Casino convergence specialist Traffic Generation has expanded its Social Agents module to monitor player behaviour across review sites such as TripAdvisor and Yelp, in addition to social networks.
Traffgen’s Social Agents allow operators to compare reviews from a range of sites - including Facebook, Trip Advisor and Yelp - in order to improve customer service, identify influencers, monitor opinions and research competitors.
The review data is then combined with casino marketing, gaming and player development data, enabling casinos to respond in real time to changes in customer opinions and alter the affect on the casino’s footfall.
Traffgen CEO Andy Caras-Altas said: “TripAdvisor has become an integral part of the decision-making process for customers selecting a land-based casino property in which to play.
“Therefore it is not only important for land-based operators to be able to see what customers are saying about them and their competitors on TripAdvisor but also to incorporate this into the overall property marketing and player-management process.
“This will enable operators to have access to real opinions [and] customer demands, both in a qualitative and quantitative form, while also measuring the success of all marketing campaigns," he said.
