It’s no secret there is a great deal of confusion surrounding server-based gaming, networked gaming or whatever you want to call it (we perfer to call it networked gaming). That’s why CEM in conjunction with many other industry professionals developed a special guide to help create an open forum for discussion on all things server based. The first edition of this special supplement sheds light on the confusion and mystery surrounding networked gaming, as our contributors share essays on their vision of networked gaming and what it holds for the industry.
Ethan Tower
Protocol Director,
Gaming Standards Association
For the last five years, the members of the Gaming Standards Association (GSA) have been working on a new network-based protocol. This protocol solves one fundamental problem that has hampered growth and innovation within the gaming industry. It has solved the last-mile problem. It has extended the network into the gaming machine. In the next couple of years, we will start to see the fruits of these efforts.
When the Internet was first being deployed, the biggest problem was the last mile—from the central station to your home or office. Dial-up connections simply didn’t have the capacity required to deliver the applications and content the Internet could provide. Applications that we take for granted today—such as streaming video and head-to-head gaming—were simply not possible.
The gaming industry had a similar problem. The serial connections used with most gaming machines did not provide the capacity required to deliver the applications and content that suppliers wanted to develop. Applications that we dreamt of and talked about could not be delivered to the gaming machine.
Networked gaming has solved the last-mile problem. It has moved us from low-speed serial connections to high-speed IP-based connections. With that simple change, we have gained a single enormous benefit. Suppliers can deliver applications and content to the gaming machine that they were never able to deliver before. The value of that benefit should not be underestimated. It opens the door for growth and innovation.
What should we expect from networked gaming? Ironically, much of the same. We should expect that existing applications will still work. We should expect to get meters (and more of them). We should expect to get events (and more of them, too). We should expect that hand-pays, tickets, fund transfers, progressives and bonuses will continue to work (perhaps, faster and more reliably). A tremendous amount of effort has gone into making sure that the new network-based protocols will work with existing applications. We should expect a smooth transition into networked gaming.
We should also expect to get some immediate benefits. New applications—such as software download, authentication and configuration—can create immediate benefits for operators. These applications can significantly reduce the amount of labor required to install new software in gaming machines and, in the process, help assure that the games are configured correctly.
It is also reasonable to expect to see existing applications evolve to take advantage of the network. We should expect growth and innovation. For example, with the new network-based protocols, multiple systems can communicate with a single gaming machine. We are not limited to a single connection. Thus, it is possible for multiple progressive controllers (perhaps from different suppliers) to manage different progressive levels within a single game. A wide-area progressive, a casino-wide progressive, and a bank-level progressive can each be linked to different progressive levels within the same game.
Networked gaming may also cause a complete shift in the way some applications are delivered to the player. Some applications, which were previously managed by serial interface boards, may now be managed by the gaming machine itself. The new network-based protocols have been designed to support this shift. For example, the gaming machine, rather than the interface board, may validate player cards and perform player-tracking functions. Other applications, such as bonusing and fund transfers, may share the player information gathered by the machine, even if those applications are managed by separate systems. Media display windows, rather than secondary screens, may be used to communicate with the player. Those windows may also be used to present novel applications to the player, providing a much richer experience.
We might also see something completely new and different—something that truly leverages the power of the network. Central determination combined with local determination is one possibility. Central determination has always been the domain of Class II casinos and some lotteries. Local determination has been the domain of Class III casinos. Networked gaming can support both. A single game outcome can be the result of a local decision by the game and a remote decision by a central server, much like bonusing, but fully integrated into the design of the game, rather than an add on.
However, before the benefits can be achieved, networked games must be deployed. This is the most difficult part of the process. It requires time and money. However, with each networked game that is deployed, we have one additional game that can take advantage of the network—one additional game that can take advantage of the growth and innovation that will come along in the next few years.
Jamal Azzam
Director of Product Marketing, Downloadable and Server-Based Games,
Aristocrat Technologies
Words such as “thought,” “vision,” and “future” are often used, even thrown around casually, when referring to high-speed networks and applications for the casino floor. In fact, they might be overused to the point that we forget their compelling impact. So when we think about our vision for the future, what are we really thinking about? What are we really seeing? And when, exactly, does the future begin?
At Aristocrat Technologies, we have been thinking about the future quite a bit, and we reject the idea that the future is out there somewhere. Instead, we think of the future as now. That’s why we are selling products that utilize the high-speed infrastructure found in many casinos today.
We see it like this: Games and systems are converging and the networked gaming movement is an evolutionary progression. What that means is that games and systems are coming together and will continue down that path until the game is the system and the system is the game. Aristocrat has products available now and is providing a transition to the future without leaving common sense in the past. That is our vision.
We understand that upgrading the casino floor network will be a large undertaking and significant investment. That’s why we developed and are selling the GEN7™ gaming platform and the Oasis 360™ casino management system, because they support serial and/or high-speed communication simultaneously. That means both core products have been specifically enhanced to take advantage of the latest Gaming Standards Association (GSA) standards while, at the same time, maintaining their ability to speak legacy (existing) protocols.
Aristocrat’s GEN7 platform has incredible power and features tools like an on-screen interface, dynamic artwork and advanced game engine, and is available in a number of cabinets—both video and mechanical—right now, not in the future sometime, but today.
So if GEN7 is the game, then what about the system? Today, Aristocrat’s Oasis 360 system serves more than 250 customers and is operating on more than 250,000 devices. Oasis 360 allows operators to easily make the transition from serial to Ethernet all at once or one bank at a time. It does that by employing:
• FloorLogix™, a comprehensive solution that manages many aspects of the networked gaming environment from floor operations, to customer interactions with the Sentinel® III in-game display, to back-of-house accounting and player analysis.
• BlackBart PRIME™, an advanced on-line accounting system that keeps track of gaming machine activity.
• SpeedMedia™, a tool for preparing and customizing multimedia presentations to be displayed on the Sentinel III graphical touchscreen displays.
• Sentinel III Player Tracking Module (PTM), a tool that enables operators to deliver customized media and configurable bonusing directly to the game with vibrant color, a 180-degree viewing angle, and Touch Screen TFT graphics display to maximize player interactivity.
All of these things sound pretty futuristic, but they’re all available right now, helping operators make the transition from today to tomorrow.
With a network in place and the games and systems running at high speed, we can now enter a world of bonusing, marketing and content delivery applications intended to revolutionize the player experience and maximize efficiency. And Aristocrat has the perfect solution with our newly released Oasis 360’s SpeedMedia Content Delivery Manager (CDM). This is new because it allows third-party content providers the ability to deliver messaging to Aristocrat’s Sentinel displays via an open Software Development Kit.
Also soon to be released is our user-friendly floor manager, which we first tested in 2006. In fact, Aristocrat was the first company to test such a product. Constructed upon GSA protocols, the floor manager enables operators to control multiple manufacturers’ G2S-compliant devices across the casino. This tool delivers such efficiencies as game download, EGM configuration and peripheral management. Because these tasks will be managed from a central point—the server—it will result in reduced labor cost, yield management and increased response to customer demands. The floor manager tool is the result of countless hours of market research, consultation with operators, and the advice of expert User Interface designers, which shaped the design and development of this product’s easy-to-navigate User Interface.
Unlike some other manufacturers who are building functionality on the game’s one CPU, Aristocrat will establish service windowlike functionality via a second CPU in the gaming machine that enables the casino operators to drive this functionality on existing EGMs and new ones.
Also helping operators with the transition to the future is TruServ, the ACE Interactive server-based gaming solution. TruServ creates an open gaming environment where content from multiple providers can be played on gaming machines. What’s remarkable about TruServ is that it has a place in all gaming venues from casino, to route, to video-lottery. It can even push content to PDAs, cell phones and other devices. Additionally, TruServ collects massive amounts of data and stores it in a single location, opening the door for future capabilities such as tournament gaming and competition.
That’s where our vision for the future gets exciting. Meals at restaurants, sleeping rooms, concert tickets and more can be paid for with the swipe of a card within the realm of Oasis 360. Oasis 360 x2S is an interface developed using GSA’s System-to-System (S2S) protocol. x2S links the Oasis 360 casino management system to other systems throughout the business and enables the transfer of patron and gaming information. It allows operators to gain a complete picture of each customer and provide service and incentive uniquely tailored to each individual. Now that’s forward thinking.
An effective CRM helps take all of the information generated from the operation—often stored in half a dozen systems or more—and turns it into actionable knowledge. Knowledge combined with the tools that maximize its application gives the operator the ability to improve enterprise performance across the board.
Ensuring floor mix and positioning are optimized to meet overall strategic goals is essential. Business Intelligence (BI) plays an integral part in helping casinos better understand, analyze and even predict what is occurring on the gaming floor. With Oasis 360, Aristocrat provides BI tools that will empower operators to streamline the floor and get more out of system solutions.
