Game developers unveil technology to keep slot players engaged

By Amanda Finnegan

Friday, Nov. 19, 2010 | 2:05 a.m.

It takes more than a three-reel slot game and bucket of quarters to hold the attention of today’s gamblers.

With players becoming increasingly tech savvy, the gaming industry knows it needs to play catch-up if it wants to keep its customers engaged.

Gaming manufacturers answered the call at this week’s Global Gaming Expo at the Las Vegas Convention Center, showcasing some of their most innovative technology yet. Companies use the industry’s largest trade show to shop the new technology to casino operators, as well as debut games to the media and analysts.

Reno-based manufacturer International Game Technology showcased the culmination of years of work and research with a line of skill-based games, a first for the U.S. commercial casino industry.

Complete with a joystick, IGT’s Reel Edge slots feel more like video games than typical slots. But the games include elements of chance, a factor needed to gain regulatory approval.

The Reel Edge games allow players to decide when to stop each reel by pressing a button as they try to line up lighted symbols to win credits. If a player receives a bonus, the slot machine then prompts them to another game where they either navigate a Pac Man-like maze with the joystick or collect falling stars in a bucket. Both aspects of the game allow players to rack up credits.

IGT’s Reel Edge series is modeled after the popular Japanese Pachisuro games and is aimed at a younger demographic. IGT Chief Operating Office Eric Tom said the appeal comes from the feeling that players are deciding their own destiny.

“We see ourselves in the entertainment business more than we see ourselves in the gambling business, because if a player isn’t having fun, they’re not going to be engaged and stay at the game,” Tom said.

The Nevada Gaming Control Board has approved IGT’s Reel Edge concept, and the company expects to start administrative testing in January. Pending approval of the actual games, Las Vegas casinos could have them on the floor as early as February.

Players might not realize that Las Vegas casinos already have some skill-based games. Both the Bellagio and Green Valley Ranch have IGT’s Texas Hold ‘Em games, which is the live game in a slot form.

In addition to its Reel Edge slots, IGT also premiered its “The Hangover” and “Dark Knight” slots where clips of the movies pop up throughout the games. Tom said the products are geared toward younger males, a demographic often ignored in slot manufacturing. Last year, the company debuted its “Sex and the City” slot machine, which is aimed at women.

Chicago-based slot manufacturer WMS focused on introducing the next line of games connected to its Player’s Life network at this year’s G2E. The company premiered the technology on its “Lord of the Rings” slots last year but has now added 12 more games to the network.

The Player’s Life application allows players to mainly do two things: Pick up where they left off on a previous game and continue their gaming experience online.

While at the slot machine, players can enter their e-mail address to become part of the Player’s Life network. They can then go home, log onto the network through the website and play games related to their favorite slots to earn points and bonuses to unlock levels and graphics when they return to the casino.

There is no monetary gain for playing online; it’s only meant to enhance the player experience, WMS Executive Director of Marketing Candace Lucas said.

Player’s Life also works similar to a social media network. Players can “like” games, share their scores or check in on their mobile device. Casino companies like Harrah’s Entertainment have linked Player’s Life to their Total Rewards club so they can offer guests comps the more they use the network.

Lucas said the company plans to introduce 44 games on the Player’s Life network in the next 18 months.

Vendors believe new technology drove traffic on the show floor. Several commented that their company booths were the busiest they’ve been in years. “Customers have been telling us that this is the best show they’ve ever been to and the best line of games they’ve ever seen,” Tom said.

For some manufacturers, better technology meant more business.

“We typically start talks at the shows, but this year we’ve been able to nail down business because we have the technology readily available,” Lucas said.

The American Gaming Association said it expects to record more than 26,000 attendees for the 10th anniversary G2E, a slight uptick from last year. Pre-registration numbers were up about 10 percent, AGA Senior Vice President and Executive Director Judy Patterson said.

“We had a sense that things were going to pick up over last year, but it just really exceeded our expectations. We’ve had nothing but positive feedback from vendors,” Patterson said.

Off the show floor, speakers focused their talks on recovery and the future of the industry.

“There was just a real sense of enthusiasm and optimism. I think it bodes really well for not only the show but the industry. Last year, it was more tempered. There was kind of a hope, but this year it’s more concrete,” Patterson said.

Next year, G2E will find a home on the Strip at the Sands Expo and will move its dates up to Oct. 4-6. Patterson said the group expects to see even more of an increase in the show as it moves away from the beginning of the holiday season and companies have more flexibility with their end-of-year budgets.