The latest big thing or that tried and tested original theme? What’s best for slots?
Along with electronic table games, slot machines are pushing the boundaries of design and innovation, and, in doing so, are transforming the concept of casino gaming.
The ongoing evolution of slots has brought a raft of new technologies to the gaming floor, bringing a new audience with them. In recent years, video slots have overtaken mechanical reels, yet the niche popularity of the latter has prompted manufacturers to experiment with hybrid reels that incorporate elements of both. Video has opened the door to the introduction of movie clips and more sophisticated graphics, further enabling designers to develop immersive slot games that offer compelling visual content and sound effects.
At the same time, the integration of arcade-style game play and narrative game progression has taken slots into the realm of entertainment rather than simply gambling. It has also seen a significant increase in the number of licensed slot themes coming to market, with Hollywood movies and TV shows proving a natural fit for these new technologies.
However, as has been explored in InterGaming previously, simply acquiring the rights to brand does not guarantee success. It requires major investment, intensive development work and audience research. Some brands, after all, hold a special place in many players’ hearts. Original themes, on the hand, do not boast the same level of familiarity when launched as licensed brands but often appeal to more savvy players.
According to Jean Venneman, vice president of product management at Bally Technologies, whose company was one of the industry’s first manufacturers of slot machines, licensing brands for slot themes has several advantages for the industry. Bally’s latest licensed slot games include themes based on the music and videos of Michael Jackson and the hit movie Grease.
This feature can be read in full in the June 2012 issue of InterGaming magazine
