US20100124980A1 - method for configuring casino operations - Google Patents

Abstract

Embodiments of the present invention are directed to a method of optimizing at least one performance variable, such as revenue or profitability, indicative of the performance of a casino. An initial set of operating parameters is set. At least one environmental variable, such as traffic, weather, time, cost of transportation, etc. are monitored as is the performance variable. An artificial intelligence program changes operating parameters, such as player-tracking rewards, bonuses, comps, advertising, etc. The program determines the effect of the change, and further changes the operating parameter as a function of the effect and the environmental variable.

Description

FIELD OF THE INVENTION
• This disclosure relates generally to operation of casinos and more particularly to operations including configuring games, advertising, and/or staffing.
BACKGROUND
• Casino performance is affected by a host of factors, some of which the casino can control. Other factors are environmental factors over which the casino has no or little ability to control. For example, factors that the casino can control include its player-loyalty program, complementary amenities to players, promotions, and bonuses, which are awards given to players over and above any payment required by a paytable in a game. The type of games available to play, and factors such as their payback percentages, location, denomination, and speed are also under control of the casino.
• The player-loyalty program tracks the play of enrolled players and typically provides goods and services, including additional gaming credits, in proportion to the amount wagered. All of the foregoing can be configured by the casino to be richer or leaner from the players' perspective. Obviously, if the casino is always packed with players there is little motivation to provide extensive promotional give-aways, free gaming credit, and lavish complementary amenities, all of which cut into casino profitability. On the other hand, if there are few players on the floor, profitability might be increased by spending more for these kinds of inducements to draw players to the games.
• Another factor over which the casino can exert control is staffing levels, which are set by the casino. Too few staff for the customers results in poor service and may ultimately result in lower profitability, even thought there is a labor savings. Similarly, if there is too many staff for the crowd, although service is presumably at a high level, cost is up thus reducing profitability.
• Advertising by the casino, either through print or broadcast media, or directly targeted by mail, email, phone call, text message, and similar communications, also affects business. Too little advertising may save money in the budget, but diminishing customer numbers results in decreased profitability. Like staffing, there is a law of diminishing returns: too much advertising may not be drawing in much in the way of additional players while increasing casino expenses.
• Environmental factors over which the casino has virtually no control include such things as the weather, local traffic, cost and availability of transportation (gas, airline tickets, rental cars, etc.), and competition for the gaming dollar, including competitor casinos and other area events. The time of each day and the day of the week correlate with the numbers of players on a casino floor. Holidays and the times immediately before and after also have a generally known effect that either tends to increase or decrease the number of players.
• It is extremely complex to consider all of the factors that might affect casino performance, such as profitability a market share, and to adjust the variables over which the casino can exert control in a way that optimizes desired performance.
BRIEF DESCRIPTION OF THE DRAWINGS
• FIG. 1A is a functional block diagram that illustrates a gaming device according to embodiments of the invention.
• FIG. 1B is an isometric view of the gaming device illustrated inFIG. 1A.
• FIGS. 2A,2B, and2C are detail diagrams of exemplary types of gaming devices according to embodiments of the invention.
• FIG. 3 is a functional block diagram of networked gaming devices according to embodiments of the invention.
• FIG. 4 is a functional block diagram showing an additional portion of the network ofFIG. 3.
• FIG. 5 is a flow chart depicting operation of an embodiment of the invention.
DETAILED DESCRIPTION
• FIGS. 1A and 1B illustrate example gaming devices according to embodiments of the invention.
• Referring toFIGS. 1A and 1B, agaming device10 is an electronic gaming machine. Although an electronic gaming machine or “slot” machine is illustrated, various other types of devices may be used to wager monetarily based credits on a game of chance in accordance with principles of the invention. The term “electronic gaming device” is meant to include various devices such as electro-mechanical spinning-reel type slot machines, video slot machines, and video poker machines, for instance. Other gaming devices may include computer-based gaming machines, wireless gaming devices, multi-player gaming stations, modified personal electronic gaming devices (such as cell phones), personal computers, server-based gaming terminals, and other similar devices. Although embodiments of the invention will work with all of the gaming types mentioned, for ease of illustration the present embodiments will be described in reference to theelectronic gaming machine10 shown inFIGS. 1A and 1B.
• Thegaming device10 includes acabinet15 housing components to operate thegaming device10. Thecabinet15 may include agaming display20, abase portion13, atop box18, and aplayer interface panel30. Thegaming display20 may include mechanical spinning reels (FIG. 2A), a video display (FIGS. 2B and 2C), or a combination of both spinning reels and a video display (not shown). Thegaming cabinet15 may also include acredit meter27 and a coin-in orbet meter28. Thecredit meter27 may indicate the total number of credits remaining on thegaming device10 that are eligible to be wagered. In some embodiments, thecredit meter27 may reflect a monetary unit, such as dollars. However, it is often preferable to have thecredit meter27 reflect a number of ‘credits,’ rather than a monetary unit. Thebet meter28 may indicate the amount of credits to be wagered on a particular game. Thus, for each game, the player transfers the amount that he or she wants to wager from thecredit meter27 to thebet meter28. In some embodiments, various other meters may be present, such as meters reflecting amounts won, amounts paid, or the like. In embodiments where thegaming display20 is a video monitor, the information indicated on the credit meters may be shown on the gaming display itself20 (FIG. 2B).
• Thebase portion13 may include alighted panel14, a coin return (not shown), and agaming handle12 operable on a partially rotatingpivot joint11. Thegame handle12 is traditionally included on mechanical spinning-reel games, where the handle may be pulled toward a player to initiate the spinning ofreels22 after placement of a wager. Thetop box18 may include alighted panel17, a video display (such as an LCD monitor), a mechanical bonus device (not shown), and acandle light indicator19. Theplayer interface panel30 may include various devices so that a player can interact with thegaming device10.
• Theplayer interface panel30 may include one ormore game buttons32 that can be actuated by the player to cause thegaming device10 to perform a specific action. For example, some of thegame buttons32 may cause thegaming device10 to bet a credit to be wagered during the next game, change the number of lines being played on a multi-line game, cash out the credits remaining on the gaming device (as indicated on the credit meter27), or request assistance from casino personnel, such as by lighting thecandle19. In addition, theplayer interface panel30 may include one or more game actuatingbuttons33. The game actuatingbuttons33 may initiate a game with a pre-specified amount of credits. On some gaming devices10 a “Max Bet” game actuatingbutton33 may be included that places the maximum credit wager on a game and initiates the game. Theplayer interface panel30 may further include abill acceptor37 and aticket printer38. Thebill acceptor37 may accept and validate paper money or previously printed tickets with a credit balance. Theticket printer38 may print out tickets reflecting the balance of the credits that remain on thegaming device10 when a player cashes out by pressing one of thegame buttons32 programmed to cause a ‘cashout.’ These tickets may be inserted into other gaming machines or redeemed at a cashier station or kiosk for cash.
