TLDR
- Executives at the IAG Academy Summit in Manila said casino operators still keep online and land-based customer data separate.
- The panel included leaders from Tangam Systems, Syntrii, and Angel Manufacturing Singapore.
- Smart-table technology now tracks bets, turnover, and results, giving operators more detailed floor data.
- Land-based resorts can combine hotels, restaurants, and gaming floors in ways online-only operators cannot match.
- Kaban Hotel and Casino Boracay opens September 16, with a full launch planned for October.
Casino executives gathered in Manila this week to discuss a problem facing the Philippine gaming industry. Many operators run their online and physical casino businesses as separate systems.
The discussion took place on September 15 during the IAG Academy Summit, part of the larger IAG EXPO at Newport World Resorts. The event ran through September 16.
Panelists included David Croft of Tangam Systems, Syntrii Chief Executive Laurent Fresnel, and Bryan Jenkins, director at Angel Manufacturing Singapore. They focused on how physical and online gaming are becoming more connected.
Fresnel said many casino groups treat their online platforms as separate from their land-based properties. This leaves customer information scattered across different departments and technology systems.
Why a Unified Customer View Matters
Operators need to combine data from online gambling with information from hotels, restaurants, and casino floors, according to Fresnel. A single view of each customer could help companies avoid sending duplicate promotions from different departments.
Unified data could also support more personalized marketing. Operators could study past customer behavior to time offers based on when and where people play.
This issue carries weight in the Philippines because competition among gaming and entertainment companies keeps growing. Customers who move between online platforms and physical venues expect a smooth experience.
The panel agreed that easy switching between online and physical gaming should be the end goal for operators.
Smart Tables Add New Data Sources
Smart-table technology is changing how much information casinos can collect from traditional table games. Jenkins said these systems track bets, turnover, and results in detail.
The technology can also link that activity to individual players across multiple tables. This gives land-based casinos access to floor data that was harder to gather before.
Croft said the value of this technology depends on data quality and how operators process it. Collecting information is not enough on its own.
Companies need tools that can manage and analyze data from table games, online platforms, hotels, and restaurants together.
The panel also pointed out an advantage held by integrated resorts. These properties can combine digital gambling with hotels, dining, and gaming floors, something online-only operators cannot fully offer.
A customer might use an online platform while also visiting a hotel, restaurant, or casino floor under the same company. Connecting that information across properties could build a more complete customer experience.
Meanwhile, the Philippine market continues expanding. Kaban Hotel and Casino Boracay is set to open September 16, with a full grand opening planned for October.
The property will include an 88-room hotel and a 21,500-square-foot gaming floor licensed by the Philippine Amusement and Gaming Corporation. It follows the Philippines’ 2021 decision to end its moratorium on new casino construction.
