and make them a success, why haven’t we seen a single one in a land-based multi-games machine?
WHO BUYS ALBUMS? Streaming has become a convenient way to
consume music, television and film content from the likes of Apple, Google, Netflix, Amazon and Spotify. Streaming is a phenomenon that has changed the way users consume their media and changed the sale/rental of content. Gone are the days in which artists add filler to their albums in order to flesh-out the long-playing record. Consumers buy or rent very specific content and ignore everything else. We asked our operator panel if they felt that there was ‘filler’ material on their multi-games machines, as opposed to a handful of player favourite ‘hits.’
Mr. Rivas believes the answer depends upon the number of games offered. “For me it is absurd to have vendors who offer 35, 40 or 120 games in a machine,” he says. “I think a good number must be between eight and 16 (fitting on the same screen), and from a 16 multi-games mix, normally 4 to 5 make 80 per cent of the total coin-in.” For Mr. Skrinjar of HIT Casinos, he believes the answer is dependent on the manufacturer of the slots machines. “For some producers with more than 30 games it is only about 20 per cent of the games that represent 80 per cent of GGR on a machine,” he told us. “In SeleXion slot machines, this distribution is
much more proportional between games. In the multi-games package with eight games, one game represents between five and 20 per cent of the total GGR.”
We put Mr. Skrinjar’s comment to Konami’s Steve Walther. “Whenever you place a mix of games in one machine, it’s natural that some will be more popular and they’ll each rank differently,” explains Mr. Walther. “If there are games that are performing better than others on a multi-game, then if anything those games should be showcased to further build upon their success with your casino demographic. With that in mind, our KP3+ SeleXion platform on Concerto can be configured to highlight the individual machine’s top-performing titles on the attract menu.
“For example, if Lamp of Destiny, Chili Chili Fire, and Dragon’s Law Twin Fever get the highest coin-in, then those are the games that the machine will highlight most prominently to further optimise that space. What matters is that the machine as a whole is performing to expectations and getting the best results for that area.”
NOBODY EVER GOT FIRED FOR BUYING IBM As the emphasis continues to change on the
slots floor, with more and more multi-games taking a large proportion of available space, the level of risk in purchasing multi-games as
opposed to single games is falling. As Mr. Rivas pointed out earlier, the balance of power on his floor is certainly swinging in the direction of multi-games machines, but do they stay longer on the floor than single games? And how often do you need to refresh the offer with new games?
“It is always a risk that the players don’t like the games for one or another reason,” says Mr. Sober. “It doesn’t matter if it is a multi-game or a single game. It is just two different products for me. I would not place just one of these two products types on the of slot floors I work with today.”
However, for Mr. Skrinjar it’s pretty clear-cut. “Certainly it is less risky for us to use multigame machines for at least two reasons: firstly, multi- games machines generally achieve better performances and, secondly, the lifespan of such games is longer than for the single-games.” It’s a view echoed by Mr. Rivas, but even more forcefully. “Definitively, the players have more options in the same box,” he explains. “So while a title might be falling out of favour, there are always more games in the box to take their place. Depending upon the performance in general of the box, if you seek to refresh the offer, the decision is dependent on whether the machine is purchased outright or is part of a leasing or revenue share scheme. If you are participating in revenue share, we expect that
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