Clearly we have been thinking about our vision for the future, and we’re happy to say that it’s not our vision that we’ve been trying to bring to fruition—but the customer’s vision. Interpret “customer” here as you will, either as operator or as player. We are developing our products to satisfy the demands of a more sophisticated player by providing products today that are built on protocols for the future to help operators give players what they want today and tomorrow. Pretty cool vision.
Bruce Rowe
Senior Vice President of Strategy and Business Development,
Bally Technologies
Bally Technologies offers innovative solutions for the entire casino floor, from the most cutting-edge games to the most powerful systems solutions. The backbone of the future of our games and systems solutions is our Networked Floor of the Future, which encompasses not only networked gaming technology, but also our philosophical approach and vision to networked gaming.
When it comes to networked gaming, Bally’s approach has always been evolutionary rather than revolutionary. While we always help our customers innovate, many of the best and most important ideas come from our customers. The idea of dictating solutions or creating largely disruptive technologies is not the way we choose to add value. Having more than 32 years in the systems business and having installed our systems on more than 100 Ethernet floors, we understand the challenges that casinos face when implementing high-speed networks.
In challenging economic times like these, an evolutionary approach is more important than ever. Gaming operators must be able to enhance the return on previously invested capital while also having the ability to add new networked technologies that provide cost savings, operating efficiencies and unique new ways to deliver marketing, promotions and reward programs that attract and retain players. Unless you are opening a new casino, it is not practical, efficient or cost effective to consider anything less than a gradual implementation of these technologies. Today, our Display Manager technology is live and running and is backward compatible on any manufacturer’s game that supports open connectivity. Right now, our Download and Configuration Manager is pushing marketing content to the point of play in seconds to thousands of games and can do dynamic revenue management on GSA-G2S-compliant games.
Bally Technologies’ networked solutions suite is unprecedented and gives customers the widest choice of options to protect current investments while migrating to the Networked Floor of the Future. Modular application designs that run on UNIX™, iSeries® and Windows®-based platforms allow customers to pick what they need to meet today’s business and computing needs, while enabling scalable growth to meet the needs of tomorrow.
As the leader in systems, we have developed more interfaces to other systems than any other gaming manufacturer and understand the differences between integration, interfacing and interoperability. This led to the development of the Bally Integration Gateway to make it even easier for our customers to connect their enterprise technology together with Bally products.
What enables our customers to move quickly and on games from any manufacturer is that Bally and several other manufacturers are committed to having a robust system-CPU embedded in the game. This allows for dramatic enhancements without massive disruption to business, in-place systems, and most importantly, very profitable and popular games.
While a single-CPU networked-based architecture may be technologically ideal for some, the reality is that forcing virtually all network-to-game communications through a proprietary game-board processor is highly disruptive and not proven to work in the current gaming environment. All network services must pass through a single gateway to and from the system, multiplying compliance and approval issues.
Bally’s system-CPU approach allows peripheral management and downloading, rich-media content downloading, bonusing and many other functions to be implemented and deployed at will without regulatory and compliance encumbrances that come with game approvals. Bally’s CPU architecture supports SAS and G2S; maintains associated equipment status; supports dual-port peripherals; and via the robust network, connects the operator to the customer at the point of play.
This simultaneously avoids many intellectual property issues and proprietary roadblocks. Perhaps most important is that the Bally system-CPU architecture guarantees gaming operators that their legacy SAS games can be used on the Bally Networked Floor of the Future as they migrate to newer G2S products—one more example of Bally’s philosophy of helping customers preserve and extend their return on previously invested capital.
Some of the exciting new Bally network-gaming innovations that are available today or nearly ready for launch include:
• The award-winning iVIEW Display Manager™, which allows gaming operators to present systems-driven content on the player portal through the iVIEW processor.
• Bally Biometric Recognition, a cutting-edge solution for identification of casino patrons.
• Bally Power Card™, bringing the capability of stored value that has reinvented retailing to your casino.
• Other exciting new features coming soon include iVIEW Media Management™ tools such as live camera feeds, peripheral downloads and iVIEW TV, which allows players to watch TV and live events directly on iVIEW SmartScreen displays.
When it comes to network gaming, customer feedback played a key role in Bally’s decision to acquire Planar Systems’ CoolSign digital signage business for the gaming industry. The acquisition extends Bally’s network gaming offerings to include marketing and media communications to the players in the form of CoolSign networked or standalone digital displays, available in a multitude of sizes, that allow casinos to quickly and effectively communicate gaming and nongaming messages to customers throughout the resort or enterprise.
Bally also recently partnered with Cisco Systems as its preferred provider of high-speed Ethernet networking for casino-floor environments. Many Bally Systems customers already use Cisco networks for their mission-critical back-of-the-house network management. This partnership ensures a much smoother, more seamless implementation for Bally Systems customers looking to move to the Networked Floor of the Future.
The next five to 10 years of gaming will be some of the most challenging and exciting years ever. We look forward to what we will deliver to our customers and their players that will create unique value propositions and sustainable competitive advantage.
Avron Goss
Director,
BetStone
Networked gaming resides in the core of BetStone’s product and gaming philosophy. Unlike many other gaming suppliers, BetStone’s gaming architecture has always been based on network technology.
From a philosophical perspective, networked gaming is transparent to the player and the operator. This is just a technical solution to provide players with the best content experience possible and operators with cost effective and functionality-rich game and player management tools.
“BetStone is the leading server-based gaming company globally, committed to creating exceptional value for their clients through constant innovation in technology, game content and operational modeling”, said Avron Goss, director of BetStone.
Each BetStone employee is therefore focused on developing the most effective gaming software and management systems for BetStone’s operators so they can run the fairest, most reliable, most profitable server-based gaming action.
In addition to this, BetStone believes in its responsibility to champion the interests of players through fair play at all times, transparency and responsible gaming for all.
“Players play games and not systems”, says Marzia Turrini, head of business development for BetStone Latin America. It is for this reason that BetStone puts content at the heart of its product offering with a library of approximately 100 games and is committed to an aggressive content delivery strategy of 20 games per quarter.
BetStone has access to Microgaming’s entire library of content and has partnered with a number of content development companies globally. “And it’s not just about partnerships,” continues Turrini, “it is also about demonstrated ability to integrate and deliver content seamlessly.”
BetStone has a robust set of content integration and delivery tools that allows operators to control the content they have on their machines.
BetStone also provides a comprehensive management toolkit that offers a level of sophistication to the management of its machines not possible with legacy machines. So, while you can still interface your machines to legacy cashier, player tracking and progressive systems, the network capability of BetStone’s machines provides an additional layer of control.
BetStone is able to supplement this with extensive data mining tools, which puts real-time information at operators’ fingertips, allowing them to make rapid and informed decisions when controlling the configuration of their gaming floor.
BetStone has unparalleled experience in network gaming. Its largest site alone runs almost 50 titles, peaks at more than 6 million network-based gaming transactions per day and receives regular content updates as they are made available by BetStone’s global content development teams.
“In January we successfully launched three exciting new games including the much recognized Laura Croft™ Tomb Raider™ slot,” said John Gevisser, head of sales and marketing. “These games were delivered seamlessly using our powerful content distribution tools and demonstrate our ability to deliver on our strategy of providing the best player action on networked-based gaming platforms seamlessly.”
At the core of BetStone’s network-gaming strategy is providing players with the best content possible, while at the same time providing operators with extended capabilities to monitor and react to game play characteristics.
“The belief that operators need assistance to transition from serial to networked floors is a myth,” said Goss, who has helped BetStone deliver networked-based product to operators globally. “In the first instance, there is no need to replace legacy systems in order to introduce networked products and the network cabling requirement is no more complicated for our operators than connecting workstations to a file server for their office staff.”
What BetStone does not do is offset the complexity of technology to the operator. BetStone provides its customers with end-to-end network gaming resources, both from a product and a services perspective.
Not only can BetStone deliver best-of-breed network gaming product and the tools to maximize their potential, but it can also provide advice, implementation and operational expertise.
For those customers who want to expand their concept of networked gaming into online and mobile mediums, BetStone can help them make this transition.
“At BetStone we are proud of the benefits our network gaming products bring to our operators,” said Goss. At the center of it all, BetStone provides great games cost effectively with speed to market that makes a difference. But great content and powerful content distribution tools is only part of the picture.
Operators also receive access to powerful information management tools that allow them to understand the impact of our content to their players, which in turn allows them to fine-tune the player experience, which can be done remotely without the need to send upgrade kits or engineers to sites. The ultimate benefit is therefore an increase in game machine revenue, which reduces operational costs.
