GAMECO INSTALLATION
“Because New Jersey regulators seek innovation,
they are great partners in bringing new products to market,” Graboyes states.
New Jersey First Under the “New Jersey First” program, GameCo
received formal approval in October 2016. Pending complete licensing investigations, GameCo’s principals currently hold a Transaction Waiver. Currently, there are nine units – arranged in
three-position “Carousel” configurations – on Harrah’s casino floor. Bally’s Wild Wild West operates six units in a modified carousel and six units are installed near the nightclub at Caesars. GameCo is adding games in high traffic areas like The Pool at Harrah’s in the future. Graboyes claims that dedicated casino areas for
skill-based VGMs can meet or beat slot floor averages. He believes the casino video game market extends beyond Millennials because marketing efforts that uses press, social media or advertising will bring players to either the casino’s or GameCo’s websites. At the casino, signage, promotional videos and Brand Ambassadors introduce the game and answer questions. He states, “The games’ “core” marketing to 23 million, from Millennial to Gen-X under 50 to Baby Boomers, depends on an over-21 high income earner who plays video games in multiple casino visits. Added to that are ‘net new’ and older customers to experience our VGMs.” GameCo’s plans for 2017 include exciting new products, a Leader-board and Tournament system,
a Public API for game development on a GameCo platform, an Advertising System to reach its audience, a Branching Narrative system to leverage robust characters and stories in licensed games and properties, plus peripheral games using steering wheels, light-guns and a keyboard/mouse.
Dual economy
Soon, the GameCo “dual economy” will let players bet and win dollars while accumulating leader board points. Working with brands and casino partners, GameCo can offer hourly, daily, weekly, monthly and yearly prizes.
The GameCo Tournament Controller will network local machines for an eSports-style competition. Like other tech startups, Graboyes calls the VGM a “Minimum Viable Product.” Graboyes believes innovation in casinos is
desperately needed. He says, “We must pick our battles for optimal alignment with key stakeholders like casinos, players and brands. For us, that includes video game developers, publishers, film and TV studios. We believe the problem is inadequate content
and experience, not the “form factor” of slots. Anyone growing up playing Xbox and PC games understands slot machines lack similar interactivity and engagement. In 12-plus months, our sheer force of will moved us from concept to product operating on the floor. I appreciate our team’s dedicated hard work and our investors’ belief in this successful strategy.”
DECEMBER 2016 41
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