Te user interface we offer is completely different to online gameplay. You don’t have out-sized buttons, for example. It’s all about mimicking the exact same experience. During the peak hour, if you log into a machine in the lobby, the first thing you’ll hear are the other machines running. It’s exactly like you’re in the casino. We’re not artificially generating any of that atmosphere, it’s all driven by play. So the concept is not just around trust, but also giving a new user experience that’s targeting a different segment of players.


We are not trying to take online players and


simply move them around from one supplier to another. We’re creating an experience that enables players that are currently not part of the online environment to transfer themselves into that space.


So a big part of it is being like you are actually in a real casino?


Overall, the dynamics and the pace of the game is different. Our pace is much slower and it appeals to those who already have the ability or desire to play on land-based slots, but simply can’t take that experience back home.


Anyone with an online account with Hard Rock in Atlantic City can log onto the website and click the live slots icon. The player is routed to our lobby


where we have a real-live view of the available machines. We provide information regarding the machine; when it was last played, what was the biggest win and so forth, and from


there the player clicks to select their machine of choice. WIRE / PULSE / INSIGHT / REPORTS P73


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