OPTX
EMBRACING AI We spoke to Brooke Fiumara, co-CEO at Optx on its upcoming showing at G2E, as well as the future of the gaming industry and how AI is ready to take us there. At this year’s G2E we'll be showing our products that focus on slots, marketing and player development and for each of these products we have a new and technologically advanced artificial intelligence enhancement or component that really brings these core offerings to the next level. One of the things I’m most excited about is showing operators that there are tools out there, ours being one of them, that block and tackle the day-to-day challenges of casino and gaming operations, using the advancements of modern technology and preparing properties for a future which is more proactive rather than reactive. Shows like G2E really give operators a single place to view all of the latest and greatest technology that’s available in the market place and I think there is tremendous value for operators spending time, walking around and looking at non-legacy products. We know the big companies that have been around for decades but G2E gives newer companies, like Optx, the ability to really show what we are doing and why it is different. For me, I’m excited to reach new customers that I normally wouldn’t be able to get in front.
ON AI Going down the route of AI is rooted in the decision that operators constantly have to make, that being the choice between the right answer for the business and the practical answer that a business choses due to limited resources. We want to provide the opportunity for business to execute the right answer, and make it easy, where historically great teams know what they need to do, but lack time, resources and access to the information to execute the right decisions. We want to take the friction out of this decision and allow operators to execute top level, very detailed strategies quickly and seemingly through a tool like Optx. The gaming industry is at a precipice of immense change. Things are becoming less about what is happening within the four walls of a casino, and becoming more about what’s happening on the outside. With race and sports, social gaming, igaming and cashless, these are all incredibly important attributes to the decisions you make around players and around assets on your property, but they are all influenced by data 40 GAMINGAMERICA
BROOKE FIUMARA
collected outside of a brick-and-mortar space. Properties that consider all of this data and use more advanced AI algorithms to predict and profile customers, I think, is the future. There is so much data and information that exists around players and the property and it only continues to grow as these new sources of information are brought online (cashless, social, igaming, R&S just to name a few). AI and ML models can identify meaningful and marketable attributes around customers and machines long before traditional methods can, allowing operators to be faster and more direct with their marketing and slot operations strategies.