The gaming industry is grappling with the challenge of introducing new experiences to casino gamblers, especially younger players.
Lloyd Robson, General Manager for Asia at Aristocrat Gaming, and Ken Jolly, Vice President and Managing Director for Asia at Light & Wonder, both addressed these issues at a panel session held today at G2E Asia, emphasizing the role of technology and innovation in their strategies.
Robson mentioned exciting developments in personalized technology. “Similar to online shopping platforms like Amazon, once players log in some information, we can provide recommendations for other games on the floor that they might enjoy. This is an exciting piece of technology we’re looking to implement.”
Ken Jolly discussed the integration of advanced technologies, particularly AI, in the gaming industry.
“I’ve always said that gaming industry technology typically lags behind general technology in other industries. However, there’s now much more AI integrated into our systems, providing valuable player data and insights,” Jolly remarked.
Jolly emphasized the benefits of real-time data tracking. “We can now get play-by-play data and real-time insights. This allows us to understand what players really want and implement new features accordingly. AI programs in our systems are incredibly beneficial for operators and us, as we can leverage the data to enhance the gaming experience.”
He also stressed the importance of a seamless player experience. “Players shouldn’t have to register to join a club manually. There are systems now that recognize card players automatically. Similar to booking a hotel or restaurant online, gaming environments should offer convenience through technology,” Jolly said.
Lloyd Robson highlighted the difficulties mainland Chinese players in Macau face in understanding how some slot machines operate.
“The main feed of the Macau market is the mainland Chinese, and their lack of understanding of how a slot machine actually works is significant,” Robson stated. “Market research has shown that many of them don’t even know where to insert money into the machine.”
To tackle this, Aristocrat Gaming is focusing on using technology to educate players. “We’ve been thinking about how we use technology to work with operators to educate players on how to buy and consume gaming experiences. The goal is to create an environment where they can learn comfortably,” Robson explained.
Attracting Younger Demographics
Both industry leaders highlighted the need to attract a younger demographic to the casino floors. Robson noted the demographic gap, stating, “The player base for slot machines is a bit older. We’re always thinking about how we can partner with properties to bring in a different generation of players.” He pointed to successful collaborations, like their work with the NFL in the US, which has drawn a younger crowd.
Jolly echoed this sentiment, acknowledging that traditional slot machines appeal mainly to an older demographic.
“Slot machines have traditionally been the same for many years. Now they have more features, but we still need to find ways to attract the younger generation,” Jolly added. He suggested that improving the casino environment and offering innovative game designs could make the experience more appealing to younger players.
In conclusion, both Robson and Jolly see technology as a key factor in educating players and enhancing the overall gaming experience. By leveraging AI and personalized technology, operators now aim to bridge the demographic gap and create a more engaging and efficient environment for all players.
