Celebrity slots gaining popularity

Lisa Snedeker

Tuesday, Oct. 2, 2001 | 9:34 a.m.

Whoopi Goldberg's face might soon be found in casinos throughout the country, and not because the actress and comedian is a self-professed gambler.

Goldberg will soon join the ranks of such television game show hosts as Alex Trebek and Regis Philbin, whose likenesses can be found on the casino floor, beckoning gamblers to try their luck on new nickel slot machines bearing their images. Gamblers can drop in one nickel or as many as 45, something Goldberg said she has been known to do.

"I know I'm going to lose, but I play anyway because I like the possibilities (of winning)," she said Monday.

The marriage between television show themes and slot machines emphasizes the growing connection between the entertainment and gambling industries, said industry experts at the first Global Gaming Expo in the Las Vegas Convention Center.

Elvira and Dick Clark were among celebrities on hand Monday to sign autographs in front of their namesake machines at the booths of Reno-based International Game Technology and Las Vegas-based Anchor Gaming.

Goldberg's television game show, "Hollywood Squares," is among the themes for interactive nickel slot machines being debuted this week.

The game developed by WMS Gaming Inc., features Goldberg's voice and other celebrity comedians who play tic-tac-toe while answering silly questions.

"It's entertaining," she said after playing the game for the first time. "Entertainment takes so many forms. This particular game inserts a little humor."

Desi Arnaz Jr. was present for the debut of the progressive slot game "I Love Lucy," based on the classic comedy show that starred his parents Lucille Ball and Desi Arnaz.

It's the first slot machine designed to lure players through aromatherapy, said Joe Kaminkow, IGT vice president of game design.

When players hit a bonus round, a poof of rich smelling chocolate is released into the air, Kaminkow said.

"You try to make it a more entertaining experience," he said. "Interactive is the buzz word."

The three-day international expo, which is closed to the public, is organized by the American Gaming Association. An estimated 10,000 people are expected to preview the newest industry products being displayed by more than 375 exhibitors through Wednesday.

The industry-hosted expo is one of the first large shows to be held at the convention center since last month's attacks, according to the Las Vegas Convention and Visitors Authority.

Lower-than-normal hotel occupancy rates have forced more than 10,000 layoffs, numerous closures and cancellations, including conventions since the Sept. 11 terrorist attacks on America. As a result, several gambling giants are predicting lower-than-expected earnings this quarter.

The visitors authority was projecting a citywide 84 percent occupancy rate for last weekend. That's up from 50 percent occupancy rates the city saw the weekend after the attacks, but below last year's average of 89.1 percent.

Illinois-based WMS Gaming canceled its Monday party scheduled for the Voodoo Lounge at the Rio hotel-casino and instead is donating $100,000 to families of firefighters and police officers killed at the World Trade Center.

Goldberg said during her keynote address that Las Vegas has changed since the attacks.

"Las Vegas is more quiet to me, but it will come back," she said. "With all the black eyes you've taken over the years, you're still here. You all have kept a lot of us (entertainers) working. We always knew there was a stage here."

"This exemplifies to me that America is back," said Mayor Oscar Goodman, who was among those attending the show's opening.

Several of the gambling industry's leaders are expected to provide a "State of the Industry" update today.

"We designed the program at G2E to be very current and state-of-the-art, and we are very pleased to be able to address these important issues in a very up-to-date context," said Frank Fahrenkopf, AGA president.