Slot Operations and Management
Player Clubs and Trends in Player
Get the latest information on how casinos are using player
cards, how points are awarded and how they may be redeemed,
how technology is being used to improve service and decrease
costs, the great cash back debate, communication of slot
club rules and benefits, trends in third party comp benefits,
promotion ideas and other marketing trends.
The Effect of Bingo on Slot
Many repeater market casino operators offer bingo games
at a loss or marginal profit level under the assumption that
bingo drives slot play, but are you sure bingo is the best use
of your scarce casino floor space? This research session
examines this theory in a pragmatic and revealing way, with
some surprising results.
This session is a must for casino executives wishing to
make better decisions with regard to future game purchases,
machine move decisions, and slot floor design. Attendees
will understand what is critical to a game's success on the
slot floor, and why one slot machine outperforms another.
With the goal of offering a customized and objective
performance benchmark for each game on the floor, a
variety of game locations and specific game characteristics
are examined in order to deduce their effects on how much
coin-in per day each game should produce.
A Deeper Look at the Slot Player
This session looks at the results of three studies that dispel
some existing management paradigms. The pay tables
or math of the games can greatly influence the player's
experience and ultimately his or her satisfaction. In this
session, the relationship between par and play time (a.k.a.
time on device) will be explored. Also, the relationship
between play time and the following variables will also be
explored: hit frequency, pay table volatility, and the coefficient
of variation of the pay table. The latter variable is simply
a measure that jointly considers a game's par and volatility.
The results of this research are controversial and insightful.
Casino executives are afforded key information regarding
the positioning of their slot product.
How to Align Your Company
Strategies and People
This session will explore the nine strategic components of
a business to achieve long-term profitability and growth.
It will help you define what business you are in, who your
customers and competitors are, how best to position your
products and services in the market, how to increase revenue
and control costs, and how to ensure consistent quality and
service from every employee within your company. You will
also learn how to hold people accountable for delivering
on the "implied promises" each and every time a customer
patronizes your business.
Basic Slot Math
How do slot machines produce a profit, or, for that matter,
how do all casino games produce a profit? This insightful
session will answer these questions and more. It will also
review an actual par sheet and cover the idea of managing
time on device and the machine-move decision-making
process. This lecture is a must for casino marketers and
managers, as the profit production process of games affects
many operating and marketing decisions.
Progressive Slot Machines
The intricacies of progressive games and the management
and accounting issues that surround them are examined in
this informative session. Participants will learn about the
different types and configurations of progressive games, how
progressive meters grow, alternative uses for long-standing
progressive jackpots, how progressive jackpots affect the
house advantage, how hidden meters work, Mystery and
Jumbo Jackpot mechanics, and issues unique to video
reels. The session concludes with a discussion regarding
the ability of progressive games to increase win, including
results from actual studies.
US Slot Industry Trends
The marketing and management benefits of server-based slots
are covered in this session, along with a basic description of
the various forms of this technology. Citing the results of
a survey of industry professionals responding to questions
relating to trends on their gaming floors, the discussion
includes thoughts on positioning strategy with regard to
house advantage and game variance, and popular games
and equipment-based features.
Design of Session II and Session
III Slot Games
This session will begin with an introduction to the mathematics
of casino games, and examine the definitions of Expected
Value (EV) and House Advantage and Variance (HAV) of
a game. A few examples of Session III slot game analysis
will also be presented. Following a brief discussion of the
session of a game, the mathematics involved in developing
Session II and Session III slot games will be outlined.
Slot Operations Layout and
Learn how to develop a successful slot floor layout, slot
product mix and product portfolio. This segment will
also cover denomination issues, multi-games, ticketing,
managing participation products, game mix percentaging, slot
merchandizing and promotions, signage and progressives,
bonusing and time-based tournaments, and customer
retention through value-added events.
Analyzing the performance of games is critical to maximizing
the results of the slot department. This segment will
cover the knowledge cycle (data to intelligence), data
collection sources, key ratios and formulae, developing key
performance indicators, managing by metrics, software tools
for management, Monte Carlo simulations for decisionmaking,
decision tree analysis and queuing analysis.
