5 Ways Surveillance Enhances the Casino Guest Experience

Advanced security and surveillance solutions offer casinos powerful tools not only to protect guests and remain compliant, but to personalise and enhance customer experience. Here are five ways surveillance tools are delivering guest-centric hospitality at casinos.

1. Recognising return guests and tailoring the experience

Rolling out the red carpet for returning guests and ‘high rollers’ is good business. Yet only 27% of casino visitors feel they receive a personalised service¹. 

Connecting 4K surveillance footage with AI-powered facial recognition and membership databases means returning guests can be flagged as soon as they enter the property.  

Staff can then greet VIPs by name, offering their preferred food, drinks, and games. Where access control is integrated, staff can welcome them into exclusive areas, helping to deliver the tailored, personal touches that bring patrons back. 

2. Quickly verifying accusations of cheating

Maintaining ‘fair play’ for guests is essential to good customer service. Disputes over cheating, whether from players or dealers, can disrupt the gaming floor and sour the atmosphere.

Integrating gaming table systems, live footage from PTZ cameras, and audio from the casino floor allows staff to quickly resolve disputes during gameplay, with minimal disruption to the flow of play.

Advanced surveillance pinpoints cheats or ‘persons of interest’ and, in turn, protects honest guests and a casino’s bottom line. Keeping the environment fair and enjoyable for everyone.

3. Identifying trends to optimise layout

The 24/7 surveillance ‘uptime’ is a regulatory requirement for casinos, which means a high volume of stored camera footage. Make sure you put it to good use.

Leveraging the right AI tools can turn this footage into actionable customer service enhancements. How? By using it to identify patterns in guests’ movement and behaviour. For example, spotting frequent bottlenecks near popular slot areas or concession stands that consistently underperform.

These insights can be used to adjust the casino layout accordingly. Moving high-traffic amenities closer to popular gaming zones or optimising the placement of concession stands can streamline traffic flow and improve guest satisfaction.

4. Keeping known bad actors out

Just as surveillance helps welcome good guests, it also keeps unwanted customers out, from card counters and disruptive patrons on ‘bad actor’ databases (internal and external) to gambling addicts on self-exclusion lists.

Pairing alarm management functionality and facial recognition software with blocklist and allowlist databases allows security teams to be alerted if unwanted patrons enter the premises, allowing them to intervene discreetly.

Not only does this help ensure responsible customers have a positive experience, but it also protects the casino's integrity, showing a strong stance on responsible gaming.

5. Effectively deploying staff and resolving service issues

Long queues for cash-out, drinks, or snacks are a turn-off for customers. Indeed, 6% of casino guests in the UK have complained about customer service issues in the last 12 months².

With the help of video analytics, casinos can monitor real-time footage to spot service inefficiencies. For instance, if an unusually long line forms at a cash cage or a busy concession stand, an alert can be generated to dispatch more staff instantly or open more facilities.

Over time, AI and video analytics can also help management make data-driven decisions around staffing requirements and stock control. This ensures a smooth experience for staff and patrons, maximising time spent enjoying the casino’s amenities, boosting customer experience and a casino’s bottom line.

¹ https://www.profitoptics.com/blog/the-customer-service-crisis-in-casinos
² https://www.gamblingcommission.gov.uk/statistics-and-research/publication/understanding-consumer-complaints#:~:text=According%20to%20our%20quantitative%20survey,a%20complaint%20but%20didn%27t.&text=The%20majority%20of%20complaints%20were,and%20those%20aged%2025%2D44