• Thegaming device10 may also include one ormore speakers26 to transmit auditory information or sounds to the player. The auditory information may include specific sounds associated with particular events that occur during game play on thegaming device10. For example, a particularly festive sound may be played during a large win or when a bonus is triggered. Thespeakers26 may also transmit “attract” sounds to entice nearby players when the game is not currently being played.
• Thegaming device10 may further include asecondary display25. Thissecondary display25 may be a vacuum fluorescent display (VFD), a liquid crystal display (LCD), a cathode ray tube (CRT), a plasma screen, or the like. Thesecondary display25 may show any combination of primary game information and ancillary information to the player. For example, thesecondary display25 may show player tracking information, secondary bonus information, advertisements, or player selectable game options.
• Thegaming device10 may include a separate information window (not shown) dedicated to supplying any combination of information related to primary game play, secondary bonus information, player tracking information, secondary bonus information, advertisements or player selectable game options. This window may be fixed in size and location or may have its size and location vary temporally as communication needs change. One example of such a resizable window is International Game Technology's “service window”. Another example is Las Vegas Gaming Incorporated's retrofit technology which allows information to be placed over areas of the game or the secondary display screen at various times and in various situations.
• Thegaming device10 includes amicroprocessor40 that controls operation of thegaming device10. If thegaming device10 is a standalone gaming device, themicroprocessor40 may control virtually all of the operations of the gaming devices and attached equipment, such as operating game logic stored in memory (not shown) as firmware, controlling thedisplay20 to represent the outcome of a game, communicating with the other peripheral devices (such as the bill acceptor37), and orchestrating the lighting and sound emanating from thegaming device10. In other embodiments where thegaming device10 is coupled to anetwork50, as described below, themicroprocessor40 may have different tasks depending on the setup and function of the gaming device. For example, themicroprocessor40 may be responsible for running the base game of the gaming device and executing instructions received over thenetwork50 from a bonus server or player tracking server. In a server-based gaming setup, themicroprocessor40 may act as a terminal to execute instructions from a remote server that is running game play on the gaming device.
• Themicroprocessor40 may be coupled to a machine communication interface (MCI)42 that connects thegaming device10 to agaming network50. TheMCI42 may be coupled to themicroprocessor40 through a serial connection, a parallel connection, an optical connection, or in some cases a wireless connection. Thegaming device10 may include memory41 (MEM), such as a random access memory (RAM), coupled to themicroprocessor40 and which can be used to store gaming information, such as storing total coin-in statistics about a present or past gaming session, which can be communicated to a remote server or database through theMCI42. TheMCI42 may also facilitate communication between thenetwork50 and thesecondary display25 or aplayer tracking unit45 housed in thegaming cabinet15.
• Theplayer tracking unit45 may include anidentification device46 and one ormore buttons47 associated with theplayer tracking unit45. Theidentification device46 serves to identify a player, by, for example, reading a player-tracking device, such as a player tracking card that is issued by the casino to individual players who choose to have such a card. Theidentification device46 may instead, or additionally, identify players through other methods. Player tracking systems using player tracking cards andcard readers46 are known in the art. Briefly summarizing such a system, a player registers with the casino prior to commencing gaming. The casino issues a unique player-tracking card to the player and opens a corresponding player account that is stored on a server or host computer, described below with reference toFIG. 3. The player account may include the player's name and mailing address and other information of interest to the casino in connection with marketing efforts. Prior to playing one of the gaming devices in the casino, the player inserts the player tracking card into theidentification device46 thus permitting the casino to track player activity, such as amounts wagered, credits won, and rate of play.
• To induce the player to use the card and be an identified player, the casino may award each player points proportional to the money or credits wagered by the player. Players typically accrue points at a rate related to the amount wagered, although other factors may cause the casino to award the player various amounts. The points may be displayed on thesecondary display25 or using other methods. In conventional player tracking systems, the player may take his or her card to a special desk in the casino where a casino employee scans the card to determine how many accrued points are in the player's account. The player may redeem points for selected merchandise, meals in casino restaurants, or the like, which each have assigned point values. In some player tracking systems, the player may use thesecondary display25 to access their player tracking account, such as to check a total number of points, redeem points for various services, make changes to their account, or download promotional credits to thegaming device10. In other embodiments, theidentification device46 may read other identifying cards (such as driver licenses, credit cards, etc.) to identify a player and match them to a corresponding player tracking account. AlthoughFIG. 1A shows theplayer tracking unit45 with a card reader as theidentification device46, other embodiments may include aplayer tracking unit45 with a biometric scanner, PIN code acceptor, or other methods of identifying a player to pair the player with their player tracking account.
• During typical play on agaming device10, a player plays a game by placing a wager and then initiating a gaming session. The player may initially insert monetary bills or previously printed tickets with a credit value into thebill acceptor37. The player may also put coins into a coin acceptor (not shown) or a credit, debit or casino account card into a card reader/authorizer (not shown). One of skill in the art will readily see that this invention is useful with all gambling devices, regardless of the manner in which wager value-input is accomplished.
• Thecredit meter27 displays the numeric credit value of the money inserted dependent on the denomination of thegaming device10. That is, if thegaming device10 is a nickel slot machine and a $20 bill inserted into thebill acceptor37, the credit meter will reflect 400 credits or one credit for each nickel of the inserted twenty dollars. Forgaming devices10 that support multiple denominations, thecredit meter27 will reflect the amount of credits relative to the denomination selected. Thus, in the above example, if a penny denomination is selected after the $20 is inserted the credit meter will change from 400 credits to 2000 credits.
