Insight
SLOT CABINET DESIGN Konami’s Concerto
the point. Younger folks will play poker games, so in a way that was a segmentation of the slot floor that attracts differing demographics (maybe it ‘includes’ more varied demographics).
“To me – the secret of your example – the iPhone (and I’m not really an Apple fan) is not that it is a good phone, as I don’t think it is. However, it is a very well designed package. Starting with the packaging (the box) to the way the phone or at least the apps, work. You don’t really have to show anyone how to use an iPhone. It just works. It is elegant in feel and touch, it’s ergonomic and the apps work a certain way – consistency (which is all great in a phone, not so sure about in slots).
“I don’t really try too much to appeal to every generation. I try to appeal to the generation that plays slots and has the money to do so. I can do that very well without having to dilute my floor with experiments that don’t make money.”
What’s interesting talking to the panel is that there’s no consensus in regards to what exactly appeals to different generations of players, and from a cabinet design perspective, the idea of creating a ‘niche’ machine to attract a single demographic isn’t something any of our panel want right now. We asked when designing the Concerto, if Konami started with a concrete idea about which player segments would find the cabinet most attractive?
Matt explains: “We started the design process with a commitment to creating a product that would provide the absolute best player experience to whoever was playing. It’s an
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immersive cinematic effect that’s inclusively appealing.”
THE RULES OF ATTRACTION In recent years there’s been much greater
emphasis placed on the inclusion of a dynamic attract mode that draws player attention to the cabinet, both through software and hardware, when the game is not in play. Te Concerto’s dual screen attract mode continues through the DynamicDash button panel and promotes the gameplay right up to the digital topper. It’s a clever and attractive feature, but what role does the attract mode play in the success of Concerto? And what importance do operators place on attract modes in their locations?
Chris Garrow, Jeff Croes and Kelly Pace share similar views, believing that the time spent creating attract modes is justified, as if done right, the slot is able to showcase its graphics, sound and play mechanics, helping highlight the game on the floor. “It’s what draws the customer to the game regardless of whether they’re currently being played,” says Mr. Pace. “You can see the machine from a distance and it attracts other guests to play.”
For Juan José Rivas Soberon, the attract mode is simply a way to hold the attention of ‘potential’ players, advertising the cabinet while it is idle. He believes that the design of the cabinet, in particular the two 27ins. displays, give Concerto an distinct advantage on his floor, even when not in play, thanks to the attract mode.
Matt Reback explains the process of including an attract mode in exactly the same fashion,
describing it as a means to draw the customer to a game regardless of where they are in the casino. It’s Konami’s way of making their game standout on the floor from whatever distance.
“Players have many choices when they walk through the banks of games at a venue. We look to grab their attention with something engaging and exciting,” says Mr. Reback. “First we have our signature lighting elements that we have innovated since our early Advantage and Podium cabinets. Tis has evolved once again to our holographic lighting elements and LED attract routines on our Concerto cabinet. In addition to the lighting elements, we develop full motion attract graphics that utilise the full size of both 27ins. monitors with stunning artwork to captivate the player’s attentions.
“Getting players to recognise the game and branding it with exciting graphics and a strong theme is a critical component of the design. We know that if we don’t attract players to the game, they cannot experience all the exciting mechanics that we have designed for them during game play,” adds Mr. Reback.
CASINO ORIENTEERING Finding a game on the floor is a dilemma
specific to large-scale operators, such as our panel, each presiding over enormous slots floors. Te idea of differentiation of machine, however, is an issue shared by all. We see lots of themed cabinets designed around specific games and IP aimed not only to tap into player brand recognition, but also to create a centre- piece on the gaming floor. Te question is, do ‘generic’ cabinet, designed to switch-out new
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