What Casino Management
Should Know About Video Poker
In most modern casinos there are several dozen types of
video poker --- like Jacks or Better, Bonus Poker, Double
Bonus Poker, Deuces Wild, Jokers Wild, Super Aces Bonus,
etc. They come as single line games, Triple Play up through
Hundred Play, and with and without progressives. This
segment will explain the differences between these games
in an easy-to-understand manner. It won't turn you into a
competent player, but it will turn you into a casino manager
who understands the differences between these games.
Player Club Tiers: How Many
Should You Have?
It's a trick question; some casinos should have none! There
is no universal answer to this question, but in this session we
will help you decide how to think about the right answer for
you. Whether you are thinking about having "stealth" tiers,
or three or more public tiers, we will discuss the importance
of building your tiered card around your player database,
population, marketing strategy, and facility structure. We'll
even talk about some of the best, and worst, conceived
tier structures to help you copy the leaders and avoid the
mistakes of the laggers.
Best Practices in Database
Marketing to Slot Patrons
Why do casinos send so much direct mail to slot customers?
Why does it work so well? This session will explore the
reasons why database marketing is uniquely suited to
address the marketing needs of the gaming industry,
explore best practices in designing and implementing a
database program including targeting and segmentation
approaches, developing successful offers, setting up a
campaign, designing and producing a mail package, and
tracking and interpreting results.
Casino Promotions: It's All About
Generating Incremental Profits
Gaming promotions offer every property, large and small,
the chance to increase excitement and provide customers
with a value-added experience for the gaming dollar. In
this session, we will talk about how to design the optimal
promotional strategy from start to finish including laying out a
quarterly calendar, developing a wide variety of promotional
concepts, and the importance of developing pro-forma
statements to ensure incremental profitability. We'll discuss
the importance of flawless execution, and new technologies
that can help ensure this. Then, we'll debate the importance
of post-analysis and learning, to help get the process going
all over again.
Customer Service Leadership
This session will cover what makes people perform and
apply these concepts to a practical process that will help
you develop outstanding customer service. Some of the
topics covered are developing behavioral customer service
standards for your department, developing a process for
measuring compliance with the standards, giving effective
feedback, and developing a recognition program.
Analyzing Your Competitors'
Player Reward Program
Learn why, when, and how to perform a competitive analysis
of your competitors' player reward systems.
Slot Protection from an
The session will focus on the current trends in the protection
of slot play with a look at recent scams and investigations,
and a discussion of the resources necessary to properly
manage the Ticket In-Ticket Out (TITO) experience.
How have the security and surveillance functions changed
(or have they?) with the migration from the traditional
machines to TITO? Determining what the threats really
are and the way you choose to deal with them today will
impact the future. We will explore some of available counter
measures to ethically address scams, employee theft and
cheating, and provide an overview of successful loss
prevention and protection techniques from an enterprisewide
The Casino of Tomorrow
This will be a round table discussion and interactive session
that will help operational leaders understand and create
their vision of what elements are important in the slot
and table floor of the future. Discussion topics will range
from networked (server-based) gaming to the newest ideas
in marketing, customer reinvestment, and loyalty programs
on the gaming floor.
This session covers methods operators can use to evaluate
trial games and to set standards for purchase. We will discuss
how to structure trial parameters to ensure clinically relevant
results. Also, we will look beyond the base game price
negotiation to gain additional products and services.
The Evolution of Slot Analytics:
Preparing for Tomorrow's
Our industry is at the beginning of an evolutionary process
that will require real time analytics and the ability to predict
opportunities that will not be realized unless strategic
processes are developed and in place to execute when these
opportunities present themselves. In this session, we will
look at the past, present and the future of Slot Analytics
and how technology will dictate a new way of managing
the day to day responsibilities of a slot floor.
Cutting Edge Issues in Casino
It used to be that marketing in this business just required
a key: unlock the doors, watch the money come rolling in.
But with the number of casinos up throughout the world
and the U.S. in the midst of recession, times are tough for
casino marketers. In this session, we will talk about how smart
operators are responding to shrinking wallets and increased
competition and discuss new tools and technologies, Free
Play (it isn't free!), electronic promotions, automatic table
tracking, and server-based gaming, how they are changing
and will change, and how we think about, and do, casino