Crown Melbourne deploys Tangam’s Table Game Yield Management (TYM) system across 400 tables
MELBOURNE, AUSTRALIA; June 8, 2012 –Tangam Systems today announced that Crown Melbourne, one of the premier integrated resorts in the world, has deployed Tangam’s award-winning Table Games Yield Management (TYM) system to increase table games profitability and enhance the player experience. TYM is now operating across 400 table games at Crown Melbourne, including Baccarat, Blackjack and Roulette.
“TYM proved its value to Crown by improving operational efficiency, assisting in delivering both revenue growth and labour efficiencies by helping to ensure the best possible game occupancy and availability for valued patrons” said Sean McCreery, Executive General Manager of Table Games at Crown. “Yield management principles have been applied for many years across the business, but TYM has provided an infinitely more efficient way of delivering the benefits of yield management”.
Prem Gururajan, President of Tangam said, “Tangam is thrilled to partner with our newest customer Crown. We have benefited greatly from Crown’s leadership in applying innovative technology to create more value for their patrons and improve business performance. The excellence of Sean’s operational team helped make the deployment successful and we look forward to continue working with Sean and his team.”
TYM is a business intelligence tool that helps operators improve their table game mix, table spreads, schedules and betting minimums management. TYM provides predictive analytics to adjust table spread / schedules based on customer demand patterns, recommendations on how to change the game mix to serve unmet customer segments, and real time prompts to floor staff to open or close more games and set betting minimums as player demand fluctuates throughout the day. These components allow a casino to increase profitability and enhance the experience of the players they already have coming through their doors.
A detailed case study of table games yield management at Crown is available here.
About Crown Melbourne
Crown Melbourne is Australia’s leading integrated entertainment resort attracting approximately 18 million local, interstate and international visitors each year to its 560,000 square metre entertainment complex. It is one of the largest entertainment complexes in the world, featuring 500 table games and 2,500 gaming machines in a world-class facility.
The property features 1,600 guest rooms across the complex’s three hotels – Crown Towers, Crown Metropol and Crown Promenade Hotel – in addition to the Palladium, which is Australia’s largest ballroom, a world-class convention centre, more than 70 restaurants and bars reside in the complex, including many of Melbourne’s finest, international designer boutiques, 14 cinemas, two nightclubs and a live entertainment theatre.
Crown Melbourne was built at a cost of $2 billion in 1997 and in the period 1997 to 2014 a further $2 billion will have been spent to further enhance Crown Melbourne including building Promenade and Metropol hotels, expanding the Mahogany Room and further enhancing the restaurant precinct in Crown Melbourne. Crown Melbourne is one of Victoria’s leading tourism icons.