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Digital First focus sees operator digitising processes, automating and standardising games and introducing guest participation
Holland Casino is adding some striking innovations to its range of games and the food assortment to its casino in Eindhoven with a Digital First focus, seeing the operator digitising processes, automating and standardising the range of games and emphatically introducing guest participation.
Since April, the venue has been conducting a trial with innovations that further improve the quality of the stay in the casino. If the trial is successful and the public is satisfied, the changes will find their way to other locations. On the gaming floor, the Multi Game Arena, a form of a live table game. Unlike regular table games, visitors do not sit together at the gaming table, but each separately or in pairs behind their own terminal. There, players can place their bets on various familiar game types without others watching, but with a live dealer.
The renewal has been given the working name ‘digital first’. It is an operation that makes it possible to deal efficiently with the scarce supply of expert and skilled personnel in the tight labor market. According to the formula manager,
“Digital first focuses on the basic needs of the public,” Formular Manager Bartels said. “That means a super focus on what the guest really finds important. In practice, you choose to no longer offer everything, but you make sharp and excellent choices in order to then offer excellent quality on those choices. This applies across the board; from the range of games that must be innovative and where the most expert dealers work, the design of the room service, but also, for example, a compact menu in the food range, which is easy and quick to order and then becomes available to our guests everywhere. Physical safety, responsible game offerings; These are also the things we emphatically focus on.”
The introduction of the live Multi Game Arena fits seamlessly into the picture of guest participation, as Holland Casino strives for.
“The Multi Game is about the same games and a live dealer, as we already offer, but from behind a terminal, where you determine the pace and the stakes yourself. You can choose a lower amount than at the table. So you can basically play with less risk and with smaller amounts. And there are no others watching. For many guests, that feels more comfortable.”
“The reason for the pilots is obvious,” said Bartels added. “There is a changed need among the public. People want to pay and register digitally, and not wait in a queue. They expect fast service and comfort. We respond to this without it being at the expense of what makes Holland Casino unique; The grandeur, that special atmosphere that you experience when you visit us.”
“That is why the changes will not be automatically implemented in all branches. The roll-out will be tailor-made. Not everything is immediately applicable everywhere. A change will have to really fit in with a branch.”
The branches in Utrecht and Nijmegen are nominated to run a trial with (digital) self-registration by visitors and cloakroom lockers where visitors can safely store their bags and coats.
The changes are immediately visible on the floor. For example, the well-known restaurant with an extensive menu has made way for a modern and compact catering service: the food concept FUSE. If desired, visitors order their food and drinks via a QR code and consume it in a place of their choice: in the restaurant area, but at the bar or on the playing floor is also possible.
Bartels said: “A good example of what we do is digitising and thus accelerating access registration. Especially the younger audience does not understand why you still have to stand in line with us to identify yourself. They rightly ask the question why it has to be so complicated.”
Visitors can register via a terminal during the trial. In the future, registration options will be added via smartphone. Digital first also includes the arrival of QR codes for orders, but also the technical pre-sorting for further expansion of the number of payment options in the casino.
The changed approach also includes casino stewards, usually the most experienced employees who will assist on the floor, for example with hospitality, game explanations or help with digital registration upon entry.
Bartels added: “The idea is that visitors are guided through the entire process of automation. We look at guest satisfaction for each change. It’s nice that we want to change it all, but of course it has to be proven that our guests also think it’s an improvement.”
