Slot makers shy away from theme machines

By Liz Benston (contact)

Thursday, Nov. 16, 2006 | 7:05 a.m.

Clint Eastwood, Pamela Anderson, Ann-Margaret and Drew Carey put in an appearance two years ago. Last year Morgan Fairchild, Gene Simmons of rock group Kiss and Don Cornelius of "Soul Train" fame showed up. This year's celebrities at the casino industry's largest trade show were two Playboy Playmates - turning heads not so much for their legacies as their looks.

The declining star power at the annual Global Gaming Expo at the Las Vegas Convention Center is a clear sign that the themed, pop culture-heavy slot machines of years past are giving way to a more thoughtful and reserved future where the gambling experience trumps eye candy.

The trend illustrates something casino managers and gamblers have intuitively known for some time: Giving the customer a run for his money is more important than high-definition video screens, surround sound and even having a dancing Elvis sing "Viva Las Vegas" after a lucky spin.

That's especially true now that slots have spread nationwide and casinos have a lot more to offer on the entertainment front besides gambling.

Machines with themes licensed from brands such as television shows, movies and celebrities sometimes drew more players than generic machines. But many of those themes weren't able to draw enough players to justify the higher cost of the machine, Bally Technologies Chief Executive Richard Haddrill said.

"There wasn't a significant enough uplift in the games," he said. "In general, casinos are not prepared to pay more for these machines."

Although many themes have come and gone, with casinos unceremoniously pulling out machines in the wee hours and slot makers letting license deals lapse, themes aren't exactly dead.

International Game Technology, the world's largest slot maker, is showing off a less-crowded array of licensed themes this week, including new versions of "Indiana Jones" and "Star Wars" slots.

In true Darwinian fashion, only a strong few will survive.

Those include IGT's long-running "Wheel of Fortune," the country's most popular and profitable licensed slot machine. WMS Gaming has "Monopoly." And Bally Technologies has "Playboy," which has made an even bigger splash abroad than it has at home.

Some prototypes capturing choice real estate at this year's exhibit include IGT's "Multi-Strike Triple Diamond," Red Hottie" and "Fort Knox." Nearby, Bally is offering "Hot Shot Frenzy," "Reel Winners" and "Game Maker."

It's hardly a snoozefest. Many of the games on this year's show floor have a formula designed to pique gamblers' interest with such features as multiple "bonus rounds," "mystery jackpots" and multiple jackpots with higher payouts for bigger bets and smaller ones for low rollers.

It's hard to see those merits without wagering a few bucks first.

"You're not going to see themes go away," Haddrill said. "We're all just being more selective."