Reports MULTI-GAMES MACHINES
Erik Sober works as Casino Cosmopol’s Haming Specialist for Slots. Casino Cosmopol operates four land based casinos and is a subsidiary of the government owned company Svenska Spel. Mr. Sober has been working within the company since 2002 in different management roles, having formerly been employed working table games for Cherry Casino, where he started his 28 years in the casino industry as a dealer.
similar number of lines or ‘Cost to Cover,’ so the average spin they are willing to play maintains over the time (20-30, 40-50, 60+); grouping games also by volatility works very well. If a player does switch from one game to another, we try to make the gaming experience as familiar as possible. We also ensure that the neighbouring machines have different configurations or volatility, or lines, so the player notices the difference.”
It’s this point of difference with multi-games that’s all-important. How do you combine games together that make a complementary package that appeals to as many different types of players as possible, without the need for huge variety in what we’ve established is likely to be a small to mid-sized location. It’s a challenge not just for the operator, but for the developer too. We asked Konami how it configures its games mix on SeleXion. Steve Walther outlines: “Because of SeleXion’s leading compatibility, we’re able to offer a vast library of available games ala carte, which operators custom- configure to their needs.
“Properties are able to choose which games they wish to place on each machine for their particular customer base,” he continued. “Overall, it’s best to provide a mix of different game types and game series in terms of reel format, bonuses, mathematics, and art design, so players can enjoy a diversity of options on one machine.
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YOU’RE JUST NOT MY TYPE What appears to be the consensus among our
panel is that the location determines the type of player that frequents it. Smaller locations pre- prescribe a player that is more frequent, wants access to a machine without waiting, knows the game they want to play and is going to play for longer. So does our panel agree that there’s a particular “type” of multi-game machine player, all from the same demographic?
“No I do think so,” says Erik Sober. “However, regulars and time-on-device players that often visit your casino are more keen on multi-games. Tey want an easy variation on their own favourite spot on the casino floor, that’s all.”
Both Mr. Rivas and Mr. Skrinjar think the same, saying that their multi-games players are varied and from all the demographic groups. “I have seen casinos in Europe that only offer multi- games, however, the content offered by each machine is varied, and the games tailored to attract the kind of players they want to target,” states Mr. Rivas. It’s a view echoed by Mr. Skrinjar. “We don’t see specific groups of players who would prefer multi-games machines. Te only difference is in the VIP lounges, where we mostly offer single games.”
It would appear that players aren’t dyed-in-the- wool “multi-games players,” but rather adapt to the offer in front of them. Konami’s Steve Walther believes the success of the SeleXion is due to its strong crossover appeal to a spectrum of player types. “Markets with a large presence of traditional core slot players likely see highest SeleXion performance, but it’s by no means exclusive to those markets.”
If the player isn’t specifically choosing to play a multigame machine, but does so for convenience or because the offer is in front of them, how does our panel split their floor? Do they offer all multi-games or percentage splits between single games and multi-games?
“Both,” says Mr. Rivas emphatically. “However, 40 per cent of my floor is multi-game and growing. Nowadays, the fact that a vendor offers multi-game machines is one of the factors that I consider in incorporating them in my floor. As I mention, our casinos are small, so changing a bank in a casino could represent 5-7 per cent of the floor, so the offer must be very wide.”
Aleksander Skrinjar agrees that slot floors need to offer a mx of single and multi-game machines, but admits the trend is shifting in one
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