Primm Valley Resorts taps AiFi tech for first cashierless checkout experience at Star of the Desert Arena

AiFi has announced a partnership with Primm Valley Resorts to power the Star of the Desert Arena’s first cashierless store, Swipe & Go, in the Buffalo Bill's Resort & Casino.

Affinity Gaming, which operates Primm Valley Resorts and Buffalo Bill's Resort & Casino, has been working on refurbishments for two years with new slot machines, restaurants, etc. for both properties but was interested in developing additional amenities that lined up with both the customers' and staff’s needs.

It identified AiFi’s solution to simplify the checkout process and expedite the experience. The Swipe & Go store in the Star of the Desert Arena will be located as you enter the venue.

“We’re thrilled to launch our partnership with AiFi as we continue to implement technology driven services at the Buffalo Bill's Resort & Casino,” says Steve Neely, Vice President and General Manager at Primm Valley Resorts. “Our goal is to consistently seek ways to enhance our offerings, and AiFi’s spatial intelligence will not only elevate the fan experience but also drive concession sales growth in the arena.”

The Star of the Desert Arena tested its Swipe & Go store with AiFi’s technology at a recent concert and says it outsold the four other standard concession stands combined sales. The resort and casino franchise hopes to expand AiFi into other stores within the arena this year based on the initial success so far. 

“The demand for cashierless checkout in arenas has surged in recent years, driven by advancements in AI,” says Steve Carlin, CEO at AiFi. “Our spatial intelligence focuses on enabling seamless transactions while analysing shopping behaviour to enhance inventory management and operational efficiency. We’re proud to be the arena’s first technology partner in this space and look forward to collaborating on future concessions stores.”

Star of the Desert Arena at the Buffalo Bill's Resort & Casino launched the Swipe & Go store in March and will be available to fans for upcoming concerts including Iam Tongi, Banda Baila Fest, and Bronco.

2025 RTIH INNOVATION AWARDS

E-commerce will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in March, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.