Casino Sept 08 P30-35 8/21/08 1:02 pm Page 35
SERVER-BASED GAMING
service window to create that experience. That second
Images this spread: The
generation of server-based gaming functionality, I see user interface of IGT’s
very few vendors who can get to that place. We will be server-based offering
one of them and we expect to be first.”
IGT sees this ‘experience generation’ as the
ultimate goal of server-based gaming, and has a
product waiting in the wings as the second phase of
its server-based gaming rollout, which is due to see
product shipping early in 2009, according to Saenz.
Phase Two of IGT’s server-based gaming vision, due to
be delivered in 2010, is what Saenz describes as “a
tailored experience based on the player’s history and
preferences”.
At G2E this year IGT will be launching sbX, an
extension of its trademark ‘sb’. “The X stands for that manages players and manages game content
experience,” Saenz explains. “The whole point of globally, and can distribute that content across
creating this network and putting those servers out multiple channels, however players connect. Attach
there is to enhance the player’s experience and to that to a player tracking mechanism that then tracks
empower operators to design interesting, compelling the player, not only within a casino on a machine, but
and differentiated experiences that drive revenues actually says ‘this is a player that interacts with my
and drive loyalty.” organization via multiple channels’ and I can service
“We think sbX encapsulates our vision much more this player across those multiple channels, and I can
than just sb. It’s about creating that concept of the reward the channels appropriately through profit-
experience and driving a culture around that. That’s share tracking.
what it is really all about.” “I am looking forward to seeing how that starts
Bally is approaching the player experience from a creating opportunities for the operators to enhance
slightly different direction to IGT, signing a three- their product offering through much more
year strategic partnership deal with Acres-Fiore, a sophisticated functionality,” Goss says. “And also to
company that delivers Personalized Gaming that aims operators being able to view their customers across
to allow a game’s characteristics to adapt to a channels, rather than just as a person walking into a
particular player’s personality. Bally’s focus begins on casino or a slot hall. That is the exciting space to
delivering targeted marketing at the point of play, but watch in the future. It is time to get past the
doesn’t rule out in-game enhancements, as Bruce technical speak and into the business speak. What is
Rowe sets out: “Both Bally and Acres-Fiore have the benefit for the operator, what is the benefit for
always been interested in using the player tracking the player?”
and marketing systems to create a customised
offering to the player. How far and how fast that will Evolution, not Revolution
be extended into the actual game still remains to be Bally’s Bruce Rowe sums it up: “When this whole
seen. We think the transition will be first and server-based thing started to be discussed, people
foremost in terms of targeted marketing, second thought there was going to be this one catalytic
marketing promotions, or offers at the point of play moment, in March of 2009, when the whole industry
and then, thirdly, the customisation of the game itself was going to start demanding this stuff. That is really
or the game offerings.” not the case. It is going to be an evolution much
more than a revolution.”
Cross channel A sentiment that is echoed by IGT’s Javier Saenz:
Tracking players and delivering appropriate content “Let’s get the fundamentals out there, it’s enough.
across channels, not just through a machine on the Most organizations can only absorb so much change
casino floor is a large part of the future vision for – and not only organizations, but the player too. So
server-based gaming. Wherever players are located, in a the model of waiting until we have 25 different
casino or elsewhere, or whether they are using a features in the system that allow you to make all these
mobile phone or a PDA, or are in front of a computer things happen, it would be overwhelming. We think it
connected to the internet, it should be possible to is a better strategy to come out with ‘here’s the first
identify individual players and give them the five things you need to be successful, to prove the
experience they want, when and where they want them. return on investment, to get comfortable with the
As Abbey Gaming’s Goss puts it” “What we are technology, and to bring it in using a bank-by-bank
starting to talk about now is not so much server- or section-by-section strategy. Maybe you want to
based gaming, but customer lifetime value and how it start with 25 or 35 games connected to the system
is that we access that customer across multiple and you can take your time with the infrastructure
channels into a single location. and the wiring. It’s revolutionary technology at an
“Let’s get away from the technology of saying evolutionary pace. Especially in these times of capital
‘server-based’ ‘downloadable’ ‘stand-alone’. Let’s look constraint, it’s more manageable and more in
at what it is we can do by having a centralized server alignment with what our customers want and expect.”
SEPTEMBER 2008 35
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