( Read more: 3-D body scanners and virtual shoes: The new retail)Ī core aim of the Caesars analytics team is to identify casino customers who have disappeared and re-engage them in the scene. The game itself may direct the player to another machine, or a casino worker may be on hand to take advantage of the information from the digital interface and lead players to a machine where they are likely to find their interests matched. "We have digital interfaces on the games now," Loveman said. One slot player likes a game that has frequent and small payouts, while another prefers the jackpot machine and has a world of patience. The real-world applications of the hidden operation stretch from Vegas to Atlantic City. "We're running experiments to see what people are willing to do on the margin." "There's a constellation of interests, and we want that to reflect what we learned about them last time," Loveman said. Wealthy people may have unsophisticated culinary taste, while less affluent patrons must try the latest fusion cuisine. In many cases, the data reveal surprising, counterintuitive trends. ( Read more: The three-and-a-half point Vegas cyborg) "We're trying to predict the things that will interest them based on demographics and their revealed behavior," Loveman said. That includes every restaurant, casino, spa and golf course purchase, as well as spending at other properties of the gaming and entertainment company. "We collect all the transactional data when customers are with us," said Gary Loveman, Caesars chairman and CEO, speaking on CNBC's "Squawk Box" on Thursday. Personal Loans for 670 Credit Score or Lower Personal Loans for 580 Credit Score or Lower Best Debt Consolidation Loans for Bad Credit
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