“We are a table game company not slot machine company,” Said Krise. “Providing a true table game experience and the positioning of the tables is critical. When a property wants to successfully introduce e-tables it has to consider the overall experience they will deliver. A single table does not draw the market share as effectively as a group of well promoted tables themed and running in a pit with a dealer or host.”
Mr. Krise said e-tables are being placed in the themed “party pit”. This themed environment located in a section of the casino offers the fast game action of e- tables with a fun atmosphere of loud music, an attractive live dealer/host and the general camaraderie of fellow players; creating a very lucrative interactive play space within the casino.
“Also, e-tables do not require extensive dealer training or specialized dealer skills. So remote jurisdictions that do not have a ready labor pool of traditionally trained dealers can place the e-tables and quickly train employees to deal or host the games.” Krise said.
How can a property tap into the betting limits of these tables as part of their marketing strategy?
Krise: “Lower limits on e-tables provide an option for the customer who cannot play the higher limit live tables as well as expand the customer base for the property. It also allows the property to tap into this market. Even though the limits on the e-tables can be set lower than traditional tables the increased hands per hour can more than make up the difference. Plus, our new Classic series of e-table games offer multiple side bets that can be made and accepted in seconds and dramatically increase the profit potential of the table”
Dover’s Steve Keener agrees with Mr. Krise. “The added bonus to the Black Jack game gives the customers more choice. The variety has certainly made these games more appealing to our customers.” Said Keener.
In Asia there has always been a cultural preference for live games. But as we are seeing in the states this is changing. According to Marina Bay Sands EVP Andrew MacDonald in Singapore, they currently offer 631 live games and are installing 390 electronic table gamming positions. Also Resort World Sentosa (Singapore) and Genting Highlands in Malaysia they offer both traditional Live Tables alongside their Electronic counter parts. E-Games were initially a slow growth product in various parts of Asia. But with new larger properties offering expanded gaming
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Robert Ambrose is a 30 year veteran of the casino industry in the United States. Presently he is an Independent Gaming Consultant and an Adjunct Professor of Casino Management for Fairleigh Dickinson University in New Jersey. He has written numerous articles on the gaming industry and developed several programs on customer service. Bob has designed/developed casino gaming floors, purchased gaming equipment, and coordinated slot installations. Professor Ambrose has a Masters Degree in Hospitality Management.
Visit
www.bobambrose.com or email
bob@bobambrose.com
floors, more sophisticated loyalty program for electronic gaming (to include slot product,) and technological advances with more interesting games and bonusing options the market is changing. And as with the US, the next generation of gamblers is assisting with their comfort level for technology. Today with some hybrid-tables the experience is no different than sitting at a traditional live game. Touch Bet and Rapid Roulette have been very successful in the Asian market. The sense of community at the E gaming table is present with a “bottom-line” for the property of a faster game cycle as compared to live. It has been a comfortable niche and an expanded marketing tool for the Asian market.
With the proper attention of executives and a solid loyalty and marketing campaign the electronic table product has been accepted by players and expanded the traditional table game market for a property.
As the new gamblers from the world of video games are entering the commercial casino market they will fit comfortably into this Electronic / Hybrid / Live Gaming Experience. The next generation of gamblers come from an age of computers and electronic video gaming. Their background and gaming experience is derived from interactive/sociability and their live video gaming experience.
This generation has experienced on-line video tournament play. It’s common and that sense of community has been building since this generation Y (Generation Next) were all in diapers.
It will be a natural progression for them to adapt to the casino environment both in electronic and live together.
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