Tom Winward never planned to get involved with the casino industry. But it sort of found him.
Winward, the founder and president of Real Win Solutions, provides a valuable array of services to casinos when it comes to analytics. His company can help boost a casino’s bottom line through data that shows how its customers perform, what machines they tend to gravitate towards, how much the gamble and what machines do better than others.
“We like to consider ourselves an all-around business solution company for casinos,” said Winward, whose firm is based in Las Vegas. “We do analytics. We do marketing. We do IT. Anything that has to do with what takes place on a casino floor, we’re able to assist.”
Winward, 50, who has a degree in finance and an MBA from UNLV, had worked in the oil and gas industry before transitioning to the gaming world. he worked in gaming analytics for Station Casinos before eventually branching out on his own 11 years ago.
“I tried to bring the finance side and marry it to the marketing world,” Winward said. “I found I could cross all platforms — business, marketing and IT.”
Among Real Win’s clients are Golden Gaming and JACK Entertainment. Winward said his client list continue to grow as his array of services expands.
“Even though gaming is the central focus, I think within each market there are different sub-segments,” he said. “Overall, you can market identically to the casinos, but it’s the sub-segments that we focus on.”
Real Win can take data from casinos and break down the numbers in a variety of ays and show the casino where there strengths and weaknesses lie.
“We have a lot of data at our disposal,” Winward said. “For example, we can rank players at a particular casino by how much they play, how often they play, what machines they play and we can show the casino which machines are doing well and which don’t get as much play.
“We took a couple of companies that were bleeding and made suggestions that by eliminating a lot of things we were able to help increase their bottom line.”
Winward said sometimes a simple approach to the analytics is best.
“I’m more of a (football) lineman, I believe in blocking and tackling,” he said. “One player can be impacted by location, by work, by income, by a spouse — all play a part in determining what kind of player he or she is.
“By identifying that player, we can help the casino market directly to that individual through one-on-one contact.”
Winward’s son David works with him as Real Win’s senior analyst. He said it’s great to work alongside his kid.
“It doesn’t get any better,” Winward said. “He’s a very bright person and it’s wonderful having him with me.”