INSIGHT ELECTRONIC TABLE GAMES INTERBLOCK
the leaps that will be made over the next five years. All of a sudden you're playing a table game sitting in your living room, but you feel like you're on the casino floor. You don't need to drive to the casino to have that experience. My question is - are we ready? Do we have the technology on our casino floors? Are we part of that? Are we driving that?
At this year's G2E, Interblock launched Smart Pit, in which we took an entire table game, craps, and removed the chips. You play with the dealer. Tere's no mistakes. Tere's no collusion. More decisions are handled for hold. It's early days, but players are sitting down and they're coming back and it's doing very well. And most importantly, you can see it already installed on the Vegas Strip.
In my discussions with operators around the world, the feedback has been that if players sit down to play, then the Smart Pit will change this industry forever. Because... why would we have coins operating a slot machine? In the same sense, why would we have chips on the table game and not start creating an evolution for new types of players wanting a faster, more user friendly, and quite frankly, more profitable game for the casinos themselves?
How many hundreds of millions of dollars do we lose each year, sending marketing materials to players because we “think” they're our best
players. When they're not. And we're not sending marketing material to someone who actually is one of our best players. Rating players is
incredibly hard in the traditional gaming sector; in the online space, in less than five minutes of play, they can
determine your lifetime value.
We need to find new ways to distribute table games that's more in line with what you find online. When you play blackjack, poker, etc online, from the moment you register and start playing online - do you know how long it takes an online operator to calculate the lifetime value that you have for that site?
How many hundreds of millions of dollars do we lose each year, sending marketing materials to players because we “think” they're our best players. When they're not. And we're not sending marketing material to someone who actually is one of our best
players. Rating players is incredibly difficult in the traditional gaming sector; in the online space, depending on sophistication, in less than five minutes of play, they can determine your lifetime value. And they market to you according to your value.
SmartPit rates players by the second. No mistakes. Removing chips from tables enables the traditional gaming space to emulate online. I don't think it's a question of if, it's a question of when, whether it's three years, five years, or 10 years, player behaviour and demands will change irrevocably because of online. Te technology is going to find its way to our players on the casino floor. If you went to the Flamingo Casino on the Strip this year, you check-in at the hotel using an airport- like kiosk. And nobody's complaining. Five years ago, you would have waited in line - that was your experience at a Vegas hotel. It’s an evolution.
DIVERSITY OF PLAY AND PLAYERS
In 2015, Interblock had one product that generated around 95 per cent of our company's revenue - one product. At G2E 2023, we showed over 42 different products. Why? Well, let's compare our business to the slots business. Many casinos host 500-2,000 and some offer 10,000 slots. But why are there so many slots and so many manufacturers? Because there are video slots, steppers, poker, keno, etc., to suit all the different player demographics. Te ETG space is no different. Te issue has been that we didn't have the technology to cater to those players.
We're finding now that when it comes to table games, there are players that like to play on a mechanical device, there are also players that like to play with the dealer. Some prefer to watch a video display. So we've launch new products that can now technologically deliver the experience that matches those preferences. And what we're seeing is the creation of social environments, solitary environments, younger demographics, gender specific demographics etc. coming to these products for the first time.
We also see that a lot of our players are from the younger generation and we believe that's because this is a generation that plays online. Te first experience of casino play for this generation is via online. And now they're looking for something that's a little bit more automated, that features a monitor, something they find familiar.
What percentage of online wagering comes from a computer versus a phone? Depending on the category, the phone can be up to 90 per cent of online distribution. Te rest is via the computer screen. We know that there are people, when they come to Vegas, who are looking for a similar distribution method. And we need to evolve accordingly. So that's what we're trying to do at Interblock.
WIRE / PULSE / INSIGHT / REPORTS P65
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