Gaming Machines

Introduction | Utility of Games | Price Sensitivity | Denomination and Placement | Conclusion |

Concluding, the following generalisations may be made (and please remember they are just that).

i) An unsophisticated tourist market requires simple to play uncomplicated machines.

ii) A sophisticated local market or one which has continued access to machines needs continual new product introductions in line with product life cycles.

iii) Denomination, game speed, game type, hold percentages, hit frequency and game variance are all intricately intertwined with “low” denomination games having certain characteristics and “high” denomination games quite different characteristics.

Table Five (as previously displayed)

Note D/Up = Double Up
* +/- 3%
** +/- 5%
*** approximate only

iv) Base denomination levels should be judged on market characteristics, competitive activity and “strategic” objectives. A 60% to 80% proportion of “low” denomination machines in a competitive market may be appropriate given Pareto considerations.

v) Placement and layout of machines within the individual venue should seek to maximise traffic flow around higher denomination games as well as ensuring player comfort and convenience. Very low denomination machines and essential facilities should be located in areas that drives traffic past other machines and outlets.

vi) Carousels may increase performance. Similarly, the activity on poor performing machines may be improved by locating them at the end of banks.

vii) Varying machine heights throughout the venue allows the use of higher machines against walls and breaks up the view within an area.

viii) Signage should create atmosphere and attract and inform players.

ix) Machine artwork, graphics and sounds should be designed to attract and hold the players attention.

The above, whilst in no way comprehensive, does attempt to provide the reader with a very basic insight into the decision making process involved in gaming machine selection and placement. It is of course essential to analyse your own market first and remember that business is about the profitable provision of customer satisfaction. So, satisfy the customer first and forget any rules or criteria if they do not match your strategic objectives or your particular client base.