Insight
SLOT CABINET DESIGN Konami’s Concerto
“There are many boxes that I believed were over the top [at G2E] with retina burning, tan inducing lighting overload. Yet, I am frequently amazed at the ability of the player to either totally ignore all that or to blank it out. Lots of lights means little to me unless the player loves or hates it. However there are some games that are truly blinding and at least one that will be taken off my floor if the manufacturer doesn’t figure out a way to dim it down. It actually casts a shadow on the floor.” Chuck Hickey
P52 NEWSWIRE / INTERACTIVE /
247.COM
of essential ingredients in the design of the new cabinet, we were interested in what were the Konami specific elements that were included to differentiate the Concerto from its competitors. He explained that when looking to create something personally interactive such as a slot machine, there is an acknowledged tension between innovation and familiarity. Tis considered, Konami was on a mission to build the industry’s next generation video slot with key focus on the core gaming elements that both resonate with players and ultimately prove successful.
“With the screens for example, dual video monitors are the core medium so we equipped Concerto with the largest screen size in its class and a deep black frame to provide the player with a truly immersive experience,” describes Mr. Reback. “With the button panel, we merged a digital deck with physical touch buttons to leverage the convenience of a digital display while maintaining the sensory feedback of an actual slot button.
“Additionally, we programmed custom game art for these button displays through the power of our new KP3+ platform. And when it came to game attract lighting, we paired a familiar LED track edge with a signature holographic side lighting element to capture attention from passersby without distracting the patron’s in-game experience,” states Mr. Reback. “So we really identified those core essentials and drove a new level of enhancement for the video slot sector. “
ADDING ‘DIFFERENCE’ TO THE FLOOR One of the essential ingredients identified by Chris
Garrow was that the Concerto had to be ‘different.’ Looking to add a new cabinet design to the slots floor, it’s this point of ‘difference’ that piqued his interest in the cabinet. Mr. Garrow describes wanting guests at Treasure Island to pull up short when they see the cabinet. He wants the machine to create a buzz on the floor and to have people talking about it until one becomes available. But is that the same for every operator? Should new products look like nothing else and create show-stopping drama, or should they fit seamlessly within an existing design aesthetic, to enhance the atmosphere as opposed to creating a beacon on the floor?
Jeff Croes wants his new products to be impressive and unique on the floor, adding that if a product seamlessly slips onto the floor, he’s compelled to advertise the new machine to his players, whereas in his view, Concerto advertises itself. Te views of Kelly Pace and Chuck Hickey, however, aren’t so clear cut. “I’d prefer a bit of both,” says Mr. Pace. “We try to place new cabinets in an area where they can be highlighted and stand out to guests. But it is also important for us to make sure it fits into the current layout and flow of the casino floor.”
Standing out on the floor is a crucial element in Juan José Rivas Soberon’s purchasing process, but finding the right spot on his floor is just as important as
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