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Mikohn Gaming's TableLink Customers Hit the Jackpot with ProClarity Analytic Platform

  • September 01 2001, 1:00am EDT

Based in Las Vegas, Nevada, Mikohn Gaming is a diversified supplier to the casino gaming industry worldwide, specializing in the development of innovative products with recurring revenue potential. Mikohn, founded in 1986, develops, manufactures and markets an expanding array of slot games, table games and advanced player tracking and accounting systems for slot machines and table games.

With a noticeable increase in gaming and the explosion in slot play, casino directors are facing more complex business challenges today than ever before. On a continuous basis, new jurisdictions and casinos are emerging to create fierce competition in areas that have never been seen before. Mikohn's mission is to provide casino directors with tools and services to help them run their business more efficiently.

For the Table Games Divisions, competition comes not only from other casinos, but also from within the casino's own four walls. Slot machines have gained tremendous acceptance among the new breed of customers which, in turn, has forced table games to lose revenue and even be removed from the floor altogether.

Over the past decade, technology has also sided with the slot floor, allowing for advanced and more precise systems to track and cultivate the player database. Throughout the day, casino management, business analysts and accountants are faced with numerous questions relating to the casino floor. Mikohn's innovative TableLink System is designed to provide casino directors with the same online accountability, management information, merchandising tools, profitability and accuracy currently enjoyed by slot systems. This is accomplished by using casino chips with embedded RFIDs (radio frequency identification devices) units that are read via an antenna under each betting position. Because TableLink was providing detailed data not previously collected and analyzed by the casinos, Mikohn realized we needed to provide a way for customers to be versatile, creative and innovative in searching for new relationships between data and business trends.

TableLink was providing customers with greater visibility to data than ever before. However, it was still very difficult to answer pressing questions that would help customers run their casinos more efficiently.

Mikohn knew that the current casino systems could not accommodate the new data being provided by TableLink alone. An analytics module was needed to help casino managers answer critical questions about their businesses.

After careful evaluation of data analysis products, Mikohn executives identified ProClarity as the best solution to meet their unique requirements. ProClarity was chosen for its powerful and robust analytic capabilities as well as its ease of integration and customization. The benefits of bundling ProClarity with TableLink products versus developing the analytic module in house far outweighed the costs associated with doing so. For a minimal investment, Mikohn was able to deliver a complete and powerful analytic solution along with their TableLink product line to meet the analysis needs of customers.

By offering award-winning ProClarity analysis software as a module of the TableLink product line, Mikohn casino customers are now equipped with a game analysis tool that is a quantum leap ahead of the industry. ProClarity helps them manage the casino more efficiently, easily perform ad hoc analysis and have updated key performance criteria delivered directly to the desktop.

The combined solution of Mikohn's TableLink product line and ProClarity provides casino managers with intuitive information exploration that any user can employ from his or her desktop for timely, more accurate game management and player trend analysis; flexible solutions that help gaming companies share information across the enterprise (i.e., among departments, casinos and corporate offices) using standard office tools; and superior custom decision support applications that manage vast amounts of game, player and personnel performance data.

TableLink and ProClarity comprise a cohesive decision support system to help casinos realize their fullest revenue potentials and marketing effectiveness. By uncovering and tracking key performance metrics including market penetration, employee productivity, patron profitability and the success of each game, ProClarity and TableLink provide the most advanced and thriving casino management environment available.

The ProClarity Analytic Platform 3.0 provides a Web-enabled, customizable analytic application development platform for delivering analytics throughout the enterprise. ProClarity enables customization through over 90 unique components and a robust object model. The ProClarity Enterprise Server enables the centralized Web administration of award-winning ProClarity analytic software as extensible, zero-footprint thin clients, as rich components or the client/server desktop client.

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