David Harris
Chief Architect,
Cadillac Jack
Hari Vadapalli
Senior Director of Systems Development,
Cadillac Jack
Networked gaming solutions have always been the core of Cadillac Jack’s solutions offerings. Our goal is to provide a highly configurable casino environment through a seamless networked solution of dynamic game content and systems-based technology.
Although nonserial computer networks are a relatively new concept in the casino marketplace, Cadillac Jack had the foresight to incorporate Ethernet networks into our solutions strategy more than six years ago. We recognized the wisdom in centralizing game programs, and have implemented a download solution that is proven and has been in operation for many years. So, while others were talking about it, we implemented it, and have actually been on the leading edge of networked gaming for years.
High-speed networks, such as Ethernet, are the beginning to being able to capitalize and use concepts and technologies that are being developed all over the world. High-speed communications are what allowed the Internet to explode; the same type of explosion in technology can happen with casinos. The entire landscape of gaming will change dramatically as a networked floor paves the way for a more dynamic, highly customizable delivery of games, entertainment and player marketing. In its purest form, server-based gaming opens the door to incredible new technologies and new ideas that currently cannot be leveraged.
Networked gaming provides amazing potential for real-time marketing to the player. Innovative technologies that allow casinos marketing and player services departments to link and leverage their connection to the player by providing time relevant marketing, promotion and entertainment on the game are key to the future of networked gaming applications and services.
Player’s will feel or experience the difference of networked gaming through the game’s personality and playability, and they will benefit from the new features that only networked gaming can offer. Most of the initial changes will be subtle to the point where the player will notice the environment is different, but not necessarily understand what the specific differences are.
As the capabilities of networked gaming progresses, operators will have the ability to physically change the characteristics of a game for a specific promotion, offer show and restaurant reservations targeted to a specific player; and players in turn will be able to customize their gaming environment through player-selected preferred features.
Cadillac Jack’s networked solutions give the casino operator more control and capabilities to enhance the player’s gaming experience. At the present time, Cadillac Jack games can be configured to player selected denominations. In the near future, we plan to extend this capability so that individual players can select their language of choice as well as have the ability to select the game theme they would like to play from the entire Cadillac Jack game library—all without operator intervention.
Adding to the innovative nature of networked gaming is the arena of multi-player or team player gaming. High-speed, networked infrastructures allow us to take advantage of technology that already exists in the consumer marketplace and apply it directly to casino gaming.
With the strength and security of today’s networks, all game assets, configurable parameters and executables should be stored in a central location and sent to the game on demand.
Cadillac Jack’s high-speed Ethernet network solution allows operators to configure games directly from a single server at the casino. The configuration includes the ability to change the title of the game to any title that Cadillac Jack offers in its game library. Operators may also change the active denominations of the game, change paytables, enable or disable progressives on the game, and even configure what is presented on the game sign display. In addition, game systems can be disabled, restarted or shutdown. Logs can be queried and complete game system status can be analyzed remotely. This results in more up-time for games.
Software updates and new installs are performed completely on the server, thus eliminating manual game theme conversion at the individual game unit. It also ensures that all machines receive the appropriate updates. Since all parameters are setup on the host, this eliminates the potential for human errors in entry of data at each machine. Once entered, the data is then pushed to the individual games.
Cadillac Jack provides reporting tools that allow casino management to monitor the success of various titles, paytables or denominations. Armed with this real-time knowledge, configuration changes can be made on the server and pushed to the game to provide a more diverse player experience based upon proven success. The machine will then reconfigure itself to coincide with the changes, thus providing the casino with tools to realize greater profits.
Transitioning casino floors to a full server-based environment will continue to be gradual, as there are many challenges when implementing and switching over to high-speed networked environments. However, we believe that in the near future, networked gaming will progress more quickly as customers realize the real operating efficiencies and opportunities to deliver dynamic games, and targeted marketing and promotions that create outstanding player experiences.
Rich Schneider
Executive Vice President of Product Strategy,
IGT
As the thought leader in the gaming industry, IGT is positioned as the preeminent developer of solutions that are implemented using Gaming Standards Association’s (GSA) open protocols. IGT’s vision of the “open network” evolved well before others could formulate their own positioning in the marketplace.
“We stand behind open in our actions,” said Rich Schneider, executive vice president of product strategy. “IGT is a major contributor of technical resources for GSA and collaborated with other members to create the open protocols. And, we are the first to donate our extensions for service window in the best interests of the gaming community—namely, operators and players,” he said.
In addition, IGT is the first to publish use cases to the industry that provide implementation details for a download and configuration system. “This year, we will release the first fully G2S-compliant system, represented in slot accounting, player tracking, ticketing and floor management,” he said. “It’s not just parts of it, but the complete product line. We’ve made a substantial investment in R&D to develop these initiatives.”
When it comes to the overarching philosophy of our business, the path to open begins with games and systems working together seamlessly. All IGT network systems products are designed to help operators enhance the player experience, differentiate them from their competition and increase profits. “What IGT figured out earlier than anybody else is the importance of the game proposition to the player,” said TJ Matthews, CEO. “And we understand how to celebrate winning better than anyone else. We are using the power of the open network to combine the unique features of systems and games to provide an even better player experience. What we’re heading toward is an ecosystem of third-party applications and applications built by manufacturers, and as those evolve, relationships and business practices will need to support and encourage that growth.”
“I can remember the early days of us and other manufacturers discussing this open concept, with resistance from our peers,” said Schneider. “Now those same competitors are embracing this concept and even claiming it as their own. I suppose imitation is the highest form of flattery.”
The convergence of dynamic game content and systems-based technology is inherent in the way IGT designs, develops and integrates products. The new Advanced Video Platform® (AVP) and machine models, Multi-Layer Display® (MLD®) technology with REELdepth™ games, the sbX™ Experience Management solution and IGT Advantage® enhancements are examples of this integration and an innovative solution set that brings ROI to customers.
sbX allows operators to design, customize and manage the player experience for that much needed competitive edge. sbX is the first fully GSA-compliant game management system in the marketplace, with field trials starting in 2005. The longer-term vision is that sbX will allow operators to deliver a personalized player experience with award-winning products such as IGT’s sbX Floor Manager and sbX Media Manager. MGM MIRAGE ARIA at CityCenter will be the first floor-wide implementation of a G2S network featuring the service window—an innovation in player communications designed to enhance how casinos interact with players. By utilizing the open network, service window functionality is accomplished without the need for additional hardware in new games. All IGT Systems will be G2S-compatible and directly connected to machines, eliminating the need for proprietary, costly and antiquated SMIB boards still being promoted by the competition. Above all, the open network will support applications designed by any third party utilizing GSA protocols providing players with a one-of-a-kind gaming experience.
In the shorter timeframe, IGT is offering the first fully functioning G2S game management solution in a bank-by-bank solution called the sbX Tier One package. The 2008 G2E Post Show Report indicated that more than 45 percent of gaming professionals surveyed would consider implementing a small-scale version of server-based gaming. The sbX Tier One package perfectly addresses that need by helping casinos transition into the server-based world at a pace that is right for them. The package, featuring sbX Floor Manager, comes with access to the industry’s largest G2S game library. Operators will be able to optimize their floor mix and more easily provide players with the themes they want most. The power of the game library will give operators a new tool to help drive revenues in these economic times. The package provides a low-risk, lease-based, all-inclusive solution with the added value of professional services to help customers get the most out of their system. In addition, it allows operators to start learning now about server-based methods and capabilities.
IGT recognizes that most operators will introduce server-based technologies that will co-exist for a time with the property’s existing CMS solutions. IGT’s secondary display, the sb NexGen®, is an important component in transitioning floors to a full server-based environment. Customers can use the sb NexGen on a hybrid floor until they are ready to implement a floor-wide solution. The sb NexGen provides players with targeted messaging and compelling graphics via a secondary display on nonG2S games. Harrah’s has partnered with IGT with the implementation of sb NexGen as part of their transition strategy into the server-based world.
IGT’s Network Systems Services has a great track record of helping customers maximize the value of their systems. IGT’s professional services team offers consulting for strategic marketing, business intelligence and systems solutions. IGT has a comprehensive installation services team for installs and upgrades. The IGT forums are there for operators to share timesaving troubleshooting tips or learn best practices to run their systems products better. IGT SystemWatch™ puts virtual eyes and ears on a casino’s system at all times to ensure the system is functioning at maximum capacity. And, the global support center is available around-the-clock for systems and application support.
The IGT Global Technology & Interoperability Center in Reno is a testament to IGT’s commitment to making the open business model a success in the gaming industry. It has recently been accredited by the American Association for Laboratory Accreditation to certify IGT products according to GSA’s Protocol Certification Program. It is the first such accreditation granted to a gaming manufacturer. The center now services customers from four continents. IGT and its partners are committed to breaking down the boundaries of domestic versus international technology to produce systems and applications that meet a world-wide standard of stability. The center welcomes all original equipment manufacturers (OEMs), strategic partners and system integrators interested in committing to system compatibility testing.
