Cash advances
Technology spurs improved functionality in next generation ATMs
By John Grochowski
Without a doubt, automated teller machines can do more for casinos than in the days when they were single-function, cash dispensing machines.
How much more? That depends.
In this "fast cash" era of ticket-in/ticket-out slot machine transactions, Tim Stanley, senior vice president and CIO of Harrah's Entertainment, said the most logical and obvious trend is to merge the functions of ATMs and ticket redemption kiosks.
"To start you have ATMs in a few spots in the casino and now in our case we've started percolating 10, 20, 30, in some cases 40 ticketing machines around the casino," Stanley said. "Now the idea is to merge the two back together and to allow them to do the classic ATM issuance of funds as well as ticketing transactions. From there, properties have the capability to do some additional things."
For example, the company's Caesars property in Windsor, Ontario, uses the same NRT Technology Corp. cash dispensing machine as U.S.-based properties, but with additional functionality such as currency conversion for customers who bring U.S. dollars into the casino. Caesars Windsor also uses the ATMs as customer marketing devices, scrolling promotions across the ATM screen as patrons wait for cash to dispense.
"For certain groups, the ATMs will flash an offer to cover the cost to come across the border to visit the casino again," Stanley said.
Ticket redemption, currency conversion and promotions are just a few of the services the next generation of ATMs can provide a casino resort. Some companies, such as ETM America, have created machines that check guests into the hotel, make restaurant reservations and dispense phone cards.
Customers using Global Cash Access EDITH and TODD units can impose limits on the amount of cash withdrawals, appeasing the concerns of those who believe ATMs feed problem gamblers.
Modern ATMs offer so many services that some fear the machine's primary purpose - to quickly dispense cash - becomes obsolete.
"The one thing we have to be cognizant of is that you don't want to add so much function to this device that it impedes the throughput," said Diran Kludjian, executive vice president of sales for Global Cash Access, which provides ATM services to more than 1,000 casinos in the United States, Canada, the United Kingdom, Europe and the Caribbean. "The one thing you have to really be careful of is that you don't start having lines form because you have too much functionality at one type of device. We have to really pick and choose what gets integrated in and what doesn't so we can keep the lines to a minimum."
Option Overload
Making such decisions is far from easy however, and getting more difficult each day as ATM manufacturers add technology and functionality to their products.
Toronto-based NRT Technology recently introduced the QuickJack Cash Handling System, an enhanced ATM that can be used for a number of customer service and casino operation applications. NRT Executive Vice President Ray Deffner touted QuickJack's ability to emulate many of the services currently provided by the casino cash cage. Casinos that chose to add this functionality to ATMs spread throughout the resort facility can theoretically lessen the number of large cashier cages on the casino floor, clearing space for more lucrative gaming devices.
QuickJack ATMs redeem slot tickets, change bills and convert and exchange currency, convenient transactions in border casinos. The ATM also issues debit and credit card cash advances, redeems players club rewards, coupons and vouchers and dispenses event tickets.
The ATMs are also popular with casino employees. "They provide some of the functions of an employee bank right on the casino floor," Deffner said. "Jackpot and W2G processing, bill breaking, wallet and float processing are some of the applications used by casino employees that ATMs can offer."
NRT is not the only company looking to change the way gaming facilities utilize ATMs. Newport, R.I.-based ETM America also provides a slew of advances over old-style ATMs, allowing the devices to take on other non-cash casino tasks.
The company's primary offering, The ETM, enables direct dispensing of PIN-less credit card cash advances; direct dispensing of the maximum daily purchasing allowance; slot ticket redemption; loyalty cards issuance; hotel check-in; reservation services for restaurant, spas and other amenities; event ticket sales and update postings; marketing and advertising using still and video displays; coupon or customer reward distribution; dispensing of prepaid cellular and long distance phone cards; and assistance to customers that need to directions to an attraction within the resort.
"The ETM machine does so much more than dispense cash in the traditional manner of ATMs as we know them," said Peter Steiner, senior vice president of sales and marketing for ETM America.
