IGT’S SBX
to come by and communicate that new theme to them; if the theme is purchased you have to go through the purchasing process, IGT ships it to you, you have to install it – two months could go by before you actually get that game on your floor. I have all the new games every month on a disc, with everything that’s been approved on it. I drop the disc in the server and I can download that content at will. I’m first to market with all that content, and that’s a two-month head start over others.
CI: Do you use it in conjunction with TITO to market to your players?
MV: We are actively looking at
promotional tickets, we have some partners who have designed promotional ticket marketing applications; we have not implemented those yet but we are actively designing and working with a partner to see about exploring that space.
CI: So at the moment, information from the
player floor comes from staff directly engaging with customers?
MV: Some of the bonuses we have actually operate within the service window I mentioned earlier. One of those is branded Random Riches, which is designed to be a new member program. M Life is our player’s club and we try to encourage people to join M Life, and right now there really isn’t a competitive sales technique to join M Life when you’re on a casino floor. Lots of places have similar ‘accelerators’ – if you join my club I might give you some extra points faster, or with a certain number of points comes some free play… All of those programs are well used and it’s
IGT’s sbX system in their own words…
“IGT’s sbX experience management applications are designed to increase operator profitability and enhance the player experience. The power of the IGT AVP platform is tightly integrated with sbX applications, enabling access to the industry’s largest library of downloadable game themes and the Service Window. All of IGT’s sbX applications are Gaming Standards Association (GSA)- compliant for optimum interoperability. “IGT Floor Manager provides operators
everything they need to optimize the games on their floors. A subscription to the IGT Game Library gives them access to a large quantity of top-performing themes each
difficult to find something unique as far as that hook goes. So we have created an application where when you sign up on that first visit, Random Riches cerates a bonus; every time you hit a point threshold – and there are various point thresholds throughout the game – you get the opportunity to play a game within the service window which awards you free play. So it does a couple of things for us: one, it teaches the customer how to use the service window and it shows them that it is something important that they need to pay attention to, it’s a great training device; two, it is a great marketing tool: hey, you play here on this trip and you’ll get the opportunity to win free play. When they do win it, the free play is downloaded immediately to the game so there is no customer- employee interplay at that point. They can just play the game and enjoy the prize.
month. The ability to remotely change themes means operators can quickly deploy new themes that target specific demographics and capitalize on market conditions. Operators can now make the right decisions about their floor using detailed reporting, better manage the floor with easy-to-use visualization tools and reduce operating costs by decreasing labor and machine downtimes. “With IGT Media Manager, operators can
leverage the high-speed open network to deliver powerful applications that set them apart. They can instantly deliver applications to players on the game screen via the Service Window and at the game via sb NexGen II and AVP digital top glass displays. And with the ability to send targeted media, they can also create customized
in-house billboards that promote amenities, events and promotions property-wide. Add an Application Programming Interface and Software Development Kit, and the door opens to a whole new world of dynamic and thrilling applications that enhance game play, boost marketing promotions and improve customer service. “Casinos around the world are optimizing their operations with IGT’s server-based experience applications. More than 40 different casinos in nine states and nine countries have partnered with IGT for this technology that delivers results to the bottom line. Bank-by-bank, partial floor and floorwide implementations are available. For more information, visit
www.IGT.com/sbX.”
MAY 2011 29
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