IGT’s vision of the open network leads the industry in depth and scope. It’s an integrated approach to games and systems, bringing value to customers. This dynamic solution combines innovations like the MLD technology in REELdepth games, AVP models and sbX to provide a seamless networked solution.
Mark Pace
Vice President of Engineering Services & Network Gaming Operations,
WMS
At WMS, networked gaming (NG) is more than just the latest buzz-phrase or a cool technology. It is yet another tool that we will use to continue enabling revolutionary player experiences. It is a tool at the very core of what makes WMS tick and one that demonstrates our ability to leverage technology and intellectual property in redefining the players’ gaming experience.
Innovation is a way of life at WMS. Proof of this can be seen in the many and varied category-creating products that we have brought to market over the years. For example, WMS led the way with the first NG product more than two years ago with the launch of our first Community Gaming® product MONOPOLY™ Big Event®, a system that comprised a number of electronic gaming machines (EGMs) connected via an Ethernet network to a server. That server had its own application—random number generator based game—that when triggered, played a community game on all connected EGMs.
More recently, WMS launched STAR TREK™ within our new Adaptive Gaming® product category, which allows players to save their progress through game themes by creating a player account. Players can then continue from where they left off regardless of which STAR TREK EGM they choose, even if they are in a different casino or gaming jurisdiction.
Executions like Community Gaming and Adaptive Gaming define what NG is all about; they consist of a number of EGMs connected to one or more servers via a broadband network. While this sounds simple—in fact, there is nothing terribly complicated about it—with that network in place, a whole host of new applications can be created.
At WMS, we believe that NG is an enabler that allows us to deliver more of what the gaming public wants: more excitement, more ways to win, and more entertaining and personalized gaming concepts. In aggregate we call this game enablement, a game application development philosophy that has been the core to WMS’ NG strategy and we have been driving innovation in this area for the past several years.
Networked Game Enablement is but one of four foundational platforms that comprise WMS’s comprehensive WAGE-NET® solution: Remote Configuration and Download (RCD), Account Based Gaming, and Patron Services are the other three.
While others believe that NG will be widely and wildly adopted, we believe that operators will take a much more cautious and thoughtful approach in pursuing this evolution on a “bank-by-bank” and “product-by-product” basis. If a casino does not have the right infrastructure—the network—in place to support NG, the investment could be significant and therefore the return has to be, too. But how can the operator be assured that the return on the investment will actually materialize? How can they mitigate the risk?
To answer those questions, our strategy has been to develop applications that are proven revenue accretive and can be deployed via focused product executions. This eliminates the potentially significant infrastructure cost by focusing the improvements necessary on a few banks. Simultaneously, it allows the operators to determine which applications make sense for their market and their casino floors. Applications that leverage already proven revenue generating technologies such as Adaptive Gaming, Community Gaming and Sensory Immersion gaming are perfect examples of this strategy. To us, this is just plain common sense. We believe in the “show me don’t tell me” mantra. While others may talk about networked gaming and what it will be, we have multiple products in the field as we speak that are enabling the networked capabilities operators and players want.
Building on this strategy, WMS’s four-platform approach to NG also allows operators to pick and choose the applications they believe will add value and to deploy them in a manner that is comfortable and in alignment with their plans.
If an operator is interested in the efficiencies that RCD brings, then this system can be implemented without any of the other WMS offerings. However, when the operator is ready for additional NG applications, those will snap on and integrate with what already exists because every application we create is developed using the Gaming Standards Association’s (GSA) standards.
This also means that WMS’ applications can interoperate with other vendor’s products as long as they, too, are GSA compliant. This is another area of NG where WMS has led the way. Our RCD system was the first GSA compliant system to be approved by both Gaming Laboratories International and the Nevada Gaming Board. At WMS, we believe that operators should have the freedom to choose what technologies work best for them. Open standards and interoperability allow this vision to become a reality and WMS is adamantly committed to this effort.
This holds true for applications like Account Based Wagering, our cashless product, and GamEdge™ our customer relationship management product, which are part of our Account Based Gaming and Patron Services platforms, respectively. Each of these applications add value individually, however, layered on top of each other and working in unison, the net value of the whole is far greater than the sum of the four individual parts.
In addition to our commercial sales group, we have a networked gaming technology operations (NGTO) team that works closely with our customers as they plan to implement NG applications. This team meets with representatives from operations, information technology, facilities, marketing, regulatory compliance and finance to ensure that alignment between all parties exists and that there is a shared understanding of what is being implemented. The NGTO works hand-in-hand with those representatives throughout the process and continues to be involved even post implementation.
Our philosophy is simple: Create player-based experiences that will generate operators revenue, make them implementable bank-by-bank with the ability to expand casino and enterprise-wide, develop them in a standards-based manner in support of full interoperability and ensure that there is a dedicated WMS team to assist operators from planning to implementation and beyond.
Based on the operator feedback we have received, it appears that our strategy is spot-on.
John Acres
CEO,
Acres-Fiore
I’ve been in the systems business since its beginning, creating the first player tracking system at EDT back in 1983 and helping to pioneer networked bonusing at Acres Gaming in the 1990s. I know how important technology is. And I’m fortunate to have worked with many of today’s leading systems developers. Whether at Bally, IGT, Aristocrat or Konami, they are skilled, caring technology professionals who work diligently to deliver you the best possible product.
Trouble is, these fine folks believe the network itself is the product when it’s really only a delivery system—sophisticated to be sure—but a delivery system just the same. More important to me, and I believe to you, is what that network delivers and whether that deliverable improves the player experience or reduces costs enough to justify the network’s expense.
For the past 30 years we’ve regularly delivered bigger, faster and stronger electronic systems to the gaming floor, then watched as gambling revenues grew. That bill acceptors, credit meters and coin removal have greatly improved wager volume cannot be denied and tracking systems certainly improved both player loyalty and marketing efficiency.
Technology for technology’s sake, though, is worthless. I’ve never heard a player say, “Hey, I can’t wait to come to gamble because your servers use gigabit Ethernet to pipe data directly to the game’s 1.8 gigahertz Intel Core Duo processor that drives a dual layer LCD screen through an Nvidia OpenGL graphics card!”
Leaving techno-babble aside, there’s only one truly important question to ask a potential system provider: How will your system help me profitably meet and keep players?
We’ve never worried much about this because legal barriers to gambling created pent-up demand. As existing casinos expanded and new ones opened, revenues rose, partly due to technology but mostly because we were absorbing that unmet demand. It is understandable, though mistaken, that our innovators credit technology alone for historical market growth.
Certainly, networked games could save money by reducing labor, but I’m hard-pressed to imagine how enough savings could accrue to justify significant upgrades to an existing system, much less the purchase of a new one.
Downloadable games are one of networked games’ big promises, though again, I can’t quite find the value proposition. You’ll save labor by reducing physical chip changes in games but how often is that required? Could you reduce staff enough to justify the cost of a new system and new games? I’d like to see your spreadsheet if you can.
What about downloading higher hold percentage games on holidays and weekends and using lower hold games during the week? If your casino’s capacity is fully consumed during busy times, or if you could attract more weekday players through higher paybacks, such dynamic reconfiguration could be profitable.
But profits on paper often don’t appear in real-world operations. How will players react to changed odds? Will you tell players? If you do, it will be a tricky explanation. If you don’t, player trust might be lost when the fact is ultimately discovered. Your competitor might be only too happy to let players know—and advertise—that their games offer great odds 24/7.
What about licensing a library of game titles, then deploying as many of each title as demand dictates? Interesting idea but how is demand determined? Will Mary, your best player, be confused or angry when she returns from dinner and finds her favorite game has assumed a new identity? Will the library’s included titles vary enough to justify expensive new technology? What are the costs to access such a library and what if the games are not compelling?
Perhaps players could choose the game they want from a menu. That might work, but players may also grow frustrated with so many choices and you could both resent the multi-minute download delay when Mary cannot play and you aren’t earning revenue.
Another promise of networked games is improved visual communication. Displaying loyalty messages on the game screen—whether through IGT’s “service window,” Bally’s “Display Manager” or LVGI’s PlayerVision®—makes sense because players are already looking there and are more likely to see the message. Cost savings are possible if the old player tracking display is eliminated. But is it?
Just moving player points to the game screen isn’t terribly exciting, but presenting bonuses or side bets there—especially if they interact with the game—could add significant value and revenue. Trouble is, I’ve yet to see convincing examples of such interaction and the very idea exposes a fatal flaw: Game and system content are separate products. The designers of one don’t work closely with creators of the other. Systems and games are designed, sold and serviced separately. The huge opportunity of unified content is but a far-off dream.
