International edition
June 24, 2021

The firm conducted a wide-ranging 18-month search to identify the best technology

WMS partners with Indian IT services provider HCL

(US).- WMS Gaming announced an agreement with Indian HCL Technologies and a Microsoft Gold certified provider, to develop a customer relationship management (CRM) technology solution for casino operators on Microsoft Dynamics platform.


his new WMS CRM technology is the next progressive step in WMS’ vision of the Casino Evolved that encompasses the company’s four WAGE-NET platform technologies: Remote Configuration and Download, Account Based Wagering, Networked Gaming Enablement, and Patron Services.

This partnership with HCL Technologies specifically addresses WMS’ Patron Services solutions platform in providing casino operators with proven CRM modules, business intelligence and analytics that will integrate marketing reinvestment offers with the gaming experience itself.

"Our consistent focus has been - and remains - on providing our customers with new tools and solutions that will allow them to effectively utilize the new capabilities of networked technology to earn high returns on their investment," said Orrin J. Edidin, President, WMS Industries Inc.

"Networked gaming will dramatically increase the amount of data and transparency that exists within our customers’ operations. Our GamEdge CRM solution will enable customers to have a much more intimate and active relationship with their patrons enterprise-wide," Edidin added.

WMS conducted a wide-ranging 18-month search to identify the best technology and integration partner to provide a full-service solution and comprehensive product introduction process. Throughout the process, WMS placed its focus on acquiring a "best in class" technology platform, but equally important, a proven partner that had expertise in deploying and supporting CRM capabilities in multiple industries.

Edidin commented: "We recognized early in our networked gaming planning efforts that this represented an attractive high-value application for customers and new growth potential for WMS. Existing CRM products do not fully consider the broad range of capabilities inherent in networked gaming, nor have they recognized how CRM applications can leverage the gaming floor to support customers’ strategic efforts to drive customer intimacy and ultimately enhance their returns from the casino floor. This partnership combines HCL’s extensive, multi-industry experience with WMS’ innovative culture and focus on "player driven innovation."

"As a Microsoft Gold provider and trusted partner for 48 of the Global 100 corporations, we’ve been successfully implementing, enhancing and maintaining CRM products and application services in industries such as retail, pharmaceutical, airline, finance and hospitality," said Anil Ganjoo, vice president Media & Entertainment practice for HCL.

"Now, in partnering with WMS, we can add value in the gaming industry and leverage all our past and current expertise in revolutionizing how loyalty management and business intelligence can be applied. We’re excited to be working with a company such as WMS that shares the same approach to innovation, thought leadership and governance as displayed by our 53,000 HCLites each day."

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