Review G2E LAS VEGAS 2016
GameCo, a pioneering new company uniting skill-based video games with real-money casino floor gaming, has created the world's first video game gambling machines (VGM) in an effort to bring a new generation of gamers to land-based casinos
Te unveiling of the first-person, action, video game Danger Arena, in which player skill determines the payout, came with the aim of maintaining the same house return to players as traditional slot machines.
Te roll out began in September, when GameCo debuted a demo version of its VGM at Downtown Grand Hotel & Casinos eSports lounge in Las Vegas. Te VGM is an exact version of the units that will launch on casino floors in Atlantic City, but function as a non-gaming demo device. Te game will then roll out with Caesars Entertainment resorts in Atlantic City, New Jersey, which include Caesars, Harrah's Resort and Bally's Wild Wild West.
For Blaine Graboyes, GameCo co-Founder and Chief Executive Officer, first mover advantage is important.
“We’ve focused on launching one game, Danger Arena, in so far as we can get to market as quick as possible but we have many other games in our pipeline and will be launching a new game for sale every month of next year,” he explained. “Attracting millennials to the casino floor is the most critical issue facing gaming destinations today and GameCo is delivering the solution casinos need to engage this key audience. Our skill-based VGMs are the natural evolution of the slot machine. We have created a truly state- of-the-art experience that speaks directly to the nearly 93 million adult Americans that play video games.
”It's tremendously exciting to be first-to-market in an industry effort to attract the next generation of players to the casino floor, and we're thrilled to be launching with Caesars Entertainment in Atlantic City,” Mr. Graboyes added. “Together with Caesars Entertainment we're planning an historic rollout and marketing campaign that provides gamers with the opportunity to gamble playing video games at the casino. Te roll-out will begin on the East Coast and then move to the Southeast and expanding west. Two games will be available to play on the first VGMs, with 20 games by end of 2017.”
Using a patent-pending algorithm and unique game design, GameCo is working with leading game developers and publishers to adapt popular video games for casino gaming all while meeting regulatory requirements. Te company will offer a wide variety of game play experiences with genres and themes from core to casual including everything from sports,
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GameCo’s Blaine Graboyes showing Danger Arena
GameCo puts ‘first mover advantage’ in its skill-based gaming cross-hairs at G2E show
racing, and fighting games, to first-person shooters, puzzle, hidden objects, and Match 3 games. GameCo's proprietary VGM is an arcade- style video game cabinet and controller. Each VGM features a single-player game, generally 60 to 90 seconds to play, adapted from top console, PC and mobile developers.
“Te game play in Danger Arena lasts for 45 seconds, which our research told us was the optimum time for this sort of shoot’em-up,” Mr. Graboyes explained. “Te aim is to shoot as many robots as possible and stay alive long enough to complete the level. Te game has over 10,000 maps inside it, which is where the random element comes into play. A map is chosen at random and then it’s up to the player’s skill to determine the prize. Te key to success is balancing the game design and game math. We're working closely with our casino and game partners to learn from player data and feedback and to optimise the game play experience.”
Te company recently announced financing totalling $8.25m to launch its first games into multiple casinos in 2016, 2017 and beyond.
Looking to the future, GameCo’s Tri-Pod VGM Carousel will evolve to host eSports Events and multi player game experiences.
Jed Katz, Managing Director of one of the financers, Javelin Venture Partners, summed things up perfectly: "GenX and Millennials don't play slots, but they do play video games. And while casinos have been attracting those customers with hot nightclubs, bars, and restaurants, it's only logical that they offer a gambling product that's attractive and fun for this customer base. We love GameCo's methodical approval to filling that void and we expect that they will establish a long term leadership position in a space that's about to get really big.”
Exactly how big that opportunity remains to be seen. Mr. Graboyes highlighted that there were 112 million multiplayer gamers in the US. Right now, about 12 million gamers are playing League Of Legends, with video games generate $26bn per year, rivalling a similar spend from fans of traditional sports, something that GameCo wants to bring to the gaming sector.
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