Soaring Eagle Casino Aims To Fly Higher Using AI Tech For Its Slots

Written By Dan Holmes on September 19, 2023 - Last Updated on May 9, 2024
Eagle soaring, AI being used at Soaring Eagle casino in Michigan

Throw a poker chip out the window and you’ll likely hit someone talking about artificial intelligence. The topic is dominating much of news, technology, and entertainment.

Most of the AI hype is just that … hype. But, many businesses are utilizing AI to examine customer behavior, so they can pivot, improve, or enhance the experience of their products and services. Casino gaming has been far ahead of the curve. MGM Resorts recently admitted that AI has been used in their casinos and resorts for years.

Soaring Eagle Casino & Resort in Mt. Pleasant is one of the gaming venues in Michigan and across the country seeking to learn as much as it can about the habits of its customers, even if it means using AI.

About Soaring Eagle Casino and AI

Soaring Eagle Casino & Resort is owned and operated by the Saginaw Chippewa Tribal Nation. It’s Michigan’s largest casino, at more than 200,000 square feet. Soaring Eagle boats more than 4,400 slot machines, 18 poker tables, and 75 gaming tables in all. Its 500-room hotel is a four-diamond rated resort.

In an email exchange with Soaring Eagle’s media services department, the company confirmed that it uses an AI tool for its casino property designed solely for slot machines.

PlayMichigan was able to learn that noted artificial intelligence developer Quick Custom Intelligence has met with the Saginaw Chippewa Tribe to discuss its’ AI software product. In July QCI installed one of its products on gaming machines at Soaring Eagle. The company specializes in developing software solutions for casinos and gaming companies.

“The gaming operations team at Soaring Eagle Casino & Resort are very excited to begin using QCI Slots,” said Kirk Walraven, director of slot operations. “Leveraging QCI’s Slot tool will allow our team to quickly identify revenue opportunities and enhance our guest’s gaming experience, cementing our position as the premier gaming operator in central Michigan.”

QCI has developed tools that enable casino operators to employ AI to improve customer experience, similar to how MI online casinos use AI to tailor player experiences. The software suite, according to the QCI website, is designed to “align marketing, player development, and casino operations around one view of your customer data.”

“Soaring Eagle Casino & Resort’s choice to implement QCI Slots is a testament to the significance of continuously evolving our products to perfectly align with our customers’ requirements,” said Andrew Cardno, chief technology officer of QCI in a statement. “We are thrilled that Soaring Eagle recognized the immense value of our Host and Marketing tools on the QCI Artificial General Intelligence Platform.”

The Artificial General Intelligence Platform is the enterprise software platform by QCI that

Artificial Intelligence in gaming is mostly about improving customer experience

When customers visit, gamble, and play slots at Soaring Eagle, their tendencies help the casino learn how to enhance their experience.

The QCI slots with AI are developed “to enhance player experiences, optimize operations, and drive business growth.” Those are strong business-speak type words, but they have a big impact on how a consumer spends his time and his wallet at the casino.

For example, a player who tends to play a certain type of slot may be identified as one that would enjoy a matching type of bonus or free play offer. Or even certain types of entertainment, hotel stays, and so on.

QCI states that its AI platform “seamlessly integrates player development, marketing, and gaming operations with powerful, real-time tools designed specifically for the gaming and hospitality industries.”

The software rates among the most installed in the casino gaming industry. According to QCI, more than 140 casino facilities are operating on the QCI AGI (Artificial General Intelligence) Platform, with more than a dozen more installations planned for 2023, according to an email with the company.

With partnerships like the one between California-based QCI and Michigan’s largest casino, AI is being demystified and normalized. Instead of fear of the technology, consumers can benefit by getting a tailored experience and better perks when they step onto the gaming floor.

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Dan Holmes

Dan Holmes is a Michigan resident who writes about sports betting, sports media, casino and sports betting legislative matters. He's the author of three books, and previously reported for Major League Baseball, as well as the National Baseball Hall of Fame and Museum.

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