AI, Digital Signage Enhance Gun Lake Casino Guest Experience, Security

VSBLTY, a retail software and technology company, is taking a major step to prove that the guest experience and security can both be enhanced at entertainment venues through ground-breaking software and analytics devices. A revolutionary multi-phased pilot program was recently introduced at Gun Lake Casino in Wayland, Mich. The pilot integrates the company's Proactive Digital Displays withits three software platforms: DataCaptor, VisionCaptor and VSBLTY Vector.

All VSBLTY software modules use advanced FacialAnalytics that gather identified audience measurement (age, gender, dwell time, and sentiment). This data analysis happens in real time, even in large crowds or in motion.

"This software is designed to not only enhance the guest experience, but to create a virtual perimeter around the casino floor to analyze player behaviors, further gamify player engagement, all while augmenting security operations to make Gun Lake even safer," said VSBLTY Chief Executive Officer Jay Hutton.

One breakthrough feature of VSBLTY Vector is proprietary object recognition that identifies assault weapons and objects of interest that, if detected, can notify security.

 Hutton explained, "This is the advantage of AI and machine learning giving security and surveillance a new friend: the marketing department."

According to Salvatore Semola, president and COO of Gun Lake Casino, "This advanced digital signage technology creates an exciting guest experience by keeping them more engaged, helping make them safer, and also aiding risk management on the casino floor. We are committed to being best-in-class gaming operators, offering  memorable and fun player experiences."

Jan Talamo, Chief Creative Officer at VSBLTY, explained that with this program, Gun Lake Casino is expanding guest engagement by adding new interactive touchpoints.

"Gun Lake is using marketing messages to keep guests informed of offers, including more ways to win, while providing management information from sentiment to security, all in one application," he said. "Our VisionCaptor software allows marketers and casino operators to tailor messages delivered to the display depending on who is looking at them, all in real-time," Talamo said.

"This technology will be standard issue on casino floors in the future. It will change the way we view retail and rated play, insure us from visits from disassociated persons and create a better, safer and more engaged customer experience, and that's what's most important to Gun Lake," said Semola.