A new gaming program is being added at the Birmingham Race Course and Mobile Greyhound Racing.
The Poarch Band of Creek Indians (PCI) has announced a partnership with Acres Manufacturing Co., a Las Vegas-based casino technology firm, bringing its Foundation HQ casino management system to two of PCI’s properties in Alabama.
The move is one of the first big changes at the Birmingham Race Course since PCI took ownership of the venue back in April.
At that time, PCI said it would later announce plans to “expand facilities and operations in the future.”
Foundation HQ is a program that delivers personalized messages and incentives to individual players, based on their gaming activity.
It is being used with PCI’s PLS 1:1 Loyalty Platform in Birmingham and Mobile.
PLS, or Player Loyalty System, uses data to assemble an individual player profile, and rewards players based on their own activity with special offers to stay in games.
The program has already been at use at PCI’s Magic City Casino in Miami.
It is used with the facilities’ Historical Horse Racing machines, which allow users to place wagers on horse races that have already taken place.
According to a news release, these systems give players high frequency, tailored offers across multiple channels to keep them engaged in games.
According to Acres Manufacturing, a player uses a physical loyalty card, which is inserted into the machine during play.
Casinos can measure individual play levels and send an incentive offer, either electronically or by other means.
This allows the casinos to employ a more personalized player experience instead of its traditional tier-based marketing – where player populations are grouped into large tiers with offers issued in bulk. It’s a different strategy for the age of the influencer.
The approach is already showing results, according to Acres.
At Magic City Casino, revenue from the machines increased by 8% during the first year. That was during a period when revenue had declined or remained flat at other operations in the state.
Noah Acres, who handles gaming operations and casino marketing with the company, said the new installations are “just the beginning.”
“The future of gaming belongs to operators who can use real-time data to personalize every interaction,” he said.
PCI CEO Jay Dorris said in a release that “the ability to translate real-time data into real-time rewards for players translates to a guest experience that is unmatched.”
If you purchase a product or register for an account through a link on our site, we may receive compensation. By using this site, you consent to our User Agreement and agree that your clicks, interactions, and personal information may be collected, recorded, and/or stored by us and social media and other third-party partners in accordance with our Privacy Policy.
