Casino Artificial Intelligence Technology Takes Hold in Michigan, Will be Tracking Your Feelings

Posted on: October 19, 2018, 01:00h. 

Last updated on: October 19, 2018, 10:28h.

The next time you walk into the Gun Lake Casino just south of Grand Rapids, Michigan, you’re going to be watched like you’ve never been watched before.

Casino artificial intelligence
Facial recognition technology is now being put to use at the Gun Lake Casino in Michigan. (Image Credit: Dare Asia)

Where you go, how you get there, how long you stay there, and even how you’re feeling at the time will be electronically tracked and integrated into a new security protocol as part of a new pilot program at the casino.

The new artificial intelligence (AI) technology was created by a California company called VSBLTY, and depending on your perspective, it could be seen as a boost to casino safety and security, or an audacious encroachment by big brother.

“All VSBLTY software modules use advanced FacialAnalytics that gather identified audience measurement (age, gender, dwell time, and sentiment),” reads the release.

It’s that last point which will cause some pause for many people. While most of us are used to surveillance in public places these days, having our “sentiment,” or emotions tracked is something new.

What Will it Be Used For?

Safety is the main justification for what some might see as an overly intrusive use of technology.

The company claims that the AI features “proprietary object recognition that identifies assault weapons and objects of interest that, if detected, can notify security.” The real-time analysis creates a “virtual perimeter around the casino floor to analyze player behaviors.”

Such claims are sure to be of interest to casinos all over the US, especially in the wake of the Mandalay mass shooting in Las Vegas. Employees at that casino unknowingly helped shooter Stephen Paddock transport his firearm-filled luggage to his suite before he opened fire on the music festival below.

This type of technology has the potential to identify serious security issues before they materialize, but the company admits that isn’t the only potential motivation for casinos.

The data collected can also “increase frequency of visitation” and can be leveraged as a marketing tool.

“Our VisionCaptor software allows marketers and casino operators to tailor messages delivered to the display depending on who is looking at them,” says VSBLTY’s chief creative officer Jan Talamo.

The Future is Here

“This is only the beginning. This technology will be standard issue on casino floors of the future,” claims company COO Linda Rosanio.

It’s the first known instance where real-time, AI automation has been used on a physical casino floor in the US. Earlier this year, another company claimed to have developed facial-recognition software which could track “player anxiety,” but it has yet to be put into practice.

Meanwhile, other countries are looking at implementing similar high-tech measures. Australia’s Melco Resorts unveiled its proprietary biometric technology, called MelGuard, to Japanese gaming officials in a bid to win a casino licenses in that country.

Safety is said to be a top priority for Japanese lawmakers as they choose which casinos will be awarded the two licenses up for grabs.