While ETM America and NRT Technology have focused on making ATMs a one-stop shop for many casino customer needs, other manufacturers have concentrated on improving the machine's core functionality - providing customers with easy and fast access to cash. With its Cashclub and Stay-n-Play line of products, Las Vegas-based Cash Systems Inc. aims to do just that. Cashclub allows players to register for an account that ties credit card, debit card and checking account information directly to their players' club card.
"By doing this it allows them to access cash directly from the ATM for debit and credit card cash advances," said Aaron Righellis, marketing manager for Cash Systems. "Without Cashclub, that same casino patron would have to initiate the transaction at the ATM and then go to cage to be identified and receive their cash. Because the casino patron is positively identified at time of enrollment and they create a unique PIN for cashclub, they no longer have to go to the cage for identification purposes or receiving cash."
Stay-n-Play is a wireless device that allows the casino customer to access cash or buy chips at the point of play. "The casino patron is simply presented the Stay-n-Play device and they swipe their ID, credit or debit card, and sign the receipt," Righellis said. "They then are given the funds they requested in the form of chips or cash. This isobviously is great convenience for casino patrons. It allows the casino to offer an added level of service."
Also concentrating on the financial services functionality of the ATM is Las Vegas-based Global Cash Access. Its Automated Cashier Machine (ACM) provides an unmanned, cash-dispensing virtual cashier for credit card cash advances, debit card ATM cash withdrawals, and check cashing services. The ACM also boasts enhanced security, with the use of uses biometric facial recognition technology to verify the patron's identity.
Two other offerings, EDITH (Electronic Debit Interactive Terminal Housing) and TODD (Ticket-Out Debit Device) are designed to serve the ticket-in, ticket-out slot floor. EDITH, developed in partnership with International Game Technology (IGT), is designed to occupy less than a square foot at the end of the slot machine aisle. It dispenses slot tickets that guests purchase with an ATM or debit card. TODD is designed for use at the slot machines. Guests swipe their debit card and enter a PIN number and funds are credited to the machine.
EDITH and TODD support GCA's Self Transaction Exclusion Program (STEP). The devices feature technology that allows patrons to exclude themselves from access to funds or preset a daily cash limit that they can not exceed.
Improving core functionality is also an approach practiced by Exton, Pa.-based Automated Currency Instruments, but with a twist. Instead of adding kiosk functions to an ATM, Automated Currency instead decided to build ATM services into a ticket-printing kiosk. The end result is its ATR kiosk. In addition to ticket redemption, the ATR breaks currency and dispenses bills and coins. Upgrades can allow the units to process credit cards, smart cards, electronic funds transactions or serve as traditional ATMs.
"Ticket redemption kiosks are fast turning into must haves for the casinos," said Ron Hicks Jr., vice president of sales and marketing at Automated Currency Instruments. "It saves time and allows the customer easy of redemption without long lines and waits."
Integration, other concerns
Whatever an ATM provider's strategy for additional functionality, as casinos embrace multiple uses for ATMs, it will become increasingly vital that the devices interface seamlessly with other existing systems throughout the resort. Some ATM providers, such as NRT Technology, have anticipated this need and are building the necessary technology bridges into their products.
"The QuickJack system is easily integrated into the casino slot management system, the player database management and bonus or rewards system, the slot ticketing system and the wager account transfer system," Deffner said. "The QuickJack system is attached to the casino's existing LAN environment. QuickJack ATMs also provide for a back office reporting and control system."
NRT Technology is not alone in this approach. "Our products do have the capability of linking to existing casino systems," added Cash Systems' Righellis. "They are also able to work independently from their systems."
In addition to integration issues, ATM manufacturers have also had to work on improving the durability of the product. "Manufacturers have woken up and now realize the volume of use we put [ATMs] through," said Harrah's Stanley. "The care and maintenance are well beyond what they were ever designed for in the banking industry."
Companies such as NRT have responded by providing a system (ATView) that monitors the health of the ATMs and provides the casino with the cash position of each of the units. Alerts are sent out when established limits are reached or service is required.
Stanley lauds this approach. "There are some management tools that have been put behind [ATMs] to let us know if they're running out of money, or if their tickets are jammed up. They've gotten smarter behind the scenes, which is cool."
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.
