Last year, we challenged ourselves to avoid the formulaic ribbon-cutting ceremony, instead creating


unlocking ceremonies and kabuki curtain drops, which add something fun and different to the floor. Te


payback is that player engagement at each of the events we stage has been really strong.


ALLEN SCHULTZ Director of Slot Performance, Yaamava' Resort & Casino at San Manuel.


Yaamava’ Resort & Casino Stoking the Flames


Unveiled just weeks earlier at G2E 2024, Yaamava’ Resort & Casino became the first in North America to offer Aristocrat’s new Phoenix Link. Staging the exclusive launch on the 7,000+ slots floor, Allen Schultz, Director of Slot Performance at Yaamava' describes the mechanics and impact of such collaborations.


Allen, how did the collaboration between Yaamava’ Resort & Casino and Aristocrat to launch Phoenix Link begin?


We build strategic partnerships with all our slot vendors and exclusive launches have become something we've focused intensely upon over the last few years. Aristocrat Gaming held a customer engagement event prior to G2E 2024 during which the company unveiled Phoenix Link, which was an exciting surprise. I planted the seed about a potential event around the product, and we continued the conversation in the weeks that followed. Yaamava’ then became Aristocrat Gaming’s ‘first to market’ launch partner for the Phoenix Link title.


What’s the build-up to an event like this look like from the viewpoint of the customer? How do you engage and generate excitement for the launch?


We try to make each launch extra special and ensure they don’t become repetitive. For the Phoenix Link launch, we utilised massive video screens around the property for the first time, which helped tie together all the elements of our promotional activity. Last year, we


44


challenged ourselves to avoid the formulaic ribbon-cutting ceremony, instead creating unlocking ceremonies and kabuki curtain drops, which add something fun and different to the floor. Te payback is that player engagement at each of the events we stage has been really strong.


Is there a cap on how many launch events you’ll conduct in a year?


While there isn't a set quantity, we also don't want to overload the players and dilute the concept. We want these events to feel special. So, it’s about picking the right product, which is a negotiation with the vendors too. Tere's a considerable amount of discussion that must take place before we can secure a ‘first to market’ launch. Tankfully, we have a very direct relationship with Aristocrat Gaming - which helped with the exclusive launch of Phoenix Link.


We're probably averaging around a dozen launches each year. However, this year we've focused on high quality products and putting extra effort into each launch. As such, we’ve had fewer launches in 2024, but each has been grand in scale and really successful.


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