Finally, the success of tomorrow’s networked games requires a whole new sort of technology. Engineers and programmers are certainly important but they must be joined—even led—by psychologists that help us understand emotional desires of players and create games and awards that satisfy those desires. Consumer marketing specialists are needed to define and serve market segments based upon those emotional needs and differing economic capacities.
Only then can you fully utilize the potential of networked games, which is to deliver the personalized and gratifying experiences our players demand.
Chuck Hickey
Vice President of Slot Operations,
Barona Valley Ranch Resort & Casino
As the vice president of slot operations for Barona, I’m stuck between a rock and a hard place. In the next two weeks we will be installing two major upgrades from IGT and WMS in our Gaming Laboratory at the Barona Valley Ranch Resort & Casino in preparation for deployment (upon approval) to our live casino floor. Waiting for these versions of software/hardware, I’m stuck between the “stubborn as a rock” development over the last three-plus years and the “hard to underestimate enthusiasm” for the promises of what is to come.
Without giving away any top secrets or violating any NDAs, I would like to share my vision of networked gaming in the who-knows-how-near future.
If you had asked me four or five years ago if I thought the ability to remotely download and configure games would be worthwhile, I would have answered with a resounding “yes.” A funny thing happened along the way and it started with a phrase I first heard from IGT—“The Power of Open.” Once we got a glimpse of the possibilities of an open network, we started to have visions of new capabilities. Even the name changed from server-based gaming to networked gaming.
I remember a conversation with a boss of mine (who shall remain nameless) back in the late ‘80s about buying my first home computer. He asked me, “What are you going to do with it?” Yes, people actually used to ask those kinds of questions. I don’t remember my specific answer, but I’m sure it wasn’t anything like the following: “Well, tonight I’m going to Google some old classmates, e-mail them an invitation to join my Facebook page while downloading the newest album from my favorite music group, while concurrently finding a movie of my kid’s marching band competition on YouTube, tracking my portfolio and getting some market news while being reminded of a meeting tomorrow and following up on some analysis of those new games we put on the floor last week and whether or not our best players were playing them during the promotion we ran over Presidents Day weekend. “I had no idea of the applications that would be developed in the ensuing years.
I have only a vague idea of what may be developed in networked gaming in the next two years, but I know that the ability to take advantage of these developments will be dependent on our network and how fast and well we can communicate with the thousands of guests in our database. What I also know is that there will be a mandatory blending of slots, marketing, information technology and other departments. At least this will be true at successful properties.
The only way that networked gaming will meet our expectations is when there starts to be something in it for the guests. So here is my vision for network gaming (and the sooner we get there, the sooner I will be happy): To bring about either the unification of CRM, analysis, accounting, marketing (and database marketing), security, player tracking/club, predictive modeling, yield management, multi-media management and business tools under one umbrella. If another application can help me make value judgments about the profitability of games and whether changes I made last week were worthwhile, then I would be a happy camper. And since the unification of all that is unlikely, there is a good chance that all of the above will come from different companies, that they will have to run on Barona’s network, play nice with each other and allow Barona Valley Ranch to create the killer application that creates a marketable difference between us and our competitors. Said killer application will allow us to create a program that attracts your guests to our casino, converts them to loyal Barona players and invites our current loyal players to increase their share of wallet and/or time with Barona. This is my Holy Grail.
What we have discovered is that the gaming community isn’t nearly as sophisticated as we thought. Examples abound of networks tied together, allowing all manners of synergy. And while the demographics of slot players don’t reflect the cutting edge of technology, I am often taken aback by their cyber sophistication. Having recently spent a lot of time developing offers for guests and struggling over the easiest, simplest most direct way to get them in their faces, it really comes down to whether or not (as Greg Shay, COO and president of VCAT LLC, is fond of asking): “Is the pearl worth the dive” for them? Is it worth the bother? Is it worth their while?” Until networked gaming is worth their while, it will be awhile before it is successful.
The devil is in the details.
Mike Murphy
Vice President of Slot Technology,
Barona Valley Ranch Resort & Casino
Network gaming (or what used to be called server-based gaming) has been hyped by the industry over the last few years. Although most of the slot manufacturers have “networked gaming,” none of them have brought a “must have” product to the market.
This is only one man’s opinion, but I am going to try to explain why I think networked gaming hasn’t hit the mark.
If you ask 10 different industry insiders to define what networked gaming is, you are likely to get 10 different answers. There is still no clear definition of what it is or what it should be. Is networked gaming the ability to download and configure games from a central server, community gaming, bonus games, personalized marketing or some other idea? The truth is, networked gaming has been around for years (Class II gaming is the quintessential server-based gaming system) and none of these things has happened effectively.
From a purely technical standpoint, downloading and remote configuration of games should be relatively easy to accomplish. I realize the complexity of slot games and that gaming regulations can make this challenging, but other industries have used similar technology for years with great success. The best example is your neighborhood ATM. How do you think the banks allow competing banks to use their ATMs? And banks are certainly among the most regulated businesses around.
There are only a few casino system manufacturers in our industry. All of them use proprietary hardware and software. Each one of them has portions of their system that is superior to their competitors and portions that are not. It costs operators millions to change from one system to another, so the reality is that operators generally stick with the system they have regardless of how happy or unhappy they may be with it. Manufacturers rely on this reality.
Are their systems truly “open”? All of the manufacturers are touting open, but most of them are reluctant to do what we think of as open. I have actually had one manufacturer’s rep tell me, “We’re open; we’ll let anyone put an application on our system as long as it’s our system.” The root of this type of thinking is that they think they risk losing their existing market share. The reality is that they are limiting themselves. They can only sell their applications to casinos that already have their casino system. The benefit of truly open networked gaming is the ability to run any manufacturer’s application with another manufacturer’s base system. This would open their market to all casinos, not just their current customers.
How can the manufacturers make money on really open networked gaming? This is a dilemma for the manufacturers. All of the major system companies are slot manufacturers with a systems division. They make the majority of their money selling slot machines. Determining the pricing on their networked gaming products is a challenge. They would like to price the product based on their current model, but if they did, nobody would buy it.
One of the appealing aspects of networked gaming is the potential to reduce costs. Let’s remember that most casinos still have their slots connected to their system via serial lines. A high-speed network infrastructure is a big capital expense, so there better be a significant ROI to justify purchasing one.
But the moneymaking question is, what’s in it for the player? I think this question has largely been ignored. Do you think players care about remote download and configuration? Players already think there is a knob in some back office that enables the casinos to tighten or loosen machines at will, which of course does not exist. The ability to do direct marketing to players is certainly appealing. I have one suggestion when manufacturers are developing their applications: Every time I’ve seen a demo of this type of application, I’ve been told, “If you are trying to drive some business to a particular restaurant or show venue, you could send a message to the player at the slot and offer them a discount at the restaurant or a show.” We spend a lot of money trying to get people to sit down and play a slot machine. Why would we want to entice them to get up from it?
Probably the biggest reason networked gaming hasn’t taken off is that no one has come up with a killer application. If you talk with people within the gaming industry, no one is saying they must have networked gaming. Most of the applications coming out today either save costs or are bonusing applications. Both are commendable, but neither represents a killer application. What is a killer application? The killer application will be the one that keeps people playing on the machine 15 minutes longer. Just think what that would do to your bottom line. When that application comes out, that manufacturer won’t be able to keep up with the demand.
Even though networked gaming hasn’t advanced as quickly as we thought it would, Barona still believes in the concept. We have upgraded our IT and floor infrastructure to handle both today’s networked gaming products and anything that may come in the next few years.
Barona has installed networked gaming products from several companies, and we are currently testing them on our casino floor. We are working with those manufacturers and giving our input to help make those products better. After all, we’re looking for that killer application, too.
Robert Allen
Corporate Vice President of Slot Operations,
Grand Casinos
There is no question that the current macroeconomic forces have drop-kicked our industry to a place we’ve never imagined, much less been before. While we struggle short-term to manage our businesses through this crisis, we must take pause to reflect on the viability of the existing core gaming experience to drive our sustained future growth once the economy returns to health.
Truth is, the core gaming experience that we provide today—although greatly enhanced—is fundamentally the same experience that we have offered for decades. One of the benefits that a crisis provides is an opportunity to become more closely acquainted with reality. The undeniable reality that we in the gaming business must face is that the current player experience must expand, deepen and evolve.
This recession has only hastened the progression of what was already beginning to undermine the vitality of our operations. As an industry, gaming has not kept pace with the prevailing broader advances in technology that have come to shape our routine daily lives. The core gaming experience, characterized for the most part as being a solitary, disconnected pursuit, is out of sync with a growing segment of our society.
