Harrah’s has one of the most sophisticated CRM systems among casino operators in the world. Using an Icosystem agent-based model to leverage its customer data, Harrah’s was able to gain new insights into player experience, leading to tailored marketing offers that increase revenue.

“As a pioneer in the use of quantitative metrics and analytics, we at Harrah’s recognize Icosystem as a clear leader in the field,” says Gary Loveman, Harrah’s CEO, adding, “They have helped us increase our operational effectiveness leading to increased revenues.”