Mohegan ― Casinos have been collecting data on their patrons’ preferences since the first pair of dice rolled.

For 28 years in the case of Mohegan Sun, which opened in 1996.

But Mohegan Sun’s about to get smarter about it, Ray Pineault, president and chief executive officer of Mohegan, the tribal gaming and entertainment company that owns the casino, said Monday in an interview.

Pineault discussed Mohegan Sun’s multi-year partnership with Gaming Analytics, announced last month, that will enable the casino to “dissect the mountain of data” it gathers and draw conclusions about its guests’ likes and dislikes and how it can most effectively market its offerings to them, Pineault said.

Gaming Analytics’ use of artificial intelligence will help the casino predict patrons’ future behavior.

“It will help organize and synthesize data for our marketing team,” Pineault said. “For example, if a guest only responds to arena (entertainment) offers, it’s a waste of time to send them information about all the other stuff. So, you market to them when you have a show coming up that they’ll like. ... Maybe you’ve got a new restaurant opening up that you think they’ll want to try.”

The AI software can process information far faster than previous computer programs that have long sought to do the same thing, Pineault said.

Data gathered by the system can also help a casino better assess the performance of each slot machine, predict when machines will need maintenance and provide more accurate revenue forecasts, according to Gaming Analytics’ website.

Mohegan’s goal is to have the Gaming Analytics system in place at all its North American properties by Sept. 30, 2025, the end of its current fiscal year. Those properties are Mohegan Sun, Mohegan Pennsylvania in Wilkes-Barre, Pa., and Fallsview Casino Resort and Casino Niagara, the two casinos it manages in Niagara Falls, Ontario, Canada.

Mohegan has not decided whether it will install the system at Inspire, its integrated resort in Incheon, South Korea.

Pineault said he’s heard no negative feedback from customers about Gaming Analytics’ more extensive collection of personal habits and preferences. Creating more guest satisfaction is one of the desired outcomes of the system’s installation, he said, along with saving time and money.

Some have wondered about effect the new analytics might have on gambling behavior.

“The Connecticut Council on Problem Gambling acknowledges the technological advantages of AI and understands why the gambling industry, like many others, is eager to adopt these tools for player interaction,” Paul Tarbox, the council’s director of public policy and communications, said in a statement. “We believe that consumers should always be fully informed and have the ability to choose what information is collected about them, as well as how that data is used and shared.”

The council’s primary concern, Tarbox said, is the potential link between increased player engagement and a heightened risk of gambling-related harm.

“On the positive side, AI can also be utilized to analyze betting patterns and detect early signs of problematic gambling behavior,” he said. “When identified, players can be offered responsible gambling strategies or directed to appropriate support resources for help.”

b.hallenbeck@theday.com