Insight NEW GAMES SHOWCASE
stage of the process. “We receive feedback sheets per week enabling us to continue to monitor everything we need to make our final choices. The ultimate goal of this process is to broaden the spectrum of games we offer our customers, appealing to the widest possible spectrum of players.”
At the last showcase, players completed over 500 questionnaires on the evening, detailing their opinions about each of the games on the floor. All the entries were then inputted into a database and cross- reference against the games with Grosvenor comparing the performances before making the short-list. “Even if I loved a game, if it performed badly on the night then it wouldn’t get to trial,” stated Mr. Shanahan. “We keep the questionnaires simple so that we can compare all the data from all the different
WE NEED
SOMETHING EXTRA TO
ATTRACT THE WIDER
AUDIENCE, THE
DISCRETIONARY PLAYER WHO WANTS
SOMETHING NEW.
games. There were several games that were strongly disliked by players who tend to give very honest feedback. We also found that staff and management didn’t pull their punches either, which was information that we shared with each of the suppliers so that they get relevant information about their games. The first six or seven games making it through to the trials last year were very straightforward, but it was tricky thereafter to choose the final 10 as it became quite a close race between the final few.”
Trials and tribulations The relevance of this type of event could be questioned as the electronics side of the casino industry is now the dominant part of the gaming offer across most of the globe. However, while slots and electronic table games take the lion’s share of the floor space in most casinos, live tables continue to be the heart of a casino. The relationship between customer and staff is defined by the dealer and player. For Grosvenor Casinos, offering a variety of new table games to the customer, from novelties and variations of popular games, to
progressives and side bets, keeps that contact dynamic and fluid. “We’re not presenting a static offer to the same set of customers that want the same set of games,” said Mr. Shanahan. “If you provide that offer you’ll find that you’re only operating at full capacity at the weekend. We are attracting the players looking for fun and entertainment throughout the week. We will always present the transactional players with the games they want, but we need something extra, something different to attract the wider audience, the discretionary player who wants something new.”
One of the reasons why this format works so well in the UK, making it a unique event on the global stage, is that the UK has untied legislative restrictions surrounding the introduction of new games to the marketplace. The introduction of new games is very straightforward in the UK as compared to many other jurisdictions around the world. The limiting factors in the UK usually revolve around restricted floor space and the cost of implementation, with marketing, dealer training and manning of the games all needing to be weighed and measured. They’re limits, however, that Mr. Shanahan sees as benefits.
“I’m actually very happy that no one else is implementing this kind of initiative,” commented Mr. Shanahan. “It means that our customers have the widest choice of games on the market and will get to play the best games first. 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.
“I don’t see us replacing the dealer with a host of an electronic product, I think players want to interact with the dealer, with the cards and chips and other players too,” concluded Mr. Shanahan. “We had a game at the showcase last year that trialled well, but proved to be a bit ‘too electronic.’ When we replaced the electronic dice element with a hand deal, it’s proved a hit. I’m not saying that we’re dismissing technology, far from it. Technology is such a big part of the casino offer and we recognise that we need to offer the customer the best available on the market – but ultimately, what the customer really wants is a great time.”
July 2012 PAGE 39
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