The Net Generation—those born between 1979 and 1995—represent a group of approximately 70 million people in the U.S. They are technology savvy, online and connected, and by character are very social in nature. In conjunction with this natural fluency with technology, there is a corresponding high expectation for sophistication in imaginative and intuitive design, technical execution and functional reliability. An important question that confronts us is whether or not the gaming entertainment experience of today will resonate with these folks. My belief is that it will not. Much of our future success rides on how the overall gaming experience evolves to meet the needs and wants of this group.
In conjunction with this, we face growing challenges of meeting heightened levels of expectation from an increasingly experienced gaming consumer that has become far more discriminating and sensitive to game content, packaging and presentation, pricing, and overall value. There also is a distinct expectation for them to be known and recognized, and that we as operators understand with clarity the specific marketing/promotional offers that they prefer, as well as ensure that these offers are delivered conveniently and at the right time. To best serve the growing expectations and needs of these players, the gaming entertainment experience overall must evolve.
A networked gaming environment is the first essential step on the evolutionary pathway. This evolved experience must leverage the power of networked gaming products to offer more sophisticated and engaging gaming experiences, as well as a heightened use of personalization and customization to the broader gaming experience.
In contrast to the current gaming experience that is often defined as a solitary, one-dimensional, disconnected pursuit, the gaming experience of tomorrow must provide:
• Interconnected, online types of experiences.
• Community/social gaming.
• Voice-over IP capability—players communicating with other players in their group (while at the slot machine) about their gaming experiences in real time.
• Player selectable game adds—progressive jackpots, bonusing options and tournaments.
• Adaptive gaming—“intelligent” games that can recognize or know the player and provide content customization for a better fit with the player.
• Layering or combining of games—giving players the ability to have numerous game feeds in play concurrently.
• Enhanced/expanded/extended gaming excitement achieved through connected interaction between the game and the macro gaming environment (triggered by significant game events).
• Gaming experiences that extend “beyond the session at the box”—games that can be set to continuously play within player established limits after the player has left the gaming machine. Player loyalty is achieved through customization of the experience. Powered via an integrated business intelligence engine, the networked gaming floor must deliver:
• Direct access to “My games”—players can create their own custom game library of their favorite games by manufacturer.
• New game recommendations based on past play preferences.
• Premium player rooms that will supplant the outdated existing high-denom based high-limit slot rooms.
• Game demos on demand— This offers the player the best chance to successfully connect with the right game based on their preferences.
• Extraordinary actual loss “safety net”—in cases where a player’s gaming session actual loss exceeds theoretical loss within operator-definable parameters, an automated offer (free play for example) is triggered and delivered in real time to the player via the networked system.
• A bidirectional communication portal or “service window” on every networked slot machine.
• One-to-one marketing capability at the gaming machine in real time.
• Inter/Intra property cross selling and up selling via the “service window.”
• Venue reservations made at the gaming machine.
• Beverage and snack orders placed at the gaming machine.
• Direct communication with a host.
• Player account management at the gaming machine.
Given the economic gloom that is hanging over the industry now, any meaningful broad-scale deployment of networked-enabled gaming is on hold. Most operators are too focused on the short-term challenges of managing their businesses through the financial storm. There are things that can and must advance in spite of this. Operators and manufactures must work together now to conceive, plan and develop the networked-enabled gaming experience of tomorrow. In order for this experience to legitimately drive real industry growth and prosperity, it must be built on open standards and full interoperability.
In the near term, manufacturers should focus their efforts right now to make scalable networked-enabled products available for operators to purchase or lease. These products will provide a practical way for gaming operators to begin to transition into a networked-gaming environment and derive immediate meaningful financial benefits from it. The sooner these types of products can be brought to market, the better it will be for all of us.
Charlie Lombardo
Gaming Consultant
As an operator who has been very involved in writing regulations and minimum internal control standards (MICS) as well as operating Class II server-based systems, I may have different insight into server-based gaming. Therefore, I have several thoughts and questions of how we will implement and operate server-based systems and games.
The first confusion is involved around what software, game options and marketing programs will be available and operating at install. Will they be compatible with other manufacturers’ systems? Will they be compatible with other systems already in use? The Gaming Standards Association’s (GSA) protocols are written; however, untested in real-time casino operations. Who will be responsible for protocol errors? GSA or the users of these protocols? How will the faults be fixed?
We know that the various manufacturers are in compatibility tests with each other and in tests at gaming labs. However, a few machines in a test lab or in test conditions in a casino do not make an operating system. My past experience has shown me that in real-time operations, all bugs and problems come to the forefront. What will happen when these problems occur? Are the manufacturers equipped to handle them in an expedient manner? Will the problems cause the inability of machines to communicate with each other or to the server? Will the entire floor be down, and will the games be inoperable if there is a computer glitch? What is the back up and fail safe for these problems? These are questions that no manufacturer can truly answer, as they have no experience with them. We will only know when the first system is up and running and the problems start occurring.
Player tracking systems have been in operation for more than 20 years. Today we are still experiencing compatibility problems with the various manufacturers. Hardware and software does not work properly in competitor’s games. The finger is always being pointed to each other with no one at fault. Operators are always playing negotiator while trying to get their machines to operate as promised by the various suppliers. What makes us think the server-based environment will be any different? My belief is that it will only magnify the problems.
There is also some question as to whether or not the servers are equipped and robust enough to handle all the traffic, receive the information, identify it and respond and route it accordingly. Will it be able to buffer the information and then catch up on a timely basis after a problem? What are the priorities of the routing and handling of the information being received?
Server-based gaming was initially touted as downloadable gaming, i.e., the ability to change game themes and hold percentage at will, customize for various conventions, groups or day of the week, and make changes on the fly to react to what is happening on the floor. While in theory this sounds great, senior casino management and regulators have issues with allowing their slot directors to make these changes at will. The real day-to-day uses of server bases will be the marketing events, bonusing programs, customer information and back-of-house and accounting data. In other words, it may start out as a sophisticated player tracking system with downloadable game capabilities.
Over the past few years, slot management has had several of its duties stripped and given to finance and marketing. As we continue to evolve with new technology, we will see a larger erosion of the slot department’s responsibilities. Server-based gaming is a great example of this. While many of the functionalities will be slot-oriented, arguments can be made that it is an information technology, marketing and finance system. The server is a computer housed and maintained in a computer room, communicating to other servers/computers while wired on top of all the slot machines through computer switches. Many of the software programs housed on it will be marketing and finance in nature and will have to satisfy these departments that it will perform to their expectations. The slot department will be responsible for all on-floor maintenance.
If an existing casino installs a server-based system, what is the best way to implement it? Will it have to run in tandem with existing systems that it may someday replace? How will information be verified? How will variances be rectified? Unfairly, the assumptions will be that the old system is accurate—the casino has been using it for years. The problems have to be with the new server-based system.
There will have to be a reporting scheme between the different manufacturers’ servers. One has to be the host while the others are slaves to that host. How will software updates be handled? Will each manufacturer be responsible for a major update to their respective games or will the host be responsible for all? I suspect that it will be some combination of both. How will it be determined? How will marketing program software be loaded? What happens when host software does not load or operate on the slave server or machines properly? Who is responsible?
The most important issue is the cost. Will the host require a fee for each slave system to be hooked up? Will there be a fee for each machine from the same manufacturer as the host server? What about for the machines from the manufacturer of the slave servers? Will the provider of the slave servers require a fee for each machine? How will game theme license fees be handled? Can they be moved freely between slot machines? Will there only be a fee for those actually deployed? In what media will they be received from the manufacturers? Can one copy be downloaded to several games? Is there any media that is housed in the slot machine? How are graphics and sound for the individual game themes loaded on the machines?
I know that there are still a lot of questions about server-based gaming. Many of them will not be answered until systems are installed. Engineers have discussed these issues and believe that they have answers. However, things never quite seem to play out as planned.
John Kenefick
Director of Information Technology,
Pechanga Resort & Casino
Buddy Frank
Vice President of Slot Operations,
Pechanga Resort & Casino
When it comes to networked gaming, the question no one seems to ask out loud is, why? Why is everyone seemingly so excited about network gaming? Profit has always been an important driver of products in this industry, so where’s the profit in a casino network that is expensive, complex, and takes real expertise to design and install? Can you quickly name a killer app or product that takes advantage of network gaming? Does this all remind you of the dot.com bust of the ‘90s? (“I know they don’t make any money, but look at the stock price!”) Maybe you are still smarting over the $600 you spent last year for an HD-DVD player that now sits out in the garage on top of your old Betamax? Is there a 12-step program for early adopters?
We think the problem with this whole issue is that instead of talking about solutions and products, this entire subject got side tracked from product ideas into protocols and system issues. How far would Edison have gone with his light bulb if he began by pitching “power grids” instead of illumination?