• A wager may be placed by pushing one or more of thegame buttons32, which may be reflected on thebet meter28. That is, the player can generally depress a “bet one” button (one of the buttons on theplayer interface panel30, such as32), which transfers one credit from thecredit meter27 to thebet meter28. Each time thebutton32 is depressed an additional single credit transfers to thebet meter28 up to a maximum bet that can be placed on a single play of theelectronic gaming device10. The gaming session may be initiated by pulling the gaming handle12 or depressing thespin button33. On somegaming devices10, a “max bet” button (another one of thebuttons32 on the player interface panel30) may be depressed to wager the maximum number of credits supported by thegaming device10 and initiate a gaming session.
• If the gaming session does not result in any winning combination, the process of placing a wager may be repeated by the player. Alternatively, the player may cash out any remaining credits on thecredit meter27 by depressing the “cash-out” button (anotherbutton32 on the player interface panel30), which causes the credits on thecredit meter27 to be paid out in the form of a ticket through theticket printer38, or may be paid out in the form of returning coins from a coin hopper (not shown) to a coin return tray.
• If instead a winning combination (win) appears on thedisplay20, the award corresponding to the winning combination is immediately applied to thecredit meter27. For example, if thegaming device10 is a slot machine, a winning combination ofsymbols23 may land on a played payline onreels22. If any bonus games are initiated, thegaming device10 may enter into a bonus mode or simply award the player with a bonus amount of credits that are applied to thecredit meter27.
• FIGS. 2A to 2C illustrate exemplary types of gaming devices according to embodiments of the invention.FIG. 2A illustrates an example spinning-reel gaming machine10A,FIG. 2B illustrates an examplevideo slot machine10B, andFIG. 2C illustrates an examplevideo poker machine10C.
• Referring toFIG. 2A, a spinning-reel gaming machine10A includes agaming display20A having a plurality ofmechanical spinning reels22A. Typically, spinning-reel gaming machines10A have three to fivespinning reels22A. Each of the spinningreels22A hasmultiple symbols23A that may be separated by blank areas on the spinningreels22A, although the presence of blank areas typically depends on the number ofreels22A present in thegaming device10A and the number ofdifferent symbols23A that may appear on the spinningreels22A. Each of thesymbols22A or blank areas makes up a “stop” on thespinning reel22A where thereel22A comes to rest after a spin. Although the spinningreels22A ofvarious games10A may have various numbers of stops, many conventional spinning-reel gaming devices10A havereels22A with twenty two stops.
• During game play, the spinningreels22A may be controlled by stepper motors (not shown) under the direction of the microprocessor40 (FIG. 1A). Thus, although the spinning-reel gaming device10A has mechanical based spinningreels22A, the movement of the reels themselves is electronically controlled to spin and stop. This electronic control is advantageous because it allows a virtual reel strip to be stored in thememory41 of thegaming device10A, where various “virtual stops” are mapped to each physical stop on thephysical reel22A. This mapping allows thegaming device10A to establish greater awards and bonuses available to the player because of the increased number of possible combinations afforded by the virtual reel strips.
• A gaming session on a spinningreel slot machine10A typically includes the player pressing the “bet-one” button (one of thegame buttons32A) to wager a desired number of credits followed by pulling the gaming handle12 (FIGS. 1A,1B) or pressing thespin button33A to spin thereels22A. Alternatively, the player may simply press the “max-bet” button (another one of thegame buttons32A) to both wager the maximum number of credits permitted and initiate the spinning of thereels22A. The spinningreels22A may all stop at the same time or may individually stop one after another (typically from left to right) to build player anticipation. Because thedisplay20A usually cannot be physically modified, some spinningreel slot machines10A include an electronic display screen in the top box18 (FIG. 1B), a mechanical bonus mechanism in thetop box18, or a secondary display25 (FIG. 1A) to execute a bonus.
• Referring toFIG. 2B, avideo gaming machine10B may include avideo display20B to displayvirtual spinning reels22B and variousother gaming information21B. Thevideo display20B may be a CRT, LCD, plasma screen, or the like. It is usually preferable that thevideo display20B be a touchscreen to accept player input. A number ofsymbols23A appear on each of thevirtual spinning reels22B. AlthoughFIG. 2B shows fivevirtual spinning reels22B, the flexibility of thevideo display20B allows forvarious reel22B and game configurations. For example, somevideo slot games10B spin reels for each individual symbol position (or stop) that appears on thevideo display20B. That is, each symbol position on the screen is independent of every other position during the gaming sessions. In these types of games, very large numbers of pay lines or multiple super scatter pays can be utilized since similar symbols could appear at every other position during the gaming sessions. In these types of games, very large numbers of pay lines or multiple super scatter pays can be utilized since similar symbols could appear at every symbol position on thevideo display20B. On the other hand, othervideo slot games10B more closely resemble the mechanical spinning reel games where symbols that are vertically adjacent to each other are part of the same continuousvirtual spinning reel22B.
• Because thevirtual spinning reels22B, by virtue of being computer implemented, can have almost any number of stops on a reel strip, it is much easier to have a greater variety of displayed outcomes as compared to spinning-reel slot machines10A (FIG. 2A) that have a fixed number of physical stops on each spinningreel22A.
• With the possible increases inreel22B numbers and configurations over themechanical gaming device10A,video gaming devices10B often havemultiple paylines24 that may be played. By havingmore paylines24 available to play, the player may be more likely to have a winning combination when thereels22B stop and the gaming session ends. However, since the player typically must wager at least a minimum number of credits to enable eachpayline24 to be eligible for winning, the overall odds of winning are not much different, if at all, than if the player is wagering only on a single payline. For example, in a five line game, the player may bet one credit perpayline24 and be eligible for winning symbol combinations that appear on any of the five playedpaylines24. This gives a total of five credits wagered and five possible winningpaylines24. If, on the other hand, the player only wagers one credit on onepayline24, but plays five gaming sessions, the odds of winning would be identical as above: five credits wagered and five possible winningpaylines24.
• Because thevideo display20B can easily modify the image output by thevideo display20B, bonuses, such as second screen bonuses are relatively easy to award on thevideo slot game10B. That is, if a bonus is triggered during game play, thevideo display20B may simply store the resulting screen shot in memory and display a bonus sequence on thevideo display20B. After the bonus sequence is completed, thevideo display20B may then retrieve the previous screen shot and information from memory, and re-display that image.
• Also, as mentioned above, thevideo display20B may allow variousother game information21B to be displayed. For example, as shown inFIG. 2B, banner information may be betmeter28, the same information can instead be displayed on thevideo display20B. In addition, “soft buttons”29B such as a “spin” button or “help/see pays” button may be built using the touchscreen video display20B. Such customization and ease of changing the image shown on thedisplay20B adds to the flexibility of thegame10B.
