The Case for Facial Recognition in Casinos: One Step Closer to Secure, Responsible Gambling

Although it is still considered controversial, the adoption of facial recognition systems has increased over the last few years, and it is expected to continue to grow over time. This complex digital technology relies on real-time actionable data from live video feeds to identify individuals based on their specific facial features. So, its potential for the gambling industry is apparent.

Casinos from all around the world are leveraging the potential of facial recognition technology, which presents itself as a suitable option to enhance security, identify problem gamblers, enforce regulatory restrictions, and advance toward responsible gambling.

In this article, we are going to explore the main reasons why casinos and gambling venues are increasingly turning to facial recognition systems and reflect on the issue of privacy around this technology.

Why casinos are using facial recognition technology

1.   Self-excluded patrons

Unfortunately, some people cannot control their gambling. In many cases, those people ask their favorite casinos to ban them from the venue in an attempt to avoid returning there in a moment of weakness. These self-excluded patrons create an obligation for casinos because they are bound to enforce these self-imposed bans in several jurisdictions around the world.

Facial recognition technology can prove helpful in identifying self-excluded patrons from their favorite casinos, therefore protecting that individual from relapsing and helping the casino steer clear of legal issues.

In fact, this technology is evolving so fast that it is now able to recognize self-banned customers who try to access the premises in disguise.

In Australia, for instance, a man who had self-reported and registered as a gambling addict tried to enter a venue on three occasions by attempting to disguise his appearance. However, thanks to the advanced facial recognition systems in place, he was identified on each occasion and turned away by the casino’s staff.

2.   Security and crime prevention

Many countries around the world have passed laws requiring checkpoints at casinos where people show their IDs. But many others have not.

In those countries where no ID is required, cheaters and advantage players can easily access casinos and take hundreds of thousands of dollars before the staff even realizes they are on the premises.

Facial recognition technology can help casinos identify and deter unwanted guests like card counters, criminals, and fraudsters, among many others. It can alert staff when known criminals or advantage players enter the venue and prompt security to take care of the situation.

Therefore, facial recognition presents itself as a powerful tool to help casinos minimize potential losses caused by the actions of unwanted guests.

3.   Recognizing high rollers

Facial recognition goes beyond security. A less discussed but equally valid reason why more and more casinos are adopting this technology is to recognize high rollers who enter their venue.

High rollers typically represent a significant revenue stream for casinos. So it makes perfect sense for them to strive to provide an impeccable service to these customers, nurture their relationship with them, and keep them coming back again and again.

By means of facial recognition systems and solid databases, casinos can easily identify high rollers and gather valuable information about their behavior on the premises. This allows the casino staff to offer them a more personalized VIP experience and build a positive relationship.

4.   Responsible gambling

Using facial recognition can take casinos one step closer to fully adopting a responsible gambling approach —that is, promoting and ensuring that customers gamble for the sake of fun and entertainment.

Gambling becomes problematic when patrons gamble with more money than they can afford to lose or when they rely on this practice as a source of income.

As explained above, by putting facial recognition systems in place, casinos can identify self-excluded patrons and make sure they do not return to their premises, protecting them and the casino itself.

However, the use of facial recognition to promote responsible gambling goes way beyond that: casinos can use this technology to keep an eye on customers and gather specific information that might indicate that a patron is walking on a path toward problematic gambling. For instance, they can check the amount of time the person spends on the gambling floor or their playing patterns, as well as identify underage or impaired individuals.

That way, they can take the appropriate steps to mitigate any potential risks for both the customer and the casino, capitalizing on the ROI for enforcing responsible gambling.

Privacy concerns

Although the benefits of implementing facial recognition in casinos are undeniable, many people are concerned about one key aspect of this technology: the invasion of privacy.

However, the issue of privacy in relation to facial recognition in the casino industry is a lot more nuanced than it seems.

On the one hand, regulations protecting personal information can vary significantly depending on the location. Some countries have rigorous laws in place, while others do not adhere to any privacy standards.

On the other hand, the casino industry strongly argues that the surveillance measures like video recordings and facial recognition benefit the gambler. Regular patrons usually understand that gaming environments call for enhanced monitoring systems that are not necessarily meant to limit people’s personal freedoms but instead protect them and their interests.

Casinos all over the world make and keep recordings of the venue to settle disputes between players and dealers, guarantee fair games by identifying cheaters on dealing tables, ensure security by detecting criminals, and so on. So, essentially, these surveillance measures seek to protect patrons.

The bottom line

The adoption of facial recognition systems in casinos has been largely driven by the benefits posed by this technology, which span from responsible gambling and risk prevention to identifying high rollers and providing a better customer experience.

Although there is still controversy around facial recognition technology in terms of privacy, the casino and gambling industry has greatly benefited from these innovative developments over the last couple of years.

And the use of this technology will only continue to expand as more practical applications are discovered in the industry to protect patrons and casinos alike.