A Safe Bet: Casinos and AEM
- Adobe Experience Manager
Many of humanity’s customs and habits were formed in those days before we even had the ability to form written ways of communication.
Before plastic dice were ever thrown on a table – and all of its promises of glory and greed – in ancient China bones were thrown to aid the coming and going of money. While bets were made on fighting animals back in the first millennium BC.
In terms of specific buildings dedicated to the pursuit of gambling, it’s not exactly known where and when they first emerged, but we do know that the first known casino in Europe sprung out of the early 17th century in a wing of the Palazzo Dandolo in Venice, which was converted into a government-owned gambling house. So it’s no surprise that the word “casino” actually comes from Italian, with the root of “casa” meaning “house”.
Today, it’s another Italian word that dominates our minds when we think about gambling: Caesars… in Las Vegas.
Caesars Entertainment, owner of Caesars Palace as well as a chain of other hotels and casinos, uses the latest technology to continually transform the way in which they interact and engage with their guests.
“For over 20 years,” said VP of ecommerce and advertising, Jeffery De Korte, “data has been the DNA of our loyalty program and consumer marketing… With the help of Adobe, Caesars Entertainment is extending this data-driven personalization into our digital consumer journey.”
It all began three years ago, when Caesars started to transform its tech, which included the migration of its on-site computing and placing it all in the cloud.
As part of the transformation, they deployed Adobe Experience Manager to take care of all of its digital content. Adobe Experience Manager (AEM) is a premium digital experience platform that powers all types of content for many leading brands. It was deployed along with a full stack of what Adobe has to offer: Marketing Cloud, Advertising Cloud and AEM Assets.
“A little over a year ago,” added Jeffery, “we set out on a strategy of segmentation, personalization, and optimization to create amazing digital experiences for our guests and grow our digital channels.
“Building on solid growth in our first year, we are now leaning into AI-driven personalization.”
The first place of transformation was the website, Caesars.com, the homepage that is now dynamically personalized and is based on a variety of aspects that is geared through digital consumer behavior. As one example, when you find yourself on the website, the content becomes personalized, based on what you have shopped for or previously booked. And so let’s say that you have already booked a room at Caesars, the site will show you promotions for hotel experiences or dining options.
“As Adobe integrates Adobe Sensei into its entire product suite,” added John Celona, VP of business innovation and tech strategy at Caesars, “we’ll have more capabilities to tailor and customize experiences to guests.” Sensei provides artificial intelligence and machine learning to Adobe in order to find the most relevant options and opportunities for the guests of Caesars. That way, Jeffrey added: “Every experience will be personalized for every guest.”
Away from its website, Caesars uses Adobe to power other areas of its digital content, from digital signs on its property to advertising and famed marquees on the Las Vegas Strip. Speaking of the Adobe integration, John added that actually, “We are the first company on the strip to power all these digital interfaces from the same platform, optimizing our operational management.
“Adobe has the strongest digital footprint in the world, extending their platform to signage was something we at Caesars anticipated and were among the first enterprise customers to adopt.
“Over the past year, we undertook a pilot with Adobe to host signage in our properties. Our property operations can now manage content efficiently through a central console where in the past they would need to manage that content thru fragmented platforms and on each individual sign.”
Customers of Caesars can enjoy deep digital personalized experiences and with Adobe’s AI capabilities, those journeys can only get better, and will continue to allow the casino to innovate with its digital content, wherever it is found.
PS: ArganoUV is one of the world’s leading Adobe Experience Manager agencies. Contact us to see how we can work together.