AI Enables Comprehensive Player Tracking to Transform Casino Loyalty Programs

AI is reshaping loyalty programs at integrated resorts by allowing operators to track both carded and uncarded patrons across every wager, purchase and interaction. Data from smart tables and facial recognition creates detailed profiles that move beyond traditional tiered systems to assign individual value rankings. As reported by Inside Asian Gaming, this shift was a central topic at the IAG Academy Summit in Manila.

From Static Tiers to Dynamic Player Rankings

Mana Azizsoltani, Head of Analytics at Differential Labs, described the vast collection of data points as a “data soup.” Azizsoltani noted that AI can detect high-value players on the floor who might not be carded, then engage them directly with offers such as room comps. Aaron Raj, Chief Technology Officer at Angel Australasia, stated that the system tracks every human element at the same level whether registered or unregistered. “So, the patron doesn’t even know that he’s being tracked at that level. In this form, the way you do your loyalty completely changes, and how you address it is at a different level.”

Herris Kocibelli, Light & Wonder Systems Sales Manager, Asia, said loyalty is no longer about a tier but a ranking. Operators capture anonymous play on smart tables or slots, assign a number, and rate the individual’s value to the property. Joe Mayer, Systems Sales & Operations Manager, APAC for Konami, observed that identifying and rewarding every player improves the VIP journey and customer satisfaction in a way that pays for itself. The approach removes signup friction and delivers immediate value.

Implementation Risks and the Need for Evidence Layers

Operators still rely on siloed data systems across cage, marketing, surveillance and analytics teams, even though the underlying actions are the same. Laurent Fresnel, Syntrii Founder and CEO, called for a unified approach because customers extend beyond those already known. Talent shortages compound the problem, as AI experts gravitate toward Silicon Valley opportunities. Regulatory restrictions in many jurisdictions prevent full use of facial recognition for personalized greetings and offers.

Confidence in AI output is not absolute. Kocibelli cautioned that operators cannot blindly trust the technology and must keep oversight in place. Raj explained that Angel’s hybrid smart table system combines RFID and AI with snapshots, pictures and video for an evidence-based layer that supports the data. A separate risk comes from advantage players who use AI to exploit baccarat side bets enabled by these tables. Differential Labs estimated the resulting leakage across Asia at between US$500 million and US$700 million annually for bricks-and-mortar and online casinos combined. Kocibelli suggested that regulators focus on outcomes rather than the technology itself to address self-teaching AI.

The competitive dynamic now resembles an arms race. Operators that integrate their data layers, secure appropriate talent and align with outcome-based rules will be positioned to close the loop on rewards and comps while limiting leakage.

Reporting: Inside Asian Gaming

Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.