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Social Gaming Technology:
Building a Winner
Robert Melendres
Executive Vice President
IGT Interactive
Matt Davey
CEO/Owner...
Social Gaming Technology:
Building a Winner
Social Gaming Technology:
Building a Winner
Social Gaming Technology:
Building a Winner
Reverse Engineer Your Success
The Peak Gaming Group ideology in its consultanc...
Social Gaming For Casinos
It’s on every casino
marketer’s whiteboard today.
Social
Gaming
Social
Gaming
????
????
Social Gaming For Casinos
But what is social gaming &
why do they need it?
• 830 US casinos with w...
Social Gaming Only Option For Most
Yet online &
mobile player
interaction is
legally limited to
social or free
gaming in a...
Big Revenue? That Ship Has Sailed!
That “Big Revenue” Ship Has Sailed!
Individual & Medium sized US Casino firms:
•Too many sophisticated & established B2C
c...
Then Why Utilize Social Gaming?
Extension of Existing Marketing Initiatives:
Then Why Utilize Social Gaming?
Extension of Existing Marketing Initiatives:
Then Why Utilize Social Gaming?
Player Loyalty & CRM Tool
•Online & Mobile access to player loyalty
account (including tar...
Then Why Utilize Social Gaming?
Games designed to award
prizes that are redeemed
on property.
Then Why Utilize Social Gaming?
Player Acquisition Tool
•Generate new players club accounts because
social game prizes red...
The Debate: Build, Buy or License
Own Player Data – Not Operations Costs
• Developing and optimizing social game
economy i...
Buyer (and Licensor) Beware
Make Sure Game Provider’s Interests Are Aligned
• Player UI experience must drive
your brand, ...
Buyer (and Licensor) Beware
Make Sure Game Provider’s Interests Are Aligned
• Player UI experience must drive
your brand, ...
Summary of Social Gaming Strategy
A USA Casino’s Social Gaming Must …
•Be deeply integrated into player loyalty programs
•...
Same Game, Same Math
Virtual to Real
REACH
RETENTION
REVENUE
Virtual to Real
Same Game, Same Math
Social Gaming Technology
Building A Winner
Bryan Kelly
Senior Vice President Technology
Bally Technologies, Inc.
The Trans...
Casino Controlled Virtual Currencies
Player’s
Online
Wallet
Casino
controlled
settings for
players to
re-fill and
purchase...
For Virtual Currency Play & RMG
Rewarding Actions:
 Visits to Website
 Use of Mobile App
 Player Card Signups
 Complet...
The Mobile Solution
Games: Free, Freemium & Wager-Based
Mobile iGaming Platform
Supporting Bally & 3rd
Party
HTML5 Content...
Casino Floor Integrated with Facebook™
• Players Can Share Screen
Captures Of Bonus Game
Wins On The Casino’s
Facebook Pag...
Casino’s Facebook Page
28
The “Social EGM” & Team Play
THANK YOU
Convergence
Where Are The Players?
What Are They Doing?
How Do I Engage Them?
Land Based
Casino
Mobile
Devices
Social
Game...
How Do I Engage The Player
• Build an Online Player Community
• Provide a Valued Experience
• Available Anytime, Anywhere ...
Provide a Valued Online Experience
• Your Brand
• Compelling Online Game Experience
• Responsive Design
• Individualized E...
Compelling Online Game Experience
• Delivered Across All Channels & Platforms
• Authentic Gaming Experience
• Meta Game Me...
Delivery Across All Channels/Platforms
• Build Your Own B2C
• Affiliate to Existing Online Game
• B2B ‘white labeled’ solu...
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G2E Social Gaming Technology- Building a Winner

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Peak Gaming Group’s methodology in its consultancy is to act as a “Matchmaker” or “Translator” of online gaming supplier’s language to brick and mortar casino operators, and vise-versa.

With our extensive experience and multi-discipline expertise, we help both software developers and land based casino operators find the perfect match which best suit their needs in the iGaming space.

Published in: Entertainment & Humor
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  • Transcript of "G2E Social Gaming Technology- Building a Winner"

