INTERBLOCK COVER STORY
Interblock ETGs provide casinos incremental revenue
Luxury electronic table game manufacturer Interblock is changing the way people play. Find out more about their data-driven insights and player-proven products…
H John Connelly, CEO, Interblock
istorically, casino floors were a mix of two products: slot machines and table games. Luxury electronic table gaming manufacturer Interblock has been changing that norm with their player-
proven products and data-driven insights, which reveal that electronic table games (ETGs) are not only drawing in the next generation of players, but also keeping existing players playing longer and more often. Since Interblock’s CEO John Connelly joined the company in 2015, his primary emphasis has been about building an infrastructure that could sustain future global growth and drive future product innovation. “The first twelve months of joining Interblock
were focused on bringing in the industry’s top executives who knew and understood the gaming business. We implemented lean management, division KPIs, product life cycles, and we expanded our core portfolio — all while opening new offices globally and heavily investing in our customer support infrastructure and player research,” said John Connelly, CEO, Interblock. With a new leadership and process in place, Interblock was ready to penetrate new markets, and to more effectively reach existing markets where they already had a proven track record. That same year, Interblock commissioned the first-
ever ETG player segmentation study, The ETG Player Portrait. The report is the industry’s first and only study that defines who these players are and why they are critical to the gaming business. “We commissioned this study with two goals in
mind. First, we wanted to know who the ETG player was, as well as why they played, in order to collect data that would drive future innovation. Second, we wanted to share our findings with our customers and
24 FEBRUARY 2017
create a strategic partnership allowing us to gain a greater understanding of their electronic table game player base,” said Connelly. “The findings were extremely insightful and have directly impacted the direction we are taking in the company.” The data in fact confirmed that not only are newly-
carded players migrating to this product more than any other product on the casino floor, but existing slot and table game players are spending incrementally more as well.
PPI “Product performance indicators, which operators
currently use, in many cases will lack the needed reporting structure to identify the new revenue that an ETG brings to the casino floor. We have learned that measuring ETGs against slot machines or a casino’s house average fails to show this incremental revenue,” said Connelly. “Several large casino groups have already started breaking ETGs into their own product category, evaluating them away from their historic reporting structure to accurately report their value. Identifying new ways to accumulate data and measure an ETG within the industry is one of our key objectives in 2017.” Recent market data suggests that the ETG category is seeing continuous, positive growth. “Casinos in Europe and in the Asia-Pacific are already dedicating as much as 15 to 20 percent of their casino floors to ETGs — while in the Americas the share is significantly less, but has been climbing in last two years,” said Connelly. Inteblock’s study found that 46 percent of ETG
players in the United States have played six or more times in the last 12 months, compared to only 33 percent of non-ETG players. In Canada, figures are even better: 54 percent versus 34 percent.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82
