MAX Head of Venue Performance, Riccardo Callegari explains how to make the best choice when implementing new games for your gaming floor.
Choosing a game to add to your gaming floor is a crucial decision for your venue. This article sets out some information and considerations to assist you to make the best choice for your venue.
- Looking at performance data from other jurisdictions is one of the most effective tools
- Speak to other clubs or hotel operators to gauge their expectation of what is and isn’t working in the market
- Try different denominations as a test to help clarify player preference
Industry Performance Data
One of the most effective tools is to look at performance data from other jurisdictions, but this also needs some consideration behind it. You need to consider the following key indicators:
- The install base of the sample data.
If the number of machines is quite low and the turnover is quite high, you may find that the venues included in the sample data are high turnover venues, which may make the data misleading.
- Where the sample data comes from. Is it a good cross-section of clubs and pubs that would help you to make a better decision?
The data contained in these reports is quite valuable and reliable.
The other point to remember is that only those who pay for a benchmarking tool are included in the data, so it may be skewed to larger venues that can afford to participate. Smaller venues may not see the benefits of continuing a subscription. All in all, the data contained in these reports can be used as a good guide to choosing a game that will work.
All in all, the data contained in these reports can be used as a good guide to choosing a game that will work.
Use your Network
The best way to obtain a well-rounded view of what is working and what isn’t is to use your network. Speak to other club or hotel operators to gauge their expectation of what is working in the market or what is yet to be released as the next big thing. Use industry events or tradeshows to speak to sales reps. Gaming company representatives should be used as a good source of truth for what’s working in the market. The best representatives will not only recommend their own product, but have a balanced approach for any venue on what their competitors’ products are doing.
“They’re the people that come in every day and play the gaming machines, have a drink and buy a meal. So, as a leader, you have to pose the question to your staff: how do your strategies help the customers and, ultimately, the business?”
Sit down with your sales representative one day and go through their games catalogue. It would be interesting to see the progression of games models and how clones of games have evolved. As soon as a manufacturer brings out a cracker game, most often very soon after that there will be a similar game, with a similar maths model and all that’s changed is that there will be a slight tweak, some different symbols and eventually a family may be formed.
It also pays to see which games are available from previous years. What’s old is new again and you may be able to offer your players an old favourite again.
It pays to have a ‘whole of venue’ approach on your gaming floor. Try different denominations, as a test to help clarify player preference.
Look at all the manufacturers that are available. Try not to focus on the star performers at the time. You need to have a balanced approach, as what goes around comes around, and be forward planning for the next great game to be rolled out.