How important is an event like this to the casino and to your customers? Do you see, when you create a launch like this, an uptick and long-tail to customer engagement not just in the product itself - but across the floor?
Launches like this are a great boost, because we're not only creating a lot of excitement around the product; it’s also a buzz that spreads across the whole floor. Te gathering of a crowd always builds an expectation of excitement with everyone wanting to get in on the action. Of course, the game has to deliver too. We believe we’re giving the product the best start possible, and the rest is up to the game itself.
Where does Phoenix Link fit into your floor mix?
We have a huge slots floor here at Yaamava’, spread across two floors with an even split of games per floor. We also have five high limit
What kind of crowd does a launch draw?
Following earlier events, we’ve now dedicated a specific area of the floor for launch events. You need a staging area with the space and proximity to a bar to generate maximum exposure for the event - especially for a big launch. For Phoenix Link we did not just add a single bank, but we placed a total of 20 units off the bat. And I expect to quickly follow that with more.
Slot launches create a groundswell on the casino floor, which grows increasingly larger as customers start to wonder - what’s happening? What’s behind that giant curtain? Our in-house marketing team also does a great job promoting the games ahead of the event.
And then there are the fan-favourite slots that have a particular following with our customers. So, when a new slot hits the floor with a
Launches like this are a great boost, because we're not only creating a lot of excitement around the product; it’s also a buzz that spreads across the whole floor. Te gathering of a crowd always builds an expectation of excitement with everyone wanting to get in on the action. Of course, the game has to deliver too. We believe we’re giving the product the best start possible, and the rest is up to the game itself.
rooms, which amounts to a massive space in total. Managing the flow of customers is very important and I like to use tentpole products to ensure we’re driving traffic to all areas of the casino. I don't believe in the philosophy of putting all of our eggs in one basket, especially since our floor is so big. I know there’s been a trend towards creating themed lounges, but I like to use successful slots, such as Dragon Link, to drive traffic flow.
I have high hopes that Phoenix Link, which has a great pedigree, will become a juggernaut product for us. We don’t have a high limit version as of yet, but we’ve had great success with Dragon Link in high -denom across the property. We recently had a US$1.3m Dragon Link jackpot winner at the casino, one of six US$1m+ jackpots at Yaamava’ this year. Tese weren’t wide area progressives, they’re all in-house jackpots, which have been contributed to by the players.
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pedigree such as Phoenix Link, there will be players of Lightning Link and Dragon Link who’ll be asking - is this a game for me? We know from the player data we collect that customers like to follow games with pedigree, identifying themselves with those games, and so I’m expecting players to graduate across from Lightning Link and Dragon Link.
It’s a very recognisable game and mechanic, and I think players of previous generations will really enjoy this new version. I also expect them to continue to play the previous iterations too. Lightning Link continues to perform strongly on the floor to this day. Te introduction of Dragon Link didn’t cannibalise that play, if anything it added value and I think Phoenix Link will do the same. Te new hardware and brighter graphics from the Neptune cabinet I believe will further add to the staying power of this product.
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