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Guest Editor’s T
echnology innovation has changed many industries, including the world of casino gaming. Next to non-
technological ‘soft’ innovations
in manufacturing, marketing and strategy, new technological innovations applied to casino games have been introduced in the past decade, such as TITO, server-based gaming, hybrid video-mechanical screens, LED buttons, network downloadable games, and so much more.
By the time I left a great work experience at WMS and the industry, I have seen many of the creative minds come up with the
greatest concepts, whether it was their new networked gaming product or making the gaming experience better through their sound chairs. And it went so fast, making me even more excited on what is next. What will manufacturers develop in a few years time? They may build onto the newest innovation that entered the market (such as networked gaming) and improve on it, or they may introduce something new, which could change the whole industry. We can wonder about many things, for example a few of the following in leveraging existing technologies: will the tablet technology be applied in slot machines? Will social media be leveraged using slot machines? Will self- healing screen protectors change our technical service and product-pricing model? Will our wireless technology become fast and stable enough to create new ways in network gaming? Most of these questions can be easily answered with ‘yes’, but the challenge is how companies will use them in a smart way with the intent to get a competitive edge, whether it is in the product, manufacturing, service, marketing or anything else. How will industry innovators apply these into interesting, playable and experience-enhancing products, without just becoming an additional technological widget? The Japanese video games manufacturer Nintendo has always focused on putting innovation in gaming experience above innovation in technologies, which is a big difference in perspective. In contrast, Microsoft did it the other way around with the Xbox. It used proven formulas and made them better looking using these new technologies without really improving the gaming experience. Although the latter may help your business in the short term, it is seldom a formula for a sustainable competitive advantage. In this issue, some of the industry’s top thinkers will review how their corporation handles technology applications in casinos. Casino Life talks to Bruce Rowe, Senior VP of Bally; Larry Pacey, Senior VP of WMS; and John Edmunds, VP at FutureLogic. I would invite you to read their stories and get a glimpse of how these industry innovators will change the casino gaming landscape.
Antoin Linssen Technology in Casinos 1
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