The newly-opened Hard Rock Hotel & Casino in Atlantic City has turned to Scientific Games to deliver a comprehensive system and games package at its expansive casino facility. SG installed key game systems including SDS, CMP, CMP Cage, Business Intelligence (BI), iVIEW 4, iVIEW DM, Elite Bonusing Suite (EBS), and Beverage Ordering System (BOSS).
The firm’s SDS Slot Management System enables game accounting and player-tracking data collection on the casino floor. This integrated information system continually monitors gaming devices and player activity.
Working in tandem with SDS, the CMP Casino Management System conveniently provides centralized casino operations for accounting, player rating management and fully automated promotional tools. In addition to CMP, the Business Intelligence (BI) advanced application analyzes extensive data gathered throughout the business enterprise and delivers solutions to grow the business through an improved understanding of table and slot performance, in addition to player behavior and values.
iVIEW 4 and iVIEW DM provide a next generation player interface that displays dynamic marketing animations and video through a state-of-the-art multi-touch screen. The iVIEW platform allows operators to customize the game screen for groups of players, taking customer loyalty and advertising messages to the next level. Players can be rewarded right at the gaming device through the Elite Bonusing Suite (EBS).
Players also have the opportunity to order drinks on the iVIEW touchscreen display located on their gaming device using the BOSS application. In addition to the Systems purchase, Hard Rock Hotel & Casino Atlantic City also installed a substantial number of Scientific Games’ slot and table games. This included over 500 slot games with popular leased and for-sale titles.
Hard Rock International is owned by the Seminole Tribe of Florida, which is one of SG’s largest and most progressive Systems users in Southern Florida. Hard Rock Hotel & Casino Atlantic City is one of only two new casino properties to open in New Jersey in the past 15 years. This is seen by many industry observers to be a positive signal for Atlantic City, with Hard Rock’s CEO, Jim Allen, being seen as a driving influence in the rebirth of the city’s gaming environment.
Cath Burns, senior vice president of gaming systems at SG, noted: “This collaboration has given Scientific Games valuable input and feedback in developing our top-tier systems and gaming products, which we hope has helped give Hard Rock a competitive advantage in their markets and with their players.”