• Even with the improved flexibility afforded by thevideo display20B, severalphysical buttons32B and33B are usually provided onvideo slot machines10B. These buttons may includegame buttons32B that allow a player to choose the number ofpaylines24 he or she would like to play and the number of credits wagered on eachpayline24. In addition, a max bet button (one of thegame buttons32B) allows a player to place a maximum credit wager on the maximum number ofavailable paylines24 and initiate a gaming session. A repeat bet orspin button33B may also be used to initiate each gaming session when the max bet button is not used.
• Referring toFIG. 2C, a videopoker gaming device10C may include avideo display20C that is physically similar to thevideo display20B shown inFIG. 2B. Thevideo display20C may show a poker hand of fivecards23C and variousother player information21C including a paytable for various winning hands, as well as a plurality of player selectablesoft buttons29C. Thevideo display20C may present a poker hand of fivecards23C and variousother player information21C including a number of player selectable soft (touch-screen)buttons29C and a paytable for various winning hands. Although the embodiment illustrated inFIG. 3C shows only one hand of poker on thevideo display20C, various othervideo poker machines10C may show several poker hands (multi-hand poker). Typically,video poker machines10C play “draw” poker in which a player is dealt a hand of five cards, has the opportunity to hold any combination of those five cards, and then draws new cards to replace the discarded ones. All pays are usually given for winning combinations resulting from the final hand, although somevideo poker games10C may give bonus credits for certain combinations received on the first hand before the draw. In the example shown inFIG. 2C a player has been dealt two aces, a three, a six, and a nine. Thevideo poker game10C may provide a bonus or payout for the player having been dealt the pair of aces, even before the player decides what to discard in the draw. Since pairs, three of a kind, etc. are typically needed for wins, a player would likely hold the two aces that have been dealt and draw three cards to replace the three, six, and nine in the hope of receiving additional aces or other cards leading to a winning combination with a higher award amount. After the draw and revealing of the final hand, thevideo poker game10C typically awards any credits won to the credit meter.
• The player selectablesoft buttons29C appearing on the screen respectively correspond to each card on thevideo display20C. Thesesoft buttons29C allow players to select specific cards on thevideo display20C such that the card corresponding to the selected soft button is “held” before the draw. Typically,video poker machines10C also includephysical game buttons32C that correspond to the cards in the hand and may be selected to hold a corresponding card. A deal/draw button33C may also be included to initiate a gaming session after credits have been wagered (with abet button32C, for example) and to draw any cards not held after the first hand is displayed.
• Although examples of a spinningreel slot machine10A, avideo slot machine10B, and avideo poker machine10C have been illustrated inFIGS. 2A-2C, gaming machines and various other types of gaming devices known in the art are contemplated and are within the scope of the invention.
• FIG. 3 is a block diagram illustrating networked gaming devices according to embodiments of the invention. Referring toFIG. 3, multiple electronic gaming devices (EGMs)70,71,72,73,74, and75 may be coupled to one another and coupled to aremote server80 through anetwork50. For ease of understanding, gaming devices orEGMs70,71,72,73,74, and75 are generically referred to as EGMs70-75. The term EGMs70-75, however, may refer to any combination of one or more ofEGMs70,71,72,73,74, and75. Additionally, thegaming server80 may be coupled to one ormore gaming databases90. Thesegaming network50 connections may allow multiple gaming devices70-75 to remain in communication with one another during particular gaming modes such as tournament play or remote head-to-head play. Although some of the gaming devices70-75 coupled on thegaming network50 may resemble thegaming devices10,10A,10B, and10C shown inFIGS. 1A-1B and2A-2C, other coupled gaming devices70-75 may include differently configured gaming devices. For example, the gaming devices70-75 may includetraditional slot machines75 directly coupled to thenetwork50, banks ofgaming devices70 coupled to thenetwork50, banks ofgaming devices70 coupled to the network through abank controller60, wirelesshandheld gaming machines72 andcell phones73 coupled to thegaming network50 through one or more wireless routers orantennas61,personal computers74 coupled to thenetwork50 through theinternet62, and banks ofgaming devices71 coupled to the network through one or more optical connection lines64. Additionally, some of thetraditional gaming devices70,71, and75 may include electronic gaming tables, multi-station gaming devices, or electronic components operating in conjunction with non-gaming components, such as automatic card readers, chip readers, and chip counters, for example.
• Gaming devices71 coupled over anoptical line64 may be remote gaming devices in a different location or casino. Theoptical line64 may be coupled to thegaming network50 through an electronic tooptical signal converter63 and may be coupled to thegaming devices71 through an optical toelectronic signal converter65. The banks ofgaming devices70 coupled to thenetwork50 may be coupled through abank controller60 for compatibility purposes, for local organization and control, or for signal buffering purposes. Thenetwork50 may include serial or parallel signal transmission lines and carry data in accordance with data transfer protocols such as Ethernet transmission lines, Rs-232 lines, firewire lines, USB lines, or other communication protocols. Although not shown inFIG. 3, substantially theentire network50 may be made of fiber optic lines or may be a wireless network utilizing a wireless protocol such as IEEE 802.11 a, b, g, or n, Zigbee, RF protocols, optical transmission, near-field transmission, or the like.
• As mentioned above, each gaming device70-75 may have an individual processor40 (FIG. 1A) andmemory41 to run and control game play on the gaming device70-75, or some of the gaming devices70-75 may be terminals that are run by aremote server80 in a server based gaming environment. Server based gaming environments may be advantageous to casinos by allowing fast downloading of particular game types or themes based on casino preference or player selection. Additionally, tournament based games, linked games, and certain game types, such as BINGO or keno may benefit from at least someserver80 based control.
• Thus, in some embodiments, thenetwork50,server80, anddatabase90 may be dedicated to communications regarding specific game or tournament play. In other embodiments, however, thenetwork50,server80, anddatabase90 may be part of a player tracking network. For player tracking capabilities, when a player inserts a player tracking card in the card reader46 (FIG. 1A), theplayer tracking unit45 sends player identification information obtained on thecard reader46 through theMCI42 over thenetwork50 to theplayer tracking server80, where the player identification information is compared to player information records in theplayer database90 to provide the player with information regarding their player account or other features at thegaming device10 where the player is wagering. Additionally,multiple databases90 and/orservers80 may be present and coupled to one ormore networks50 to provide a variety of gaming services, such as both game/tournament data and player tracking data.
• The various systems described with reference toFIGS. 1-3 can be used in a number of ways. For instance, the systems can be used to track data about various players. The tracked data can be used by the casino to provide additional benefits to players, such as extra bonuses or extra benefits such as bonus games and other benefits as described above. These added benefits further entice the players to play at the casino that provides the benefits.
