Update ITALY VLT MARKET
VLTs can be
operated in bingo halls, betting
shops, dedicated arcades and
gaming arcades (with a separate accessed room)
no oPerator coMPlaints While there are undoubtedly problems, the machine revenues currently being generated by VLTs in Italy right now are equivalent to US casino slot incomes, though this is not universally the case for every supplier. There are major differences between suppliers, important technical capability and stability issues, in addition to game maths, which again is very important in regards to the tax on turnover as opposed to cashbox. The tax regime influences the type of VLT game that can be successful in the Italian market and requires a different approach to the maths in order to maximise the returns to the operator.
As aforementioned, every VLT hall to date has only a single machine supplier. The complication of completing the collaudo process for two systems in addition to the lack of a cross-ticketing system, also means that most locations are filled with a single cabinet - each housing just five games. Each supplier was restricted to five games as part of the initial games approval phase, another measure designed to ensure that SOGEI was not
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overwhelmed by games approvals. The effect of this measure, however, has been to reduce the impact of the VLTs, each of which are capable of running many multiples of different games on their systems via attractive menus that are currently offering only limited choice to players. Suppliers have also had to hedge their bets in terms of which five games to have approved in the initial phase, which has not only restricted player choice, but also clouded any real impression of the future marketplace. The monotony of single cabinet choices and restriction to just five games creates a distinct lack of variety within the locations that will quickly need refreshing with new content.
Concessionaires have quickly realised that the player base for Comma 6a and Comma 6b are very different. Locations in which Comma 6a games have been successful do not automatically align themselves with successful VLT operation. The different socio-economic groups that have begun to define VLT and Comma 6a players means that concessionaires have had to look to traditional casino models on which to
and some predict they may also be permitted in bars
eventually. 30 VLTs are permitted in a
gaming hall of 50- 100 sq.m and 70
VLTs in a hall of 101- 300 sq.m and 150 VLTs for gaming
halls over 300 sq.m in size.
base their decisions. Sites are being chosen in highly populated urban locations that benefit from commuter traffic with high footfall and disposable income.
Italy is a market the has been under- served by thinly striated gaming products in the past. Four casinos serving a population of 60 million people isn't sufficient to provide the diversity of gaming product to satisfy the wide range of gaming interests. Comma 6a has proven to be resilient to the competition from Comma 6b because it's barely competition. The players are different. Playing €500 in less than an hour isn't just a different psychology, it's also a different economic proposition. The same players visiting regional casinos on a regular basis have now substituted their travel arrangements for local, domestic mini-casino VLT gaming.
The entire spectrum of player types exist in the Italian market, one that has a voracious appetite for gaming, but to date has been pre-occupied with external markets as the domestic choice has been amusement-only or spread too thinly among the four principality-located casinos. VLTs allow operators to address different player segments not served by the former offer. The market is no longer looking for the killer game - the killer application, but instead VLTs allow operators to address all segments - high roller slots, roulette, poker and jackpots.
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