The vendors did try. Server-based gaming and/or networked gaming was originally hyped as a solution to demand and yield issues that face us everyday. “Need more 5-cent poker machines mid-week but want to trade them for $1 reel spinners on the weekend. No problem! Server-based gaming can deliver.” At first this seemed ideal, but then the “downloadable games” concept cooled somewhat in the mind of slot directors and regulators when it wasn’t deliverable. When combined with some initial weak public reaction to some products (Guaranteed Play), many operators simply turned their back on the entire subject of network gaming and filed it in the drawer marked, “Get back to me in two years.”
We think that would be a big mistake. Despite the statements above, network gaming does have some solid and workable concepts today, and there are some valid reasons why the engineers keep talking about infrastructure first. Consider the example of the crude networks we have today. After years of intellectual property battles, we are saddled with a “Tower of Babel” technology mix that requires major re-writing of code every time new peripheral hardware is added or a new provider wants to link its software. The dominant slot machine protocol (SAS) is proprietary to a single company (IGT), and while it works fairly well, you don’t get real enthusiasm from the competitors with such arrangements. The solution is already in the works with the adoption of GSA standards by virtually all manufacturers. New hardware released today meets most of these standards or can be easily upgraded. We are now headed down the path to transparent compatibility—almost.
As mentioned above, the real test is the player’s acceptance of network gaming products. But there is a critical step in between that we think deserves some attention. While GSA will show the way for manufacturers and providers, individual casino operators are still on their own with network design. In other words, we may be able to purchase products with the horsepower of a powerful locomotive, but the train won’t go very fast if we don’t lay the proper tracks. There are way too many analogies in this story already, but this one certainly applies.
We all have at least one network gaming solution at work today: the basic slot system. It has a high degree of integration, communicates with hundreds of connected devices and a handful of outside applications. Your system probably does most of the basics. If you’re lucky, it does them well. But these systems (unless they have been rewritten recently) show their age when you start looking to plug in features that have proven to add value like streaming hi-def video, floor-wide progressives, cashable and noncashable credits and integrated business intelligence. If you haven’t faced this already, you’re in for some surprises when you learn that scalability and security weren’t major considerations when you did your original network. The basic architecture of these systems was designed when hoppers ruled slots, not tickets. Five credit games were “high coin”, and “high definition” video meant segmented lines that spelled out numbers and letters that were legible.
Today, you need a new network based on Ethernet, not serial protocols. This is not as daunting as it may seem. Several other industries (notably banks and financial institutions) have led the way in high-volume, high-dollar transactions over secure networks. Your work is easy; just build your network using enterprise-class equipment and modeled around industry best practices and standards. Sadly, in our gaming history homegrown solutions, propriety software, and a jumble of hardware were celebrated over implementing standards. Today that is changing because the old ways simply won’t work. Buy the right components, hire or rent some experienced gaming network designers, and you’re done. If you don’t have the talent to do this in-house, the network vendors will supply a list of gaming-specific consultants happy to ease your pain. We should be concentrating our talents on innovative ways to serve the guests, not to re-invent the network.
Despite the comments above about a lack of killer applications for network gaming (the common perception), we are enthusiastic about some of the ideas coming off the drawing board today. Shared and adaptive bonus products from WMS have already shown great potential; interactive communication with guests using IGT’s Service Window is impressive; and Bally’s Display Manager is such a simple concept of using standard video screens to totally customize your content (without encountering regulatory roadblocks) that it is a real breakthrough.
There are just a few more ideas that we can’t wait for:
1. Individually customizable games (think of web “avatars” or custom homepages on your slots).
2. Innovative sales opportunities (like gift-card kiosks selling slot credits).
3. Slot paytables that automatically change hit frequencies and volatility based on past player patterns.
4. A reworked guaranteed play model that allows travel and vacation resellers to bundle slot or table game play in all-inclusive get-away packages.
5. Flexible slot and table game tournament concepts that can add more ways to win and generate additional excitement with existing products.
Build a good network and this hype will turn to profit sooner than you might think.
Nick Micalizzi
Vice President of Sales & Marketing
FutureLogic
Our commitment to server-based gaming is yet another example of how FutureLogic has evolved into more than just a TITO printer company. Game peripherals have very special requirements in this new environment. Most importantly, they must be downloadable and secure. So, in addition to developing technologies that improve reliability, add value and expand printer functionality, our research and development is currently focused on the system interface.
FutureLogic’s GEN2 Universal™ printer exemplifies our ability to anticipate trends and work with OEM customers to enable new technology. This printer is server-based ready and supports both SPC (IGT) and GDS protocols, providing a migration path for the next generation of networked games. The device incorporates three game communication ports—RS232, NetPlex and USB 2—and also supports promotional couponing, which along with server-based gaming, will provide the next big lift in the gaming industry.
A Cost-Effective Casino Marketing Solution
The Gaming Standards Association (GSA) is working with peripheral equipment manufacturers to develop standards for promotional couponing technology, and as a member of this organization, FutureLogic actively participates in the development of communication standards and reference designs and chairs the Gaming Device Standards (GDS) committee. We are also working closely with game manufacturers to satisfy their new design requirements for printers.
Adapting existing systems infrastructure to incorporate promotional couponing capability is just one of the ways that FutureLogic is working with casinos to increase the effectiveness of their real-time marketing campaigns.
Having helped pioneer couponing technology in grocery stores more than 20 years ago, FutureLogic has a distinct advantage in the promotional couponing arena. It’s an advancement that we believe will once again revolutionize the casino environment, this time in terms of player loyalty and reward programs. Using TITO printers to deliver marketing messages directly into players’ hands will enable targeted, player-centric marketing campaigns.
By directly linking promotional campaigns to specific player actions, activities or behavior, the printer becomes a multifunctional marketing tool. This technology allows casinos to automatically trigger a marketing campaign based on game play metrics, player tracking information, POS systems and redemption terminals. For example, a player who has just hit a number of predetermined triggers may be issued a barcoded voucher that can be used for additional play, played at another machine or redeemed at any of the bars or restaurants within the resort.
The PromoNet™ couponing solution is a template-based system that helps casinos design and manage a wide range of promotional campaigns from the convenience of a workstation PC, turning ordinary slot tickets into colorful, eye-catching coupons.
The PromoNet Campaign Management Tool lets casino marketers quickly create multiple graphic coupons, using a second color and a variety of font styles and sizes to enhance the appearance and effectiveness of coupons. Once the coupons have been designed and the campaigns defined, the promotional database can be uploaded to the promotional server and then downloaded to specific gaming machines.
All GEN2 Universal printers are equipped with a USB communication port and require only a firmware upgrade for GSA compliance. This approach lets casinos leverage existing GEN2 Universal hardware across the casino floor, eliminating the need for costly modifications to printers and/or communication protocols.
By using a secure system approach, the PromoNet couponing solution ensures that casino servers are in full control of all communication with the printers and cashout tickets. It also offers casinos of any size a flexible, cost-effective, real-time method for delivering targeted promotional campaigns.
As nongaming revenue becomes more important to casino resorts and complexes, linking reward programs across multiple leisure experiences, as well as across casino floors, has become an important initiative for marketers. The ability to issue a player a barcoded voucher that can be used for additional play, played at another machine or redeemed at other venues within the resort helps casinos attract and retain customers.
Moving TITO to Table Games
FutureLogic’s latest development in the evolution of cashless gaming solutions is the TableXchange® printer/scanner. We first showed this device to our EGM and casino customers at G2E last November to get their input and feedback, and we were very pleased with the excitement it generated.
We expect TableXchange to revolutionize casino operations by making it possible for players to use cashout vouchers at table games. The device will also have the ability to scan player’s club cards so that members can receive loyalty points at table games the same way they can at slot machines.
TableXchange will enable casinos to connect table games to their existing network and provide a common currency across the casino floor. It also will create a bridge between slots and tables and help casinos identify valuable crossover players. We believe the device will also help streamline casino operations by virtually eliminating the need to replenish chips at table games.
In addition to providing the most versatile, innovative hardware and software solutions, our management structure reflects our goal to be our customers’ best printer resource. Choosing FutureLogic is not just about specifying a reliable, high performance product— it’s also about the world-class support behind the FutureLogic name, be it rapid turnaround on ticket design requests for a casino opening or on-the-ground support for major TITO trials and installations.
By delivering the technological expertise and customer support required to advance the evolution of cashless technology, FutureLogic has become a leading peripheral supplier in the gaming industry. Our mission is to provide “tomorrow’s innovative printing solutions today.”
Sim Bielak
Vice President of Sales & Business Development – Gaming,
Crane Payment Solutions
The past decade has shown us many new enhancements and efficiencies on the casino floor, but perhaps none as significant as the much talked about, although less anticipated, server-based gaming (SBG) network environment.
OEMs and peripheral suppliers are working diligently to conform to the Gaming Standards Association (GSA) and its members’ adaptation of its newest open standards architecture while at the same time ensuring its products are secure.