• Indicated generally at92 inFIG. 4 is another portion ofnetwork50. It includes aconfiguration server94 and aworkstation96, both of which are operatively connected for communication with other elements on the network.Network50 is also operatively connected to at least oneelectronics communications network98.Network98 comprises or may be connected to a cellular network for sending text and voice messages, a telephone network for sending voice messages, and/or a global communications network such as the Internet for sending email messages or posting messages, such as banner ads, to websites.
• Theconfiguration server94 includes a memory having a computer program for processing data that is also stored in the memory.Workstation96 may be used by casino personnel to enter data that can be stored in memories connected to the network, including the memory inconfiguration server94, and to issue commands on the network.
• Among other things, the memory associated withserver94 may store a budget, or a process for calculating a budget, for at least a portion of the casino operating expenses and projected revenues. Such a budget typically includes amounts allocated to the cost and numbers of staff for providing gaming and ancillary services provided on the casino floor and to advertising for the casino. The advertising budget may be subdivided to include Internet advertising, which may include banner ads on websites and direct emailing; advertising on broadcast radio and television as well as on cable and satellite providers; print media; and phone advertising, including delivery by voice and text on telephone and cellular networks.
• In addition to budget items allocated to advertising, portions of the budget related to marketing may also be included. Such marketing promotions may include complementary amenities provided to selected players as well as promotions to induce players to come to the casino. Such marketing promotions may be tiered to provide incentives that are roughly proportional to the amount of wagering that may be expected from a particular player or a particular class of players.
• The computer program in the memory ofserver94 implements an artificial intelligence (AI) process. The program may be of several different types, e.g., search and optimization. This approach searches for a solution among a number of possibilities or takes a base solution and optimizes it until it cannot be improved. It may include evolutionary computation in which solutions over several generations are evolved. Another AI approach that could implement the present method includes logical models, such as propositional or sentential logic, first-order logic, and fuzzy logic. Probabilistic methods are other AI approaches that are suitable for the present method. These include Bayesian networks, Markov models, Kalman filters, decision theory, game theory, and utility theory. Still further approaches include classifiers and statistical learning models, neural networks, and control theory. A person having ordinary skill in the art could use any of these kinds of programs to implement the preferred embodiment as described herein.
• In addition to the computer program and the budget,server94 receives and monitors a number of performance variables that indicate how well the casino is performing. It should be appreciated that there may be different kinds of casino performance. An obvious one, of course, is casino profitability. But that is not necessarily always the single objective. For example, a casino may want to develop market share at the expense of profitability, at least for a while. Other performance objectives may also be targeted.
• The performance variables may include accounting data gathered fromnetwork50 and information gathered from the player-tracking system on the network, both of which can be contrasted against the budget data stored in the memory associated withserver94. A dedicated accounting server (not shown) may receive information on the network from all of the gaming machines concerning amounts wagered, jackpots paid, and other accounting data. This accounting information, or some portion of it, may in turn be provided toserver94.
• In addition to the performance variables,server94 is provided with data that includes information about local weather; local traffic; transportation costs, including information about the price of gas, plane tickets, and rental cars; competitors' activities, including promotions, activities and other inducements offered by direct competitors as well as competition from other types of entertainment, such as musical and theatrical performances; cost of advertising via, e.g., website banners, print media, broadcast media, etc.; and time, day, date, month, and timing of holidays. These types of factors are referred to herein as environmental factors.
• Many of these environmental variables are now available as electronic data fromelectronic communications network98, including the Internet. Others may be entered manually by casino personnel viaworkstation96. Still others, such as the time, may be provided from other sources.
• As discussed above, the casino can exercise control over a number of variables that affect casino performance. And many of these variables are associated with elements that reside on and/or may be controlled bynetwork50. For example, the player-tracking system may be located onserver80 or on an independent server (not shown) connected to network50. The player tracking system provides incentives to wager, much like airline frequent-flier programs provide incentives to fly. Player-tracking incentives may be added or modified, by reducing or enhancing incentives, as a result of a command sent overnetwork50 to either the player-tracking server or to one or more ofgaming machines70.
• Concerning complementary amenities (“comps”), some casinos use customer relationship databases (not shown), which is also onnetwork50. It may include contact information such as mailing address, with zip code, and phone and email contact information. This database tracks the level of play and other information about customers and potential customers. It typically indicates what kinds of comps, such as free meals, drinks, rooms, shows, etc., each tracked customer may be entitled to. As with the player-tracking system, commands overnetwork50 fromserver94 may add or modify, by reducing or enhancing, comps associated with a particular player or with a class of players. The customer relationship databases receive information from a variety of sources, including over the network in the form of accounting data related to wagers placed. This information enables the casino to consider individual players, or an aggregate group of players with a least one common attribute, in accordance with their potential or estimated net worth, which is often useful to the casino.
• In other words, the casino can infer how much money a player or group of players is likely to spend n the future. Worth is traditionally estimated by reviewing a player's past play records and projecting future potential. Such a projection is not possible when the player's past performance records are unavailable or the player's past performance has been limited. For example, a player might have a significant capacity to spend and even a propensity to gamble. But if that player felt mistreated, believed the cost of gambling was too expensive, gambled at another location, was not tracked in prior play at a given location or simply did not like—or did not understand—an offering, his play history would not accurately reflect his worth.
• The first element of worth valuation is capacity to spend. Does a given player, or group of players, have funds with which to gamble and, if so, how much do they have? When this measure is known, management can decide what incentives to potentially offer. For example, a player with capacity to spend $2,000/month is a very valuable player. But a casino could not afford to charter a jet to fly him cross-country, nor could it put him up in a $3,000/night suite. The casino could offer a free standard room, dinner for two in the steak house and free tickets to a concert. For reasons just described, the player's capacity to spend has great influence on incentives and rewards that can be profitably offered to him.
