Muckleshoot Casino seeks streamlined operations via OPTX deal


Washington’s Muckleshoot Casino has become the latest US-based gaming venue to team-up with OPTX to enhance visitation and customer satisfaction.

This will see the Muckleshoot Indian Tribe owned and operated property, which is hailed as the “northwest’s biggest and best casino,” gain the casino intelligence agency’s full suite of marketing, player development, slots, connect and artificial intelligence solutions.

“By selecting OPTX, Muckleshoot will have access to data that will create an unparalleled 360 degree view of their operations,” said Brooke Fiumara, Co-CEO of OPTX. 

“OPTX will enhance their ability to apply data-driven strategies and operational alignment across the board. We are thrilled to welcome Muckleshoot Casino to the team.”

OPTX provides an end-to-end solution focused on slots, marketing and campaigns, player development and artificial intelligence, which are available via desktop and mobile applications.

The data intelligence used creates actionable recommendations for casino operators, provides real-time individualised insights in a bid to ensure that no actionable player is missed, and looks to empower teams to spend less time compiling data and more time implementing strategies that increase guest visitation, revenue and profitability.

Muckleshoot Casino boasts an offering of more than 3,000 gaming machines as well as a number of table games, in addition to an on-property Caesars branded sportsbook.

Junior Maldonado, Executive Director of Gaming Operations at Muckleshoot Casino, added: “Being able to streamline our operations is key, and by utilising the most advanced principles in AI and data modelling, OPTX is able to provide actionable recommendations that have proven to increase player visitation and satisfaction, providing an unparalleled customer experience.”