Insight NEW GAMES SHOWCASE


THE PERIODIC TABLES SHOWCASE


Grosvenor Casino’s New Games Showcase highlights the very best table gaming innovations and best customer practice


Building on the success of the first live table games showcase, a unique event bringing together the latest innovations in casino table gaming, Grosvenor Casinos staged its sequel at the now regular venue of the Coventry G Casino. One of the largest UK casinos, the G Casino Coventry proved the ideal location to showcase 20 new tables gaming concepts from a variety of suppliers, some familiar faces and some newcomers to this year's event.


The New Games Showcase is designed to allow customers hands-on experience of the brand new games Grosvenor is looking to trial in the UK. Invitations to the showcase are distributed to over 200 guests, with their valuable opinions canvassed and compiled to create a profile of each game that informs the selection process, whittling down to a short-list of the most popular games as ranked by the players themselves.


The organiser of the event, Ian Shanahan, Table Gaming Project Manager at Grosvenor Casino, was delighted with the results from the first event held in April 2011, and in May of this year expanded on the format with a broader mix of games across even more tables. "The first event involved an enormous amount of planning, but this second event has been much easier to stage,” explained Mr.


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Shanahan. “Everyone's now familiar with the process, we've brought together the same staff to help organise the event and the suppliers see the value in presenting their games both to customers and to our staff. We have made a few changes, widening the game mix as last year there was a concentration around blackjack and poker variants. This year we have a number of unique games, dice games and progressives, which have made it really interesting for our customers to sample games they'll never have seen before."


Attendance has remained consistent from last year to this, with around 120 invited guests visiting the casino representing a mix of new players, infrequent players and transactional customers. "We didn't want to grow the test base too much as we want all attendees to be able to sample all the games," said Mr. Shanahan. "We ask each guest to complete a questionnaire after they've played each game, generating feedback that we'll use to determine our short-list of favourites, while also giving the individual suppliers direct feedback on their games."


The selection of the games sticks to a strict criteria in which games must be new to the UK, something players at the UK casino will never have seen before.


"We ask each guest to complete a


questionnaire after


they've played each game, generating


feedback that we'll use to determine our short-list of


favourites, while also giving the


individual suppliers direct feedback on their games."


IAN SHANAHAN, Table Gaming


Project Manager at Grosvenor Casinos.


Grosvenor views the showcase as not only a useful efficiency tool to quickly gauge real live customer reactions, but as a competitive advantage in the drive to offer players a unique gaming experience. "We look to include games making their UK debut at the showcase, games that our competitors have yet to trial and evaluate,” said Mr. Shanahan. “This year we are particularly interested in progressive games, with a few offering unique side bets that bring additional excitement and interest to classic casino games."


Following the showcase in 2011, Grosvenor short-listed 10 games from the event that made the first cut. The games were then installed in eight further locations across the UK on 60-day trials.


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