• The second element of worth valuation is propensity to gamble. Many people have significant available financial funds but have no desire to gamble. In these cases, management may offer significant benefits—possibly including a charted jet—because if the player rejects the offer, the casino has only spent the cost of making the offer. In these cases, the magnitude of offer may be a secondary consideration to the cost of marketing and communicating the offer.
• Both capacity to spend and propensity to spend may be determined by historical performance, as described earlier, or by projection. This last technique uses known attributes (besides historic play) to project a player's characteristics. For example, a person living in an affluent neighborhood, as determined by physical address, could imply having a significant capacity to spend. Management could turn to a free website, such as Zillow.com, to determine specific worth of the home or it could turn to fee-based services such as credit checks, credit card ratings, etc. for information on which to base a projection. This is one of the sources of information on which the present implementation of the method could rely.
• The same home address information could be used to assess propensity to gamble. If the person lives in a neighborhood with other known gamblers, he is more likely to be a gambler too. Similarly, the person's name could be compared against public records of slot tournaments, golf tournaments, participants in World Series of Poker, membership in Internet gambling sites, etc. to better gauge propensity to gamble.
• The above is simply a brief description of determining a player's potential worth. The Internet, available mailing lists, housing records and other such databases of information, combined with personal referrals and other information sources are all useful in determining player worth.
• When such information is made part of the automated configuration decisions accomplished by the implementation of the present method, the efficiency and efficacy of casino operations are vastly improved.
• A bonus is an award to a player that is beyond what the game played by the player is required to pay according to the game's paytable. These are often delivered vianetwork50 to the player's gaming machine and may include credits for game play, double jackpots, random awards, and other bonuses. Commands fromconfiguration server94 may be issued overnetwork50 to the bonus server to affect the amount and frequency of bonus awards.
• The characteristics of the games themselves, including both electronic gaming machines and table games, are important in determining casino performance. These characteristics can include some aspects that can be implemented and/or changed overnetwork50 and other aspects that cannot be. Game features that might be changed by network commands include payback percentage and game speed. Other characteristics, such as the type of game and whether that game or another game should be on the floor, game location, and game denomination may require human intervention to, e.g., change the location of a game on the floor or change a rule of a table game. As will be seen, however,configuration server94 may be helpful in determining when and how to change operating parameters that require human intervention to optimize casino performance.
• Additional operating parameters that may be influenced bynetwork50 include advertising and promotions. As will be described in more detail,configuration server94 may determine that a particular kind of advertising should be increased, decreased, or redirected. If so, an electronic message such as an email or text message can be generated byserver94 and transmitted viaelectronic communications network96. It may be transmitted to an advertising agency with an instruction to modify the current advertising or it may be transmitted directly to broadcasters and/or publishers with instructions concerning further placement of ads.
• Similarly, in response to a command by server92 a promotional email, letter, or text message may be delivered vianetwork98. In the case of a letter, an electronic message could go to direct-mailing concern or other entity charged with sending promotional letters to initiate a mailing or place an Internet ad or series of ads. In any event, the promotional communication could contain information about an incentive for a potential player to come to the casino and play its gaming devices. Such an incentive might include, e.g., free credits usable only to make wagers on machines connected to network50. A promotional code might be required to be entered, e.g., by the player via the player tracking system to permit the programmed configuration server to evaluate the effectiveness of various promotions.
• Implementation of these bonuses is accomplished by broadcasting corresponding instructions to the casino floor and the player tracking or bonus servers. For example, a promotion saying that all players are eligible for doubled payments on any jackpot won of $100 or above during the next 24 hours is described in an email blast to known players and in an electronic billboard along a busy freeway. Additionally, newspaper ads carry the same message. Within each message is a code, for example “12369.” The code varies according to the ad in which it is run. To be eligible for the bonus, a player must enter the code into theplayer tracking unit45 before inserting money into the game. The casino floor is configured to recognize this code and activate the doubled bonus opportunity.
• The system tracks all codes entered and the amount of play generated by players using each code. It then automatically compares the value of each group's response to the cost of the advertisement. The advertising venues and formats that return a profitable response are increased while the less profitable ones are decreased or eliminated. The system thus learns which advertising is most effective. It may, however, continue to run small tests on the lower-performing mediums to see if they eventually become more effective.
• All sorts of promotions are possible in addition to doubled jackpots. For example, by entering the proper code, a game outcome of BAR BAR BLANK could become a winning outcome even though it otherwise is not. Also, the player may enter his code through the game itself and not the player tracking system. Or the player could enter the code from his cell phone through the Internet and specify which game he is currently playing. In some cases a code could be entered only when the promoted event occurs. A prerequisite could be the use of a player tracking card.
• Turning now toFIG. 5, indicated generally at100 is a flow chart that depicts the operation of the AI program associated withserver94. To begin, operating parameters are set to an initial value at102. These operating parameters include those things, some of which are discussed above, over which the casino can exert control, e.g., game configuration and location, player-loyalty program, comps, promotions, bonuses, staffing levels, advertising, etc. These initial parameters may be set by the managers of the casino wherenetwork50 is implemented, and may be based on their training and experience in connection with managing a casino toward a performance goal.
• After so setting the initial parameters at102, the environment variables and the performance variables are monitored at104 as described above. Examples of the environmental factors include weather, traffic, transportation cost, time, and cost of advertising. Examples of performance variables may be derived from the accounting data and may include gross revenues or revenues related to specific aspects of casino operations or calculations based on the budget stored in the memory associated withserver92 to determine such things as overall profitability or profitability of specific aspects of casino operations, etc. Alternatively, performance variables could be derived from the player-tracking system and may include total tracked players or tracked players playing a particular type or class of games. Still another performance variable might be the total number of games being played, regardless of whether each player is tracked, or the total number—tracked and untracked—of a particular type or class of games being played. Any performance goal that can be derived from data on the network can comprise a performance variable according to the present method.
