As the gaming industry continues to evolve, cutting-edge technology is playing a crucial role in reshaping the casino experience for both operators and players. Aristocrat Interactive’s Gaming Systems division is at the forefront of this transformation, delivering solutions that enhance operational efficiency, streamline casino management, and improve player engagement. With advancements in automation, personalization, and seamless system integration, Aristocrat is helping casinos stay competitive in the dynamic sector of land-based gaming.
Ahead of this week’s highly anticipated Indian Gaming Tradeshow & Convention (IGA), Kristen Jones, Vice President of Sales, Gaming Systems, at Aristocrat Interactive, shares insights into how the company is leading the charge in modern casino management. In this exclusive interview with Yogonet, Jones discusses Aristocrat’s latest innovations, the evolving needs of casino operators, and what attendees can expect from the company at IGA 2025.
Aristocrat Interactive is participating in this week’s Indian Gaming Tradeshow & Convention (IGA). What opportunities does this show open for the Gaming Systems division? What are your main expectations and goals for this event?
IGA is one of many industry conferences where we really value establishing a strong presence. It’s an opportunity for us to strengthen connections with existing casino customers, while also opening new lines of communication with prospective customers. Industry trends are a hot topic, not just for tribal casinos but for gaming as a whole.
Our Gaming Systems team will be very visible at IGA panel discussions this year. We have a few members from our Aristocrat Interactive team driving a panel discussion that will focus on reimagining the future of gaming operations through continued innovation and player-centric solutions. They’ll be speaking on several topics including how mobile apps enhance player experiences, current and future trends in the mobile world and more.
Aristocrat Interactive at G2E 2024
What sets your Gaming Systems unit apart from competitors? Can you share some of the key innovations your team has introduced recently that are transforming casino operations?
We’re able to offer a full suite of integrated solutions that create an efficient and cohesive gaming experience for players, while offering operational efficiencies for operators. From accounting systems to loyalty programs, our solutions enable our partners to build value for their players and make informed, data-driven decisions that tailor experiences to each player.
We are really embracing the shift to mobile by continuing to find ways to help operators extend their brand, helping players engage with the casino while they are not physically there. We’ve recently made updates and added several new features to our PlayerMax mobile app, which is a casino concierge service in the palm of your hand. Our self-enrollment feature enables players to enroll into the Loyalty program, eliminating that friction point and creating a positive, continued experience for the players – and that’s just one of the benefits!
Cardless play, win-loss forms and personalized offers really tailor that experience for each player. It’s a one-stop shop for all things entertainment and casino-related. Additionally, on the back end, our Mobile Application Manager empowers operators to make informed decisions about guest rewards, promotions and services through player analytics, so it’s a win-win for everyone.
How does Aristocrat’s approach to casino management technology align with the evolving needs of casino operators and players? Are there any major trends, from both the point of view of the operator and the consumer, that you could highlight for us?
Our solutions, while maintaining regulatory compliance and security, help operators stay on top of player needs by providing access to real-time, accurate data. This enables more operators to personalize offers and promotions tailored to player interests. We want to provide intelligent tools and products to personalize and elevate player and operator experiences.
We are also always working with the omni-channel approach in mind. This is becoming ever-more critical to building a unified operational system that can transition players seamlessly between the physical casino floor and mobile platforms without losing access to critical information that keeps them engaged.
Lastly, drawing from Aristocrat’s expertise in this area, where do you see the future of land-based casino management systems headed? Can you also share some insights with us on how mobile integration and cashless gaming are changing this area?
As we continue to improve and integrate new technologies, routine tasks can become automated, which can free up floor staff to provide a more personalized experience for their guests. Their time can be used in a much more productive way. It’s all about the experience, so more automation can help that process along to provide that support to the casino team so they can focus on what matters most – their players.
Self-enrollment with PlayerMax eliminates lines at the players club, allowing players to use their mobile phone to sign up, reducing friction and time away from game play. Our Cashless Technology supports that as well as those transactions can be done directly at the game; there is no longer a need to get up and leave the game — your Digital Wallet is in your hand and ready to go.
In fact, mobile integration almost eliminates the need for a physical player card. Our Mobile Connect feature allows the player to use their mobile phone to connect directly to their game, so the need for a card is removed. Everything a player saw on the player tracking unit is now on their phone, ensuring privacy is top of mind.
Card costs are a huge expense for casinos, especially as players likely print a new one every time they come in, and that can be virtually eliminated over time. The growing desire from players for frictionless experiences has emphasized the need for digital wallets, mobile payment and cashless wagering options.