    1. 1. Social Gaming Technology: Building a Winner Robert Melendres Executive Vice President IGT Interactive Matt Davey CEO/Owner NYX Gaming Group Bryan Kelly Senior VP of Technology Bally Technologies, Inc. Rob Gallo President/CEO Peak Gaming Group Panelists Moderator Bob Hays VP & Managing Director Williams Interactive
    2. 2. Social Gaming Technology: Building a Winner
    3. 3. Social Gaming Technology: Building a Winner
    4. 4. Social Gaming Technology: Building a Winner Reverse Engineer Your Success The Peak Gaming Group ideology in its consultancy is to “Reverse Engineer Your Success”. In simple terms, the online gaming and social gaming markets are a veritable maze with endless choices and countless variables at every turn. Some are dead-ends, and other are mere distractions. Our philosophy is to start from where our client wants to be, and work backwards developing a step by step plan to get there. Instituting milestones and KPIs along the way so you can effectively stay on track.
    5. 5. Social Gaming For Casinos It’s on every casino marketer’s whiteboard today. Social Gaming
    6. 6. Social Gaming ???? ???? Social Gaming For Casinos But what is social gaming & why do they need it? • 830 US casinos with websites • Only 70 have some form of online gaming today
    7. 7. Social Gaming Only Option For Most Yet online & mobile player interaction is legally limited to social or free gaming in all but 3 states today (NV, NJ, DE)
    8. 8. Big Revenue? That Ship Has Sailed!
    9. 9. That “Big Revenue” Ship Has Sailed! Individual & Medium sized US Casino firms: •Too many sophisticated & established B2C competitors in the space •Regional casino interests dwarfed by competitors’ national and global marketing efforts •Expected revenue from regional player base is insignificant to land based operations (until RMG).
    10. 10. Then Why Utilize Social Gaming? Extension of Existing Marketing Initiatives:
    11. 11. Then Why Utilize Social Gaming? Extension of Existing Marketing Initiatives:
    12. 12. Then Why Utilize Social Gaming? Player Loyalty & CRM Tool •Online & Mobile access to player loyalty account (including targeted offers & coupons) •Save thousands on direct mail costs via players opting into e-delivery while being more “green”. •Games extend brand into the player’s household and remain relevant when off property
    13. 13. Then Why Utilize Social Gaming? Games designed to award prizes that are redeemed on property.
    14. 14. Then Why Utilize Social Gaming? Player Acquisition Tool •Generate new players club accounts because social game prizes redeemed on property requires loyalty club membership •Establish relationship and grow online database in preparation for RMG •Connect with tomorrow’s 65 year old (today’s 40 to 55 year old) via the mediums they are comfortable using today
    15. 15. The Debate: Build, Buy or License Own Player Data – Not Operations Costs • Developing and optimizing social game economy is not primary business or skillset of casino staff • Outsource IT infrastructure & hosting where feasible without compromising player data security or ownership • Don’t burden existing CS staff with online gaming support • Join network to avoid liquidity concerns
    16. 16. Buyer (and Licensor) Beware Make Sure Game Provider’s Interests Are Aligned • Player UI experience must drive your brand, not game provider’s
    17. 17. Buyer (and Licensor) Beware Make Sure Game Provider’s Interests Are Aligned • Player UI experience must drive your brand, not game provider’s • Many games are designed to maximize online revenue not return visits to your casino. • Utilize social friction not real world wallet friction and no false odds to increase revenue conv.
    18. 18. Summary of Social Gaming Strategy A USA Casino’s Social Gaming Must … •Be deeply integrated into player loyalty programs •Provide all the benefits of a custom branded white label experience without the operational headaches, costs and liquidity concerns •Establish relationship and grow online database in preparation for RMG •Connect with tomorrow’s 65 year old (today’s 40 to 55 year old) via today’s technology
    19. 19. Same Game, Same Math
    20. 20. Virtual to Real REACH RETENTION REVENUE
    21. 21. Virtual to Real
    22. 22. Same Game, Same Math
    23. 23. Social Gaming Technology Building A Winner Bryan Kelly Senior Vice President Technology Bally Technologies, Inc. The Transition from Free to Cash Play
    24. 24. Casino Controlled Virtual Currencies Player’s Online Wallet Casino controlled settings for players to re-fill and purchase virtual currencies iGaming Platform
    25. 25. For Virtual Currency Play & RMG Rewarding Actions:  Visits to Website  Use of Mobile App  Player Card Signups  Completing a Survey  Buying Virtual Credits  Playing Games  Watching Videos  Facebook Liking  Social Sharing Rewarding Internet & Mobile Use With Land Based Games & Loyalty Points Earn Eligibility iVIEW DM on Casino Floor
    26. 26. The Mobile Solution Games: Free, Freemium & Wager-Based Mobile iGaming Platform Supporting Bally & 3rd Party HTML5 Content & Social Hooks™ Mobile Casino Mobile Resort App
    27. 27. Casino Floor Integrated with Facebook™ • Players Can Share Screen Captures Of Bonus Game Wins On The Casino’s Facebook Page • Minimum Win Value Can Be Set So That The Sharing Button Is Only Presented When Win Amount Meets That Value • Provides Viral Marketing Share Bonus Game Wins Casino Floor iVIEW DM
    28. 28. Casino’s Facebook Page 28 The “Social EGM” & Team Play
    29. 29. THANK YOU
    30. 30. Convergence Where Are The Players? What Are They Doing? How Do I Engage Them? Land Based Casino Mobile Devices Social Game Desktop PC
    31. 31. How Do I Engage The Player • Build an Online Player Community • Provide a Valued Experience • Available Anytime, Anywhere and Any Way • Single View of the Player Across Channels • Business Analytics
    32. 32. Provide a Valued Online Experience • Your Brand • Compelling Online Game Experience • Responsive Design • Individualized Experience • Constant Development & Improvement
    33. 33. Compelling Online Game Experience • Delivered Across All Channels & Platforms • Authentic Gaming Experience • Meta Game Mechanics • Rewards, Recognition & Promotion • Social Media Delivery
    34. 34. Delivery Across All Channels/Platforms • Build Your Own B2C • Affiliate to Existing Online Game • B2B ‘white labeled’ solution • Incorporate ‘free-play’ Content to Existing Delivery
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