• After monitoring has begun at104 the AI program makes a determination concerning whether or not to change one of the operating parameters at106. The decision concerning whether to change—and, if so, by how much—may be based on several factors. First, different operating parameters require different lengths of time after implementation or changing to determine what, if any, effect the change makes. For example, initiating a round of double jackpots or random bonuses might have an almost immediate effect as those in the casino observe celebrations, by the gaming machines as well as by the players, resulting from an increase in bonus payments over and above the pay tables. Whether this effect tends to drive the system toward or away from the performance objective must then be considered. But it can be considered fairly quickly after the bonus is implemented or changed.
• On the other hand, some operating parameters require a longer time period to determine their affect on the performance goal. For example, advertising in print media might not even be published for several days or longer, and a single publication may not make an impact on the performance goal. As a result, the determination concerning whether to change an operating parameter at106 will be delayed by different times for different parameters.
• Some promotions may take longer to evaluate than others. Perhaps an initial response to a double jackpot offer is very strong but falls off after two weeks of use. A second promotion offering a payment on BAR BAR BLANK outcomes is then instituted in place of doubled jackpots, thus causing revenues to rise again. The system tracks long-term effectiveness. If response is building, the system may retain a promotion, or even amplify it, in the belief that player response will eventually rise enough to justify its costs. In the case of declining response, the system may substitute alternate promotions, as just described, and test different periods between alternations. The system may learn, for example, that rotating between five different promotions is effective. It may learn that promotion A is good for10 days, promotion B is good for 7, etc. As the system learns, it remembers and uses that information as a starting point for the next promotional cycle. However, just as with direct marketing, the system regularly tests new ideas, or even ideas that had worked in the past, or even ideas that never worked, to see if the market's appetite has changed. Retaining a benchmark of performance and constantly testing new promotions and configurations is vital to finding the most effective combinations and configurations for current times. Also, promotions may only be offered to certain player segments or audiences. Some promotions might go to known loyal players, while others are available to known players, i.e., anyone in the player-tracking system and still others can include, or even be limited to, unknown players.
• In addition to the variations in response times, at least some of the parameters will have defined limits beyond which the AI program cannot change them. This prevents a single parameter from being driven to an extreme that might tend to achieve the performance goal, but might be objectionable for one reason or another. When a performance variable is set at a limit, the AI program will continue adjusting other variables in a manner that tends to optimize at least one of the performance variables.
• If the AI program decides to make a change to the operating parameter at106, the parameter is changed at108 by sending a network command fromconfiguration server94 and monitoring continues at104.
• Even if there is no change to the performance variable under consideration at106, monitoring continues at104. In addition, casino personnel may enter a manual change at108 viaworkstation96. This enables the casino to control a performance variable for reasons that may, at least temporarily, supersede a longer term goal of achieving the performance objective. In addition, the casino has the opportunity at108 to set at least some of the operating parameters beyond the limits contained in the AI program. As just mentioned, this allows the casino to achieve a shorter term objective, such as generating excitement on the floor by awarding extra bonuses, which might not necessarily align with the performance goal. What is more, setting a single operating parameter outside its limit may result in the AI program determining values for at least one other operating parameter that are helpful in achieving the performance variable and which may ultimately result in resetting the limits for the operating parameter in question. Whether or not there is a manual change at110, monitoring ultimately continues at104.
• Because the system is constantly receiving information about revenues and expenses, it can calculate or modify the budget or a portion thereof based on current and projected operations.
• Consideration will now be given to specific examples of changes made by the present embodiment of the method. The AI program may call for a very specific change in advertising, e.g., relying on, among other things, the information in the customer relationship database to increase a certain type of advertising in a certain zip code. This may result in an email initiated by the AI program to the casino advertising manager to that effect. The advertising manager can proceed to place the ad(s) in a conventional manner. Or the email may go direct to an ad agency or the entity that will carry the ad.
• Some entities could have a set of pre-existing orders, such as “place banner ad abc on website xyz for n days.” Electronic notification vianetwork98 by the AI program could easily implement this or any number of similar orders from a library of possible orders. Using the budget stored inconfiguration server94, the AI program may determine where to advertise and at what rate.
• Some advertising mediums, e.g., Google, allow bidding on ads, such as website banner ads. The system could set the maximum amount bid on a keyword, or set of keywords, and change the bid depending on conditions. The bid can be submitted electronically as described above or could be placed by casino management or its advertising agency in response to a prompt from the system.
• Concerning game types and placement, the AI program can generate directions that could be used by casino employees to change out gaming machines, change the placement of gaming machines or implement any other proposed configuration change that cannot be effectively implemented bynetwork50 or elements connected to the network.
• Emails may be automatically directed to those in the customer relationship database and to any other email addresses the casino might have access to. The email could be a simple as “Come in to play tonight.” Or it might contain a promotional code that when entered, e.g., via player interface panel39, entitle the player to free or reduced cost gaming credits. The code enables the system to track its costs and evaluate its effectiveness in achieving the performance goal. In this manner feedback loops among a plurality of variables are created. A parameter is changed and the AI program determines the effect of the change relative to a performance variable. After changing the AI program whether to maintain that change or make further modifications. The system therefore tends to optimize at least one performance variable of the casino.
• Some embodiments of the invention have been described above, and in addition, some specific details are shown for purposes of illustrating the inventive principles. However, numerous other arrangements may be devised in accordance with the inventive principles of this patent disclosure. Further, well known processes have not been described in detail in order not to obscure the invention. Thus, while the invention is described in conjunction with the specific embodiments illustrated in the drawings, it is not limited to these embodiments or drawings. Rather, the invention is intended to cover alternatives, modifications, and equivalents that come within the scope and spirit of the inventive principles set out in the appended claims.

