears said.
"Let's say you're Bally's and you tell GCA that you want to mail to everybody on the [GCA] list who did a cash advance transaction of over $1,000, but I've never seen them at Bally's," Sears said. "When we run that list, we automatically filter it to make sure the customer has demonstrated nonloyal behavior."
While the ATM remains the workhorse of the casino floor, new multifunction kiosks are threatening to replace them.
Global Cash Access teamed with NRT Technology Corp., the redemption devices provider, to offer the QuickJack kiosk. The kiosk incorporates the company's 3-in-1 rollover feature while also giving patrons the option of obtaining funds via ATM cash withdrawals, credit card cash advance or POS debit cash advances.
Patrons may also redeem slot tickets, vouchers and coupons for complimentary services and cash, and break bills to exchange currency. A property can add features such as show ticket purchases and restaurant reservations.
Since 1993, NRT has been creating a line of products, services, and support that are second to none. Industry-leading products for transaction processing, cash dispensing, machine monitoring, accounting, security, and maintenance capabilities enable operators to accurately analyze performance and accountability.
