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Technology Gives Harrah's the Edge

ILLINOIS – As reported by the Wall Street Journal: "Maribel Pena, a Harrah's dispatcher aboard its East Chicago casino, sat in a small room furnished with metal desks and boxes of Mardi Gras beads. From this control booth, she electronically monitored every slot machine upstairs.

"If a gambler uses a 'Total Rewards' frequent-gambler card, the slot machine begins to record his every move.

"…In one effort rolled out first in East Chicago this fall, Harrah's has been dispatching 'luck ambassadors' to give nominal gifts to big losers -- people who are losing more than expected as tracked by the boat's central computer system and Harrah's loyalty cards. Harrah's has learned that gamblers are more likely to play longer and make a return trip if they receive a small goody.

"…Harrah's is a leader in using computer technology to boost gambling. The company can trace 75.6 percent of its gambling revenue back to specific customers.

"But Harrah's walks a fine line. It says it doesn't know its customers' incomes -- a deliberate choice. The company fears being accused of preying on people who can't afford to gamble.

"Every morning, casino host Mark Salvador runs through a computer-generated list of gamblers from around the country, looking for people who might be willing to bet more at the Harrah's casino in East Chicago.

"…In his gray-walled cubicle in East Chicago, Salvador's job is more of a telemarketer than a traditional casino VIP host. Instead of spending time on the golf course or the casino floor, as hosts do elsewhere, Harrah's hosts must phone at least 240 customers each month.

"…Next year, Harrah's plans to give its hosts hand-held computers to log every interaction they have with a customer, even a chat on the casino floor."

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