For today’s casinos and gaming operators, few technologies make more of a difference in preventing fraud, maximizing revenue, and maintaining compliance with anti-money laundering requirements than facial matching.
But what exactly is facial matching technology? And how does it deliver such actionable results?
At eConnect, we specialize in providing intelligent AI and facial matching technology for casinos and gaming operations all around the world—and for many of our customers, the results have been significant gains in fraud prevention, AML compliance, and profit maximization across the gaming floor.
Here’s a closer look at how facial matching technology works, and how our Facial Matching for the gaming industry puts this advanced technology to use for our casino and gaming customers.
The 3 Stages of Facial Matching : Detection, Capture, & Match
Although the specific technology behind facial matching is highly complex, the basic underlying principles behind it are surprisingly straightforward.
Most facial matching technology is based on three major components: facial detection, facial capture, and facial match technologies. While each offers its own unique benefits, the three together provide a complete profile of each guest who walks through your casino doors.
Sometimes regarded as the most “foundational” technology behind facial matching, facial detection is a technology developed to do just that: interpret video content and detect the presence of human faces.
This is more advanced technology than you might think, perhaps because it’s something we’ve been doing every day of our lives. Through human evolution, our brains have actually developed a natural instinct to make out human faces in our environment. This is why we sometimes also associate face-shaped objects as human faces—it’s something we’re simply meant to be able to do well.
Communicating all of this evolution to an AI-based computer system, however, is no simple task. Once effectively implemented, however, this technology can provide massive benefits to casino surveillance systems and theft prevention processes.
Our facial matching systems have been crafted over years of development to process hundreds of images and videos of players and customers entering and exiting the gaming floor simultaneously.
While analyzing this data, our Facial Matching technology is able to detect and isolate each individual human face with accuracy. This allows operators to collect facial biometric data at a much higher rate, and with greater efficiency than a human-powered system would likely ever be able to achieve.
Once the presence of human faces has been detected, intelligent facial detection technology will then move on to the next step in the facial matching process: facial capture.
Once an AI-based surveillance technology has successfully identified human faces within a collection of images or videos, the next step takes the process into the important realm of interpretation and categorization through technology often referred to as “facial capture.”
Facial Capture is a critical step in the facial matching process, and bridges the gap between “identifying faces in a crowd” and “providing actionable insights from that biometric data.”
Quite literally, facial capture transforms analog data (an individual’s physical facial structure and features) into digital information (data) specific to that person. This allows the AI system to quickly associate a given individual’s presence with their collected biometric data.
For these reasons, facial capture is critical to helping a facial matching system work effectively. Without a process to transform this analog data into digital information, it would not be possible for the AI to recall specific faces, or to quickly build digital profiles for each individual customer based on their facial features.
This is an important technology for helping a computer system digest, understand, and interpret the biological information our human minds process every day. Using facial capture technology, an AI surveillance system is able to gather biometric data to provide the third important feature of this technology: facial match.
While an advanced facial detection may be able to discern human faces in images and videos, and advanced facial capture is able to transform that biometric data into digital data, there still exists a gap between “gathering” that information and “associating” that information with an individual player’s biometric profile.
That’s where facial matching comes in, allowing the AI system to match a user’s physical face upon detection with their historical profile from the facial capture database. This is critical to building larger “player profiles” to track each specific individual in your gaming establishment, each time they enter the gaming floor.
Let’s look at an example: a facial detection system registers the presence of a human face from video surveillance data, and the facial capture system translates that individual’s biometric information into data that can be read and interpreted by the AI system.
At this point, the facial match system can compare that new facial data against all previously detected faces within the establishment, helping to associate this returning player with their historical player profile.
By building this database against which to compare all faces that enter and exit the gaming property, an advanced facial matching system is able to provide a level of surveillance and player analysis that would be impossible in a purely human-driven system.
That allows the facial matching technology to provide real, actionable insights that casinos and gaming operators can use to their benefit.
Working Together to Provide Actionable Facial Matching Data
When it comes to utilizing facial matching technology in a casino or gaming property, there’s a lot more that goes into gathering, interpreting, and acting on these insights than simply recognizing when a new face has walked through the door.
By utilizing the threefold technologies of facial detection, facial capture, and facial match, an advanced facial matching system is able to better-associated individuals with their established player profiles across multiple visits and connected systems—making it that much easier to take real, meaningful action on a per-player basis.
Some casino operators, for example, utilize facial matching technology to provide a higher level of customer service, using the technology to be notified when a high-value player enters the casino. By tracking that player’s progress and matching it against their historical norms, casinos can deliver better and more relevant customer service offerings to keep that player on the floor and playing to maximize revenue with each visit.
Other casino operators put facial matching technology to use for AML compliance, helping to quickly identify problem gamblers (or those on self-exclusion or casino-excluded lists) to ensure accurate compliance with all anti-money laundering regulations.
Regardless of how a casino operator puts facial matching technology to use on the gaming floor, one thing is certain: this is an advanced technology, and the potential for gaming operators is enormous. If you’re interested in utilizing advanced facial recognition technology in your casino or gaming operation, get in touch with our team at eConnect—we’ll show you just how much facial matching can do for your bottom line.