Smart tables drive faster play and increased revenue in Macau: Citigroup

The use of “smart” gaming tables fitted with radio frequency identification (RFID) technology has the potential to significantly boost casino revenue in Macau, according to a recent report from Citigroup.

By reducing by just five seconds each hand of baccarat, smart table usage could lead to a 5.9% increase in gross gaming revenue without the need to attract any additional customers, the analysts estimated. This efficiency boost stems from accelerated gameplay and an increase in hands dealt per hour.

“If the use of smart gaming tables becomes more widespread, we will be much more confident in the long-term growth prospects of the Macau gaming industry,” stated the research note, as cited in a GGR Asia report.

Currently, approximately 10% of tables in Macau are equipped with this technology. However, Citigroup suggested that more widespread adoption could further cement long-term growth of the gaming industry.

In addition to revenue growth, smart tables provide other benefits like more accurate tracking of foreign players. This data collection could lower casino tax rates, strengthen anti-money laundering controls, and prevent the use of counterfeit chip use, all of which are priorities for the Macau government.

The technology also allows casinos to gather detailed analytics on individual customer behavior and spending habits. This information allows casinos to more precisely determine the value of each player and reward top spenders with tailored complimentary perks and incentives.

“For example, it makes sense for casinos to increase their comps on players who consistently spend 10% of their baccarat wages on the Lucky 6 exotic bet, as these players are, in our estimates, worth 125.5% more than players who strictly do main bets,” the Citigroup note states.

Ben Lee, managing partner of IGamiX Management & Consulting, previously noted that the adoption of RFID by Macau’s gaming concessionaires could provide the government with access to gambling data at a level that was previously unimaginable.

The casino expert said that every bet can be tracked back to the player, providing insights into the locations of players and betting amounts and volumes.

Gaming operators including Galaxy Entertainment Group, Melco Resorts and SJM announced plans to roll out the technology on their casino floors, with Wynn Macau reportedly considering introducing it in the near future.

Staff Reporter