Insight NEW GAMES SHOWCASE
(Right) 2 Way Texas Hold’Em Poker Side Bet by Galaxay
Games, Supernova Blackjack by
TCSJohnHuxley and PTG Poker from Prime Table Games.
(Far right) Roul8Fifty by Gary Chow.
keeps them playing is something that is very hard to define or create a formula to predict. I don’t see myself as the gate- keeper to this process, evaluating the games and presenting only a small edited sample to my customers. This process is about showing as many games as possible to our customers, who choose for themselves which games they enjoy playing. There are a couple of games here that I really like, about which I’m really keen and hope they do well, but ultimately it’s down to the what the customers say – we make the selection based on their feedback.”
Grosvenor Casinos makes extensive use of focus groups in its decision-making processes, something Mr. Shanahan attributes to his boss, Kevin Graham, Head of Table Gaming for Grosvenor Casinos. “Our decision-making is informed by our customers,” underlined
As an industry in
which there are so many possibilities to offer new
games, I think it’s
strange not to give players the
opportunity to
experience these games. The
majority of people coming to our G
Casinos are from a younger
demographic.
They’re familiar with touchscreens, they play Zygna poker on Facebook and
are already playing in online casinos.
When they enter a real casino
environment it’s not about simply
replicating an electronic
experience, it’s
about creating a differentiated experience.”
IAN SHANAHAN, Table Gaming
Project Manager at Grosvenor Casinos.
IT’S DOWN TO WHAT THE
CUSTOMERS SAY - WE MAKE THE SELECTION ON THEIR
FEEDBACK. OUR DECISIONS ARE INFORMED BY
OUR CUSTOMERS.
Mr. Shanahan. “We’re not here to tell our customers what they like. We create focus groups before making and agreeing changes to gather as much information as possible. We know from experience that it’s much less efficient to implement changes and then gather feedback retrospectively, than it is to consult and make the right changes from the start. The initial process takes longer, as the more people involved ultimately slows down the process, but compare this to the hit-and-miss approach were you’re making changes over and over again till you get it right and there’s simply no comparison. Ours is a more effective and ultimately faster process.”
The efficiency of the selection process involved in the New Games Showcase sees the 20+ games shaved down to 10 for the wider trials. Three mini showcases in three locations whittle down the number to those that eventually are sited for 60 day trials, with casinos from across Grosvenor’s 34 club estate taking part in the final stage. “We track the games remotely, keeping an eye on handle and win in relation to the time the tables are open,” stated Mr. Shanahan of this final
July 2012 PAGE 38
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