Las Vegas casinos are some of the biggest gaming institutions in the world. The rapidly evolving technology of facial recognition and surveillance is tasked with keeping resorts safe from criminals looking to beat the system and win riches against the odds.
It’s Not Only For Security
The “Near Future You”: Step into your favorite casino, walk to one of the tables, and be greeted by a machine that knows you by your name! Interactive and artificial intelligence technology is successfully creating a big impact in the casino industry with facial recognition technology. (TNCnet, 2020)
Many industry experts believe that there is value in incorporating facial recognition believing it will create a more robust, overall customer experience, as well as better security. For example, a facial recognition system can help in identifying customers as they enter and create a personalized gaming experience.
In fact, facial recognition tech installed on slot machines will identify VIP players automatically and at the same time help identify users who have been banned from the casino by locking them out of playing.
In addition, these systems also offer important data that would help casinos better understand their customers such as based on their regularity and appearance. This data can later help them to reward frequent patrons with gifts as part of a loyalty program. (Vegas Sun, 2019)
Challenges with Technology
There are several challenges with technology. Many industry experts claim that the most immediate concern would be patron privacy.
Everyone loves going to the casino and enjoying the thrill of gambling; however, they don’t intend for the casino to keep a detailed record of their attendance, the games they play or spend on them, and how many times they enter the casino.
Apart from that, there is also the question of data privacy and theft. When a casino implements a facial recognition system connected to a loyalty program or gaming, means they will collect important personal information data from its patrons. (Your News, 2020)
How will that data be protected or handled with safety? Over the last few years, we have seen large corporations with more advanced cybersecurity systems get hacked easily. It’s easy to believe that Vegas casinos will be vulnerable to such data breaches based on history. It’s a crossroad of information and privacy.
Data for Good
Data is something that can be used for good.
One way facial recognition technology can have a bigger impact on society is with the identification of people with a gambling addiction. AI can help in tracking the gambling habits of each patron with a voluntary program that can suggest who has a problem.
The casino can take additional measures to help such people, including limiting their playtime and seeking additional assistance on their behalf. All this is still in the phase of implementation, but it is on the horizon. Do we want Big Brother in our game play? That is yet to be proven.
Nevada Gaming Control Board Chairwoman Sandra Douglass Morgan has expressed this many times over media that “People walking into a casino here understand they are under surveillance” However, Nevada only allows the surveillance technology to be employed to “detect and identify known cheats and others who have committed gaming crimes or crimes on a casino property.” (CDC Gaming Report, 2020)
Put Your Best Face Forward
The world is being changed by facial recognition, artificial intelligence, automation and Las Vegas will find ways to incorporate it into the ability to minimize risk, increase profits, prevent access to criminals and more. When you walk into a Vegas casino be sure to smile. You’re on camera!
Howard Stutz, CDC Gaming Reports ·. “Regulators: ‘People Walking into a Casino Understand They Are under Surveillance’.” CDC Gaming Reports, 2020, www.cdcgamingreports.com/regulators-people-walking-into-a-casino-understand-they-are-surveillance/
Jackie Valley | October 5, 2019. Las Vegas Sun, 2019, https://lasvegassun.com/youre-being-watched/
“Artificial Intelligence and Facial Recognition Could Change How Vegas Casinos Work.” TMCnet, 2020, www.tmcnet.com/topics/articles/2020/02/11/444432-artificial-intelligence-facial-recognition-could-change-how-vegas.htm
“How AI and Facial Recognition Tech Could Reshape Las Vegas Casinos.” The Nevada Independent – Your State. Your News. Your Voice., 2020, thenevadaindependent.com/article/how-new-ai-and-facial-recognition-tech-could-reshape-las-vegas-casinos