Slots of the next decade to gather traditional games, online features and social networks

This talk counted with a panel comprised by Sebastián Salat (President of WMS International), Harmen Brenninkmeijer (Senior VP of Strategic Market Development of Inspired Gaming Group), Derik Mooberry (Senior Vicepresident of Products and Operations of Bally), Eduardo Aching (Konami Senior Director of International Sales) and Marcel Heutmekers (Senior Director and General Manager Latin America and Asia of Atronic), with the moderation of César Augusto Dechat (Slots Manager of Trilenium Casino).

After introducing the speakers, Dechat asked them if there will effectively be slots in the next decade or if there will be other developments instead. Aching said that the basic concept of slots will be maintained. “Manufacturers are adding entertainment elements to slots, and what the customer seeks is entertainment”. However, he added that improvements cannot be made as fast as they would like because all depends on regulation.

Salat added: “We have started experiencing a convergence of traditional gaming, online gaming and social networks”. He affirmed that traditional operators will have to search for elements of differentiation, maybe in the casino itself or in the machines. “Machines with sound and movement, 3D elements, something customers cannot obtain with online gaming”, he pointed. He believes machines will continue existing, but will not operate with coins, printers or hoppers, because they can be downloaded directly. What he predicts are changes in applications on top of basic gaming. “I think the most important change is in the players offer”, he assured.

Besides, Mooberry sees a convergence of several different things. He says that players expect contents in multiple platforms and multiple devices, with the possibility of mobile devices as well. In the same line, Heutmekers assured: “Development of new tables definitely happen, but I think there will be more diverse products, which will not replace current products completely.”

Brenninkmeijer affirmed that regulations do not allow progress the way the industry wants, but commented that now that countries need to collect money, they will allow gaming. In  second place, he said that the industry must focus on the customer, and commented the differences between players in Europe and America. “The average player in Europe is a more established person that does not necessarity going to the latest developments. In America is different. Players are younger. So it depends on the market”. He agreed with the rest of the panel and commented: “Gaming will definitely change. Slots will keep on existing, but we will see many other forms of gambling, at home, online, in different types of facilities or in casinos”.

The second question had to do with future technologies and how should they be incorporated. Aching said that social interaction should not be forgot, and that the features that should be added have to do with the type of game the player wants.

Salat said that, for the operator, server-based games are convenient. Graphics, animation and other experiences can be done with the support of a server, enabling a better gaming design. He then said that machines should bring a more interesting sensorial experience, which would bring more attraction to a younger person. Another point could be interactive gaming, where the machine adapts to the player and is customized according to the level of player loyalty. Finally, he said that the gaming experience can start at the casino and continue online, obtaining credits that could be redeemed at the casino again. “We believe there will be more applications that will integrate online and offline gaming”, he assured.

In the same line, Mooberry affirmed: “Mobile technology can enhance the gaming experience. You can use social media connected the mobile device to enhance the game experience, even in traditional casinos”. Additionally, Heutmekers said: “I think we see the payment methods will change. We can integrate payments though mobile phones, for example”.

Brenninkmeijer said that the number one change in Argentina are multi-games. “If I can basically link those games to the games the client wants to play, I believe we will see a lot of changes today worldwide and also in Argentina”. He assured that technology allows the control of customer loyalty.

The next question was if new technologies necessarily mean an improvement on the player experience and an increment in profitability for the operator. Brenninkmeijer enhanced the fact of choosing the right technology. “All is about return. I think if you want to attract younger gamblers, you have to incorporate new technologies”. Heutmekers agrees on the fact that new technologies are a necessary investment and Mooberry thinks that gaming experience has to be enhanced. He sees a correlation with improvements and more profitability. “Revenue is higher in new games than in older games”, he affirmed. Besides, Salat remarked new product categories, and talked about releasing products with sensorial immersion and a good gaming maths.

Aching remarked that, as a manufacturer, they have to search for new solutions and categories to offer operators, but said that, as an operator, the latest technology is not necessarily the most adequate for each casino, according to its customers, so they have to analyze what type of technology should be applied.

The last question had to with the training of customers and staff on the use of new games.

Aching and Salat agreed that, first of all, casinos have to analyze the type of public they have and the type of player they wish to attract, to know the type of machines they need. “Diversity on the player experience should be facilitated, because players practice “slot zapping”, Salat stated, and remarked that a high level of staff training is needed to educate the players.

Mooberry pointed that Bally does extensive focus in testing new products and innovations, to know the consumer experience. For example, last year it rolled out a new cabinet without buttons and first made a focus group that proved that launching a machine without buttons was positive because people was accustomed to touch screens.

“The casino customer is quite smart and will figure out the technology, it all depends on communication”, Mooberry stressed. Breninkmeijer affirmed: “Technology is all there but we forget many basic aspects from the players” and Heutmekers highlighted that players need support so the human factor is necessary.