Monday, 31 July 2017 01:10

Kronos’ timely acquisition of ‘Digital Instinct’ and Virtual Roster a sure bet?


Kronos’ acquisition of human capital and workforce management solutions company for casinos and casino resorts, Digital Instinct and its Virtual Roster, seems actually solid.

Acquiring a company that provides products and services to the casino industry seems like as sure a bet as the companies that supplied clothes, fossicking tools and other equipment to miners during the famed Gold Rush eras, and it sounds like Kronos has done just that.

Kronos has acquired Digital Instinct and its “industry leading” product line, Virtual Roster, which the company says deepens its “expertise and presence within the global casino resort industry".

Founded in 2000 and headquartered in Brisbane, Digital Instinct also operates in Las Vegas, Nevada; Macau, China; and Singapore, so it clearly has global presence in all the right locations.

The company’s flagship product line is Virtual Roster.

We’re told this is “an integrated suite of solutions including staff scheduling, time and attendance, and workforce analytics".

Indeed, the company proudly boasts that “Virtual Roster is known worldwide for addressing unique casino workforce issues with advanced solutions that make scheduling, communication, and operations more efficient while improving employee engagement".

Naturally, Kronos bills the acquisition as strengthening its “leadership in the casino resort industry by further enhancing the company’s global footprint in the market with a more robust end-to-end human capital and workforce management solution”, as “Digital Instinct’s scheduling solution offers unique functionality to schedule employees in a casino environment more accurately, while keeping staff engaged and satisfied".

There’s also the good news that the Virtual Roster product “is used by more than 140 casino and casino resort locations worldwide”, and that currently, “10 out of the top 12 global casino resorts are Digital Instinct customers”, which sounds like a pretty sure bet to me.

Kronos also obviously wants to assure by stating it will “continue to support the acquired customers through a dedicated team of Digital Instinct employees, and Digital Instinct customers will have access to a comprehensive and complementary array of Kronos solutions".

Bob Hughes, chief strategy officer, Kronos, said: “Kronos believes in investing in innovation for the benefit of our customers. The casino resort industry is an important market for us, and we are continually looking for ways to offer the next level of technology and services for our customers in this complex industry.

“Our acquisition of Digital Instinct enables us to do just that. The Virtual Roster suite of applications will provide our casino resort customers with innovative solutions that increase productivity and drive employee engagement.”

Chris Peters, chief executive at Digital Instinct, said: “Digital Instinct’s acquisition by Kronos launches an exciting, new chapter for our employees and customers.

“Together with Kronos, we will be well-positioned to meet the strategic and operational imperatives confronting our customers as they seek to solve the complex workforce-related issues of the casino resort industry. We look forward to continuing to serve our customers as part of the Kronos family.”

So, Kronos is clearly increasing its bet on the casino industry, and hopes to keep playing — and to be a player — for quite some time yet.

Here’s a previous Kronos corporate video:

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Alex Zaharov-Reutt

One of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.

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