Focus
TABLE GAMES SHOWCASE
country, with another event already planned before the end of the year.”
The idea for the Showcase was born in February, with exhibitors spending the interim time preparing their games. Some were still at the production stage when Mr. Shanahan invited their creators to participate in the Showcase, with many making their worldwide debut in Coventry. “I've had experience of exhibitions in the past and was keen to take the latest games direct to the end customer,” stated Mr. Shanahan. “We believe that there’s a massive gap in the range of games available to UK customers and the spectrum of choice is very narrow in terms of table gaming options. Having invited 180 customers from three of our local casinos, Birmingham, Walsall and of course, Coventry, to this event, the fact that 120 of those invited made the effort to attend is an indicator of the level of interest in table games in this market."
The end result of all this customer analysis will be a series of focused games trials across Ranks’ casinos in the UK. The relaxation in June of the trials process by the Gaming Commission will have a big impact on the number of table games operators can trial in the UK. An event such as the Showcase means that operators needn’t randomly select games, but can instead back up their choices with player data that shows accurately which games their customers want to play.
During the six and a half hours running time of the event, there were as many Grosvenor employees on the floor in Coventry as customers. General Managers from across the UK all made the trip to study not only the new games, but players' live interaction with them. It was also important to see the reaction to games that need to make a connection with the players; to engage and enthuse them in the play. Craps has always been a game that needs both the interaction of players and a lively atmosphere to work - which explains its lack of success in the still reserved UK market. However, Grosvenor with its G Casino format is seeking to break down that reserve. The Coventry G Casino has seen Scaletrix races on the gaming floor alongside Ferrari driving simulators, each encouraging players to engage with the fun aspect of gaming and not take everything too seriously.
2-Up is a classic example of a game that would only work in a lively environment, and probably then only on a Friday or Saturday night. However, the game offers a totally new experience for casino players and it's exactly what Mr.
“The Grosvenor Casinos Table Games Showcase was a unique opportunity to gather feedback from the casino and the public. No one else is staging anything like this right now, offering the ability to interact directly with our audience. The event itself was really well organised and it was a pleasure to show Roll It Twice to the casino
“Table gaming can be both complicated
and intimidating to new players.
Introducing new games is an
important part of attracting new players to the
casino. We try to create an
environment with
our casinos that is less formal, has
greater energy and a real sense of fun.” Ian Shanahan.
Grosvenor Casinos.
“I show-cased seven new games from my portfolio, of these the three most popular games were Roulette Link-Bets, Lucky Draw Baccarat and Hybrid Triple-Bet. I received favourable comments on the other four games.”
“The feedback I received from the dealers was the the games’ procedures were easy to learn and deal.” Stephen Au-Yeung, Mr. Casino Games.
“As a result of the Showcase I am in the process of finalising arrangements regarding the three most popular games. The feedback I received from the dealers was that the games' procedures were easy to learn and to deal. The principal benefits from the event were: seeing how the players took to the new games; meeting face-to-face with the negotiating team from Grosvenor Casinos, and testing how dealers adapted to the novel concepts of the new games. I enjoyed the event and look forward to the next Table Gaming Showcase.”
Stephen Au-Yeung -
Mr.CasinoGames G3 I JUNE 2011 I PAGE 34
People have their own agendas at traditional gaming exhibitions, whereas all the public want to do is enjoy themselves... and win. Roll It Twice was busy all night and illustrated to everyone its true potential. We can’t wait for the next Showcase.”
Hayley Bedford - Dice Room Games
“We’ve had incredibly good feedback. Watching the general public interact with our game was invaluable.” Hayley Bedford, Dice Room Games.
and the guests. We’ve had incredibly good feedback that’s been wholly positive. Watching how the general public interacted with our game, playing with their own money, was invaluable. This is a new perspective, whereby the player isn’t viewing the game from the position of the house, ie. what might be attractive for the casino, but instead judging the game on its playability, its attention-holding ability, and most importantly - they played to find out if they could win.
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