In this economically uncertain time, casinos are looking for efficiencies to assist them and their operations in any and all areas. The ability to manage their floors more efficiently with remote downloads for their devices and peripherals is something that is very appealing, provided the implementation is smooth on all fronts. In addition, operators are looking to generate more revenue by learning more about their players. SBG will deliver a new dimension of CRM tools: the ability to offer players the products and services that they want, when they want them.
Many properties are still living in the analog age. Conformity to SBG will require some significant investment and will likely transition over a period of time. Newer properties, such as MGM MIRAGE’S CityCenter, have announced that upon opening they will be completely networked. It will be an open system, which means machines from any OEM will be able to connect to the network.
Part of the machine integration is the peripheral integration. CashCode, which has been part of GSA since its inception, has followed GSAs initiatives for some time. Now part of Crane Payment Solutions, the newly launched CashCode one™ bill validator was designed with the networked gaming floor of the future in mind. It has the capability to support a channel of communication simultaneously, which means it can talk to the network and provide critical performance/transactional data in real time while communicating to the host machine for the required functions of game play.
Crane Payment Solutions is looking to leverage its technology to help OEMs create greater operational efficiencies by utilizing features, such as remote network updates for new bills, as we currently do in other vertical markets, such as retail. This will bring significant cost savings and efficiencies to the operator.
For those existing analog sites where SBG is in transition mode, the CashCode one™ is able to support the current legacy protocols being used in gaming machines and at the same time can support new USB protocols, such as GDS, that are more suited to a networked floor functionality.
Crane Payment Solutions’ management toolkit includes its BlueChip™ technology, which allows for updates to software and/or firmware via the network, directly from the CashCode secure site.
Within the networked environment, operators will be able to be able to interrogate and update the CashCode one™ bill validator in real-time, giving them information and efficiencies that aren’t realized today. With the current economic environment, this type of technology can make a significant difference to the bottom line, not just more money in the cashbox—that is a given with the CashCode one™.
Bob Mackenzie
Director of Engineering,
MEI
Technology drives progress in the gaming industry. One of the primary reasons for this is the commitment to invest in the development and implementation of new technology.
These are extraordinarily difficult times economically. And while caution is to be expected, the gaming industry will continue its reliance on technology to build efficiencies that improve the player experience and increase profitability.
Network gaming can be defined in many ways. Within those numerous definitions are opportunities for MEI to become more integrated into a casino’s operation, leveraging expertise in note acceptance and security to build comprehensive solutions across the entire operation.
MEI EASITRAX Soft Count, a faster, more efficient way to manage cash drops and evaluate data from slot machines, ties together the entire slot floor into a database that can be networked to multiple locations. Information collected in the CASHFLOW SC bill validator is translated into nine pre-defined reports that monitor slot performance while helping operators track cash drops and eliminate unnecessary fines.
As proud as we are of EASITRAX Soft Count and the benefits it offers operators, the industry’s focus on a network solution is the promise of server-based gaming. Speculation has varied on what this will offer the industry and how fast it will be implemented.
Philosophically, MEI will rally around any technology that is in the best interest of our customers—both manufacturers and operators. Our success as a company is tied to the industry’s ability to be profitable and continually invest in new products. So MEI will enthusiastically support the customization of the player experience as a means to build loyalty and increase revenue.
Functionally, as slot machines become part of a networked floor, MEI has already made tremendous progress in preparation for the transition. As a supplier of electronic peripherals, we have become adept at integrating our product into hosts with varying features. The transition to networked gaming will surely bring new challenges. But MEI will be ready, having prepared for new protocols and additional connections in advance of wide adoption of this exciting new technology.
We’re fortunate that our strong relationships with game manufacturers and other peripheral providers have created insight into the requirements and potential of networked gaming. And, ultimately, the collective effort to implement this type of technology will lead to standards that will benefit the industry for years to come.
At MEI, we’re very proud of our contribution to the gaming industry. CASHFLOW SC and now EASITRAX Soft Count have redefined the performance expectations from manufacturers of bill validators. The ability to participate in the early stages of server-based gaming has provided another opportunity to increase our role within gaming.
So it is with great anticipation that we watch the adoption of server-based gaming, and other networked solutions, in casinos around the world. We look forward to leveraging our experience, which is built from the production of more than 3 million note acceptors over three decades and the knowledge that has resulted, to benefit early adopters in this brave new world.
Kunal Mishra
Director of Product and Business Development,
JCM Global
JCM Global has been leading the industry in peripheral products since we first introduced the embedded bill validator in the early 1990s. Since then, our company’s philosophy has been to create and provide innovative solutions that see past today—that anticipate customers’ needs and function in today’s environment, with an eye to the future. In that respect, networked gaming fits perfectly with JCM’s company philosophy because the technology is forward-looking, creating new opportunities and ideas.
JCM’s mission has always been straightforward: to provide best-in-class products that help our clients increase their bottom line. To assist us in that mission, we have recently created a technology roadmap for our products. Having a roadmap allows us to work with our partners in creating a casino floor with optimal efficiency as far as currency capture is concerned.
JCM has a long history in currency validation and gaming. Our management team has individuals with significant experience and success not only in currency validation but also in the slots and systems business. Our focus is not just how to build the best validator, but how to build the best solution for our clients.
JCM will provide a solution that works in both serial and networked environments. Most importantly, our products provide a bridge for clients migrating from one environment to another, without the forklifting of the equipment. As with most technology, to get the biggest feature set, a networked environment will be needed.
JCM is ready for networked gaming. Various providers of networked gaming have already showcased our solution at tradeshows. That being said, the most important resource we can offer our clients is our product planning. Good product planning allows for clients’ needs and wishes to be incorporated in defined phases. As networked gaming evolves, it is important for all customers to know JCM delivers the best products and also offers them the most flexible solutions.
With networks opening up, JCM products will allow for increased capture of revenue while streamlining efficiency for the operators. To accomplish these goals, we will provide solutions to enable them to ensure their validators are running at peak efficiency. Further, we have investigated the currency flow process and are working on ways to make that process more efficient by developing software solutions that take advantage of the networked gaming architecture.
We are proud of our long history in GAMMA/GSA. As a longtime member company, we were supportive of the visionary protocol development that has brought the industry to this precipice. It’s an exciting time in the industry, and we are very proud to have been a part of its development.
Tracey Chernay
Senior VP of Sales and Marketing,
TransAct Technologies
With the current economic realities, budgets are tighter than ever and the technology decisions made today must be strategic in nature. This reality forces vendors to ensure that the products available are reliable and cost effective for today, in addition to positioning the operators for the future. Combining this with the imperative that technology implementation should be seamless to casino operations and provide a consistent experience for casino patrons, and the challenges are even greater.
TransAct Technologies produces printers that are flexible for today’s numerous markets and jurisdictions. TransAct strives for excellence through innovation and understands that operators are looking for the best value in terms of upgradability and a clear migration path to server-based gaming and promotions at the game.
The introduction of ServerPort ™ at G2E 2008 in Las Vegas exemplifies TransAct’s dedication to understanding customer needs. ServerPort provides a clear upgrade path to server-based gaming and the delivery of promotions and coupons to the game. ServerPort upgrades existing Epic 950® printers and turns them into even smarter printers that allow operators to monitor printer events, configure the printer for special functions and print promotional offers at the gaming machine.
“The beauty of the ServerPort device is that the operator doesn’t need to buy all new printers for the casino floor,” says Tracey Chernay, TransAct’s senior vice president of sales and marketing. “The ability to upgrade existing Epic 950 printers to provide the best printer features of server-based gaming, like promotional offers and downloadable firmware, differentiates the Epic 950 and ServerPort and ensures our customers are able to maximize the return on the printer investments they have made.”
TransAct has further demonstrated its ability to meet market needs with the introduction of the Epic 880™ thermal roll printer. With its compact form factor, ease of integration and competitive pricing, the Epic 880 is suited for gaming applications such as video lottery (VLT), fixed-odds betting (FOBT), amusement with prize (AWP) and skill with prize (SWP).
The Epic 880 is packed with features and functionality, such as an easy-opening clamshell that provides effortless paper loading. It supports variable-length receipt printing of up to 10 inches for extreme flexibility in printing options. In addition, it provides a built-in path for a ticket to be retracted back inside the game in the event that a player does not take the ticket. The printer is self-contained, with an electronics base built into the printer and an adjustable paper spindle for maximum flexibility in paper roll positioning.
The timeframe for implementation of future technologies will vary from market to market and from operator to operator. The common theme, however, is a pragmatic approach to vendor product development and operator implementation. The days of prototype implementation and lengthy field trials may not be over, but during these challenging times, proven technologies that position operators for the future are more than just prudent, they are necessary.
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