Supplier News
UK – Les A hails Cammegh’s technology and response
By Phil - 7 February 2014
Les Ambassadeurs Club, one of London’s finest Mayfair casinos, has poured praise on Cammegh Ltd for supplying and installing bespoke, customised and highly technical equipment across its gaming floor efficiently and above all quickly.
Kevin McGowen, Chief Marketing Officer for Les Ambassadeurs Club, said: “Cammegh is possibly the very best partner we’ve worked with in this particular type of technology. From the beginning of the discussions through the negotiations about the bespoke elements, they were able to understand and cater to the needs of our brand and the turnaround time was quick. We are very satisfied.”
Les A placed an initial urgent order of 10 Billboard 2 LCD displays to be installed by May in time for the Champions League final. The club then ordered 14 Mercury 360 Roulette wheels with bespoke turrets plus 24 more Billboard 2 displays – 14 for the Roulette tables, the remainder for baccarat and other card games – each customised with elegant wooden bezels. The Billboard displays also feature discreetly mounted surveillance cameras. In addition, the rich data flow provided by Cammegh’s products needed to talk to Les A’s new casino management system, supplied by Intelligent Gaming.
The phased roll-out was completed within 90 days of signing the complex agreement.
Les A’s high-rolling clients are among the most demanding in the world and Cammegh’s products are now allowing it to meet their needs more quickly and efficiently and in ways unthought-of previously.
“Some of our clients, particularly those from Asia and the Far East playing Punto Banco/Baccarat, are very specific about how they want their displays laid out,” said Mr. McGowen. “Cammegh’s Billboard displays allow us to offer multiple options, so that if we have a customer who doesn’t care for the colour blue and prefers red, or who likes a dragon theme, we have a bespoke display that we can bring up in an instant. It’s truly an elegant solution.”
Beyond the compelling exteriors and adaptable functionality, however, the new data that the Mercury 360 wheels and now also EyeCard cameras are harvesting is enhancing security and game protection as well as the player experience.
Mr. McGowen said: “Historically we had separate systems and databases that a human had to analyse for patterns and averages, always after the event and not very frequently. Now the data is readily available: if a wheel is off-balance, we know instantly and can make the appropriate adjustments. We can tell if someone is putting pressure on the table to try and change the levelling of the wheel. But there’s an important customer service element too: some customers prefer a slower game, some a faster. We can now monitor that and, if the rate is outside their expectations, intercede before they even have to mention it. The idea is to create a perfect experience for them every time.”
Les A’s Gaming Floor Technician Michael Stalker was Cammegh’s principal contact during the installation. He said: “For me, the fact that Cammegh is a family business was first and foremost: the level
of service and aftercare went above even my expectations. I’ve worked with bigger companies before and all you are is a name and number, whereas with Andrew and his team, they will do anything they can.”
He continued: “Integration with the CMS is ongoing but has been hugely speeded up because Cammegh did everything to the specification we asked for first time.”
The second phase of the installation is now underway and involves the detailed process of configuring Cammegh’s EyeCard Plus system over the card tables to provide another flow of rich data that will allow Les A to monitor hands per hour and quickly resolve any disputes.
“That’s very valuable to us as an organisation,” said Mr. McGowen. “Already the Billboard displays at the card tables offer many wonderful promotional elements, so many that we may not be able to capitalise on them all in the same way that a volume house could. In this phase we’re working with Cammegh on some marketing elements, including hot card combinations on the displays.”
Andrew Cammegh, Director of Cammegh Ltd, said: “Working together has been a great experience on both sides. Les Ambassadeurs’ can-do attitude is compatible with our own, this has brought the best out
of everyone involved with the project, which in turn has helped realise what Les A set out to achieve.”
He added: “Les A chose Cammegh for the quality of our roulette wheels, our displays, our system and our expertise: but they also chose Cammegh for our enthusiasm and commitment to deliver exactly what they wanted, when they wanted it.”
