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What Stays in Vegas by Adam Tanner

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4

Casino Data Gathering in Action

What the Casino Knows

Gary Loveman and his math nerds do not wander casino floors personally sizing up customers as Benny Binion and old-time Vegas hands once did. Rather, they study data about customers’ past visits and project their potential future value. Just watching someone at a gaming table or slot machine for as little as sixty minutes makes it possible to predict how valuable a gambler may be in the future. It all comes down to how much someone typically bets, how many bets in a row he places, and how skilled he is. Such personal data is so valuable that Caesars sometimes reimburse newcomers for up to $100 in losses if they sign up for the rewards program and gamble for an hour.

The data gathering begins ...

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