When did you first become involved with land- based slots, and how has this sector of the land-based industry evolved?


Jon: I joined the land-based slot business in 1996 and at that time the business was at the beginning of a major transformation with the introduction of video slots. I began my career with a small startup called Atronic International, owned by the Gauselmann Group, who were one of the pioneers of video slots with titles such as Sphinx, Break the Spell, and Crazy Fruits. Up until that point mechanical steppers represented the majority of floors and video games were limited to poker.


In the ensuing years, reel-based video slots have come to dominate the global land-based markets given the much greater possibilities in terms of mathematics, design, and entertainment options. Over time these capabilities have developed further, and current video slots possess sophisticated features and functionalities that attract and retain players. In addition, the connectivity with payment systems, multimedia, jackpots, bonusing, analytics, and online gaming makes slots an integral part of the land-based product offering. Multigames have become increasingly important in recent years. In smaller operations they offer the biggest selection of games that can be offered on a limited number of cabinets. But also, it offers players the chance to change their risk profiles and switch between games without physically moving to another machine.


Wayne: I first became involved in land-based slots in the early 2000s. My journey started with a large UK-based operator and then I moved to the supplier side. Te product itself has changed significantly during this time – with steppers giving way to video slots as probably the most significant change. However, despite all the cosmetic changes, at its heart the sector is still aiming to do the same thing – create compelling player experiences and deliver thrills and excitement and, of course, the chance to win prizes.


Tis has become ever more difficult in a world where players can carry thousands of competitor games around in their pocket, but there’s no substitute for the experience of winning a jackpot in a land-based venue. Te lights, the noise, the excitement and energy in the room. So, whilst the product has evolved and matured, the fundamental player experience remains strong.


What have been the most meaningful innovations in the market during this period?


Jon: Clearly the technology has advanced, as has all PC based technology, but the biggest innovation in slots has been in the games themselves. Today they are far more innovative and complex than they were 30 years ago with all manner of innovate functionalities and mechanics combined with increasingly impressive form factors.


Wayne: Te sector has been very innovative over the course of my career. Te most visible aspects are the size of the machines, the move to more modern technology (particularly the


Jon Lancaster Vice President, Sales. EMEA Light & Wonder


developer!) – the days of a 3x3 stepper with a single win line are largely gone – with hundreds or thousands of win lines now the norm. I’m always amazed at how players can quickly adapt to new game styles and the success of games such as 88 Fortunes with ways pays instead of win lines, Spartacus with colossal reels or our upcoming Mighty Reels games shows that players are always on the lookout for something different. I think there has also been very significant industry investment in developing new mechanics to drive the player experience. Hold and spin was and is a massive mechanic that seemed to take over the industry, and innovations such as the perceived-persistence wealth pots in the Duo Fu Duo Cai series have really driven the player experience to new levels.


How have new technologies changed the way land-based slots are developed and played?


Wayne Ellard Vice President, Managing Director EMEA, Light & Wonder


“The Duo Fu Duo Cai family of products is the one that I am most proud to be


associated with. This was a brand that we created


internally, but has gone on to be one of the most recognised and top


performing concepts the industry has seen. The secret of its success was the time that it took to develop the product.”


Jon Lancaster Light & Wonder


screens and sound), and the change from closed proprietary technology (with everything ‘invented here’) to more standard technologies found across the consumer electronics sector. Tis has enabled the quicker integration of technology such as wireless chargers, sound bars, and innovations such as UHD screens. Players notice these sorts of things, and they like the idea that their gaming experiences are keeping up with the experiential improvements from other areas of their life. After all, if you’re used to a 65” TV at home, it would feel a bit strange playing on a gaming machine with a 19” screen with tiny buttons!


However, some of the real innovation has been within the game design. Games themselves have undoubtedly become more complicated (or gained more depth if you’re a game


Wayne: Technology has changed many aspects of game development. Moving from proprietary development languages and niche consumer electronics into PC-based development and open platforms such as Windows has both opened up the available talent pool and also allowed gaming developers to leverage the underlying improvements in consumer technology. With the advent of better screen technology, the importance of high-quality graphics has increased, and the same with sound as higher fidelity sound systems have been incorporated into gaming machines. It’s amazing when you see a latest-generation cabinet such as Kascada K43 beside a cabinet from only 10 years ago. Players recognise this too, with the latest platforms delivering experiences that generate better financial performances.


From a development perspective, the games themselves still rely on quality maths that is packaged up in a compelling audio-visual experience. Te new technology and hardware on offer enable better quality every year but this requires additional effort to ensure that the experience is truly befitting of the product. I remember a few years ago we updated a game that had traditionally sat on a 42” HD screen and moved it to a 55” UHD product. Tere was a very significant amount of graphical rework required because the new screen exposed some of the ‘imperfections’ in the graphics that just weren’t visible on the legacy product!


What games have you taken most pride in seeing succeed, and why?


Jon: Although I cannot take credit for developing these games, I have been fortunate in my career to have in my locker a number of fantastic games and have witnessed the same from competitors. Cash Fever from Atronic was a phenomenon in EMEA at the time as was Cash Express from Aristocrat and Fort Knox from IGT to name a few. More recently from L&W, the Duo Fu Duo Cai family of products is the one that I am most proud to be associated with. Tis was a brand that we created internally, but has gone on to be one of the most recognised and top performing concepts the industry has seen. Te secret of its success was the time that it took to develop the product. Careful attention was paid to every


WIRE / PULSE / INSIGHT / REPORTS P27


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