First-time visitors to G2E are easily spotted. They are the ones with their eyes glazed and their jaws agape. G2E is loud, bright and overwhelming. Throw in the booth models and the free beer, and even G2E veterans have a tough time getting their bearings. Gaming manufacturers do everything to make a splash, and in so doing, they make an overwhelming impression. Most people are happy to go along and enjoy the show, but for those of you who are serious about evaluating what’s on display, the sheer number of products makes for a difficult task. Time is short and the games are many. Gaming industry veterans know that it is impossible to predict which games will succeed by examining them at G2E; and opinions vary tremendously over what makes a “good” slot machine, anyway. The following tips should at least help you narrow the range of contenders and make a more educated guess.
Narrow the Field
The first step in evaluating slots on the gaming floor is to identify and eliminate those slots that are not available now or in the very near future. It is an open secret in the gaming industry that gaming manufacturers subscribe to the “size matters” philosophy when displaying their portfolios. They will put out as many titles as possible, whether those titles are ready or not. It is important to note that there is a huge difference between the amount of work required to show a game at a tradeshow and the amount of work required for a game to pass the rigors of the gaming control board. If you can successfully identify those games that are near to market, the number of games left to evaluate will be greatly lessened, and the quality of those evaluations will be enhanced.
An accurate way to assess the readiness for sale of a slot machine is the level of specificity in its marketing presentation, either from the sales literature or from the salesperson. The game design and development process is one of continuing review and revision. Games are continually updated and changed, right up until they are submitted to regulators. Because of this continuous revision, sales and marketing literature is the last item that manufacturers produce. If the literature associated with a game at G2E is similar to the literature already in the marketplace, then the game is likely close to completion. Likewise, if a salesperson can deliver a pitch for a show game that is similar in detail and enthusiasm to one that would be delivered during a sales call, then that game is also likely close to completion. Indeed, if you are able to get the attention of a salesperson, ask him or her to show you their favorite game. Other than the most-hyped product, the salesperson will almost always show games that are close to completion because those are the games that they can talk about and those are the games on which they can earn a commission.
Is it Clear?
After narrowing the field, the first thing to examine is the game’s clarity. People may disagree on what makes a “good” game, and of course, many of the things that make a game good cannot be readily examined at a tradeshow. Clearer is always better. Do you understand how to make a bet? Do you understand how to reach the bonus game? When you are in the bonus game, do you understand what is going on? The answer to these two questions must always be yes if a game is to have any chance of success. Gaming manufacturers have lots of staff members in their booth to answer questions, show off a game’s unique features, and walk people through games, but customers at your casino will not have such assistance. Remember, people who make games, sell games and evaluate games are generally smarter than the population at large. Games made by geniuses that appeal to geniuses do not make it big in the casino. If the game is not readily understandable and intuitive, it probably won’t sell.
Is it Relevant?
If the game is clear, the next thing to examine is whether or not the most hyped feature in the game has relevance to the player. At G2E it is all too easy to gaffe the feature and be dazzled by what you see. The examiner must ask, “In what context will the player see this?” For example, I once reviewed a video game that had a truly astounding top award graphic sequence. I was impressed until I realized that the jackpot would occur just once every 100,000 games, and thus the vast majority of players would never even see it. And as for those few lucky players, they wouldn’t care; they would be focused on all the money they just won.
When making your evaluation, focus on the feature in its most common incarnation. If the feature didn’t give you a ton of money, did it at least give you hope? Excitement? Anything? If you have time, play the game for a while and ask yourself if the feature was worth the wait. One thing to look out for is overhyping a bad result. Nothing turns a players off more than when an event occurs that takes them out of their rhythm, forces them to take notice, and then gives them very little.
In general, the effect of the feature on the player’s fortunes should correspond directly to the degree that the feature is promoted. Players have expectations, and if these expectations are not met, players will be disappointed—even if their gaming experience is otherwise positive. Perhaps the best example of this is IGT’s classic Double Diamond® because the Double Diamond symbol accounts for more than 40 percent of the payback. Another example of this is Wheel of Fortune®, where a large percentage of the payback comes through the wheel spin bonus. In these games players have a clear expectation of what will determine the outcome of their play session. The success of these games is due, in no small part, to the fact that the player’s expectation is met. In general, if a game has a feature-related display or top-box, or even the feature’s name in its title, a large portion of the payback needs to come through that feature. While the degree of payback coming through the feature can be inferred by somebody with experience in the gaming industry, it is best to ask. If the game is deployable, somebody in the booth will be able to provide that information.
Is it Consistent?
Finally, examine whether the game is internally consistent. For example, games that have volatile math models should have lots of bold, classic symbols like bars and 7s and should have no-nonsense bonuses like free games, jackpot ladders or progressives. Games that are designed to provide extended play or to appeal to a casual gambler can have more interactive bonuses, subtler artwork, and a focus on entertainment or a narrative.
If a game has a theme, make sure that the game is true to that theme and does not merely use some proprietary assets to dress up a generic game. Again, expectations matter. It is important that the game appeals to a particular niche in the gaming market. Despite what gaming manufacturers say, there is no single “player profile.” The gaming population is the world population, and it’s important the game speaks to segments of the market you’re interested in.
But again, remember there is no way to accurately predict how a game on a tradeshow floor will perform in the field. If you must evaluate games at G2E, you can only hope to make an educated guess based upon some basic and easily observable commonalities of successful games. The advice presented above should help you narrow down the field and maximize your chance of successfully picking a winning slot.
J. Alex Hartl Ph. D. is the Game Design Manager for R. Franco Games and Design. He has worked as a mathematician and game designer in Las Vegas for 12 years. Dr. Hartl holds a Ph. D in behavioral psychology from the University of California. He can be reached at jalexhartl@aol.com.
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