Claims (43)

1. A method of optimizing at least one performance variable indicative of the performance of a casino having a plurality of operating parameters and a plurality of gaming machines interconnected via a communication network comprising:

(a) initializing operating parameters for the casino's operations using commands delivered over the network;

(b) monitoring, by a computer connected to the communication network, at least one environmental variable that affects casino performance;

(c) monitoring, in the computer, the performance variable;

(d) generating, in the computer, an automated command to change at least one of the casino's operating parameters;

(e) transmitting the automated command via the communication network;

(f) determining, in the computer, the effect of the changed operating parameter on the performance variable; and

(g) further changing, in the computer, the operating parameter as a function of the effect and the environmental variable.

2. The method ofclaim 1 further comprising repeating steps (b) through (g).

3. The method ofclaim 2 further comprising:

determining, in the computer, which effects enhance casino performance; and

changing the parameter in a manner that increases optimization of the performance variable.

4. The method ofclaim 2 wherein one of the variables comprises the estimated worth of players that play gaming machines within a time period.

5. The method ofclaim 1 wherein at least some of the operating parameters comprise operating parameters of the gaming machines.

6. The method ofclaim 5 wherein one of the operating parameters of the gaming machines comprise payback percentage.

7. The method ofclaim 5 wherein one of the operating parameters of the gaming machines comprise game speed.

8. The method ofclaim 5 wherein one of the operating parameters of the gaming machine comprise changing the frequency of winning outcomes.

9. The method ofclaim 1 wherein some of the operating parameters comprise operating parameters of a system implemented on the network.

10. The method ofclaim 9 wherein the operating parameters of the system implemented on the network comprise operating parameters related to a bonus award for the gaming machines.

11. The method ofclaim 9 further comprising obtaining data related to weather from a communication network connected to the computer.

12. The method ofclaim 1 wherein one of the variables comprises weather.

13. The method ofclaim 1 wherein one of the variables comprises the number of people that play gaming machines within a time period.

14. The method ofclaim 1 wherein at least one of the variables is manually entered into the computer via a user interface.

15. The method ofclaim 1 wherein records related to play of at least some of the players of the gaming machines are stored in a database, and casino performance comprises profitability of game play by at least some of the players stored in the database.

16. The method ofclaim 1 wherein at least one of the operating parameters comprises advertising the casino's services.

17. The method ofclaim 16 wherein the automated command initiates communications to potential players of the gaming devices.

18. The method ofclaim 16 wherein the automated command relates to advertising using at least one of email, Internet text message, print media, and broadcast media.

19. A method of managing a casino having a plurality of gaming machines connected to a communication network, the method comprising:

monitoring at least one environmental variable that affect casino performance;

providing data related to the monitored variables to a first node on the communication network;

monitoring at least one variable indicative of the performance of the casino;

providing data related to the monitored variable to a second node on the communication network;

processing the data;

generating at least one communication responsive to the processed data; and

automatically transmitting the at least one communication on a communication network.

20. The method ofclaim 19 wherein the at least one environmental variable comprises data related to the level of casino business and wherein automatically transmitting the at least one communication on a communication network further comprises sending a communication to at least one of a plurality of off-duty casino employees.

21. The method ofclaim 20 wherein the message comprises a request to report to work at the casino.

22. The method ofclaim 20 further comprising providing data related to the number of casino employees on duty to a node on the communication network.

23. The method ofclaim 19 wherein generating at least one communication responsive to the processed data comprises generating a message related to a casino promotion.

24. The method ofclaim 23 wherein automatically transmitting the at least one communication on a network comprises transmitting the at least one communication to potential players of the casino gaming machines.

25. The method ofclaim 24 further comprising:

monitoring the gaming machines for data indicating that one of the potential players responded to the at least one communication by playing at least one of the gaming machines; and

adjusting at least one casino operating parameter responsive to the data indicating that one of the potential players responded to the at least one communication by playing at least one of the gaming machines.

26. The method ofclaim 19 wherein one of the variables comprises weather.

27. The method ofclaim 26 further comprising obtaining data related to weather from a communication network connected to the computer.

28. The method ofclaim 19 wherein at least one of the variables is manually entered into the computer via a user interface.

29. A method of automating at least some aspects of casino management in a casino having a plurality of gaming machines connected to a communication network, the method comprising:

establishing an initial value for at least one casino operating parameter;

implementing the initial value using a first command sent over the network;

monitoring at least one environmental variable that affects casino performance;

providing data related to the monitored variables to a first node on the communication network;

monitoring at least one variable indicative of the performance of the casino;

providing data related to the monitored variable to a second node on the communication network;

processing the data; and

responsive to the processed data, changing the initial value using a second command sent over the network.

30. The method ofclaim 29 wherein establishing an initial value for at least one casino operating parameter comprises establishing at least one initial value for a plurality of casino operating parameters and monitoring at least one variable indicative of the performance of the casino comprises monitoring a plurality of variables indicative of the performance of the casino, wherein the method further comprises:

waiting a first time period before changing the initial value of a first operating parameter; and

waiting a second time period before changing the initial value of a second operating parameter.

31. The method ofclaim 29 wherein changing the initial value comprises changing the initial value to a second value and wherein the method further comprises responsive to the processed data, changing the second value to a third value using a third command sent over the network.

32. The method ofclaim 31 further comprising:

determining which effects enhance casino performance; and

selecting the third value to increase optimization of the performance variable.

33. The method ofclaim 29 wherein the at least one casino parameter comprises an operating parameter of at least one of the gaming machines.

34. The method ofclaim 33 wherein the operating parameter of the at least one gaming machine comprises payback percentage.

35. The method ofclaim 29 wherein the at least one casino operating parameter comprises an operating parameter of a system implemented on the network.

36. The method ofclaim 35 wherein the operating parameter of the system implemented on the network comprises an operating parameter related to a bonus award for the gaming machines.

37. The method ofclaim 29 wherein the at least one environmental variable comprises weather.

38. The method ofclaim 37 further comprising obtaining data related to weather from a communication network operatively connected to the second node of the network.

39. The method ofclaim 29 wherein the at least one variable is manually entered into the computer via a user interface.

40. The method ofclaim 29 wherein records related to play of at least some of the players of the gaming machines are stored in a database, and casino performance comprises profitability of game play by at least some of the players stored in the database.

41. The method ofclaim 29 wherein the at least one operating parameter comprises advertising the casino's services.

42. The method ofclaim 41 wherein the second command initiates communications to potential players of the gaming devices.

43. The method ofclaim 41 wherein the second command relates to placement of advertising in at least one of print and broadcast media.

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