Using data to make machine purchases Gaming Purchases Using data to make machine purchases

Review We have already discussed a few things in detail: Don’t just look at one month – follow the trends Use more than just a monthly ranking report to build a picture you can use to inform your decisions In your data analyse performance of manufacturers, product types, denominations, product types (SAPs/links)

Review Tackle the tail: But watch for SAPs and links that are dropping below average – they may be returning less net than a S/Alone game on the bottom of the turnover ranking Most of the tail will be standalone games If you just keep replacing standalone games with SAPs you will be effecting your retained %

Get data from everywhere Knowledge is power: Maxgaming – daily/monthly game performance PKF – quarterly reports Call other managers – don’t just ask about game performance because every club is different. Ask who is playing. Go to the casino – games are released early there. Watch who is playing. Use the reps

Personal Expertise Learn the games/ features: Analysing gaming data is part of the story. Build up knowledge by constantly asking questions Build up knowledge by playing the games at the same rate as players Do you like it? Why? Watch who plays so you get a feel for the market for each game. After a while you will be able to identify clones easily and know their market fit

What’s gaming about? Half maths, half aesthetics: Analysing gaming data is only part of the story. Art Game feel – if you can’t work out which buttons to push the players won’t either Remember to add the personality back into it – who is playing, who are the players I want to interest?

Game variety Over-analysing data misses vital information: Game clones – can be positive and negative Reduces choices for players on the floor Can impact buying choices. e.g. 5 Dragons standalone Vs 5 Dragons in a multigame pack Every manufacturer has great games – for most clubs you can get the best few from every manufacturer to increase game variety

Hotspot charts Floor hotspots: KIS - Just do 25% breakdowns Treat smoking/non-smoking as separate areas Don’t just look at a poor performing area and plonk new product in…look at who’s playing and make sure the games in the area are appropriate

Floor balance matrix So simple but a very powerful gaming analysis tool Use it for anything – products, denom, specific game types

Fallback Positions Even armed with all this data you will sometimes pick a dud game: Make sure there are game conversion options available Talk to the rep about warranties when you buy Don’t get bogged down with indecision…Just buy!

Machine Capex - Approved Pre-Approved capex budget: No matter how big or small, every club should be able to define a capex budget at the beginning of each year. In my experience, it works best when that is submitted to the board. Approval process becomes – tick and flick for machines already on the capex Include new machines, conversions, and payment plan options Doesn’t require game or even supplier details – just numbers & costs

Machine Budgets When to buy: Load your buying to match game release cycles: AGE (August) and QLD Show (March) Manufacturers release new games around these schedules and they are 6 months apart. – warranties Generally no point in buying mid December to February

Game change cycles Maintain a pattern your customers get used to: Medium-large clubs would make monthly changes but even smaller clubs should be able to freshen up games every 3 months. * As much as possible – maintain variety or some suppliers will drop (which means you lose money) when others are improved

The power of reps! Ask questions: Find out what a new game is based on – clones, do you have it on your floor and does it work? They want to sell you the best they have – tell them as much as you can: - which players are you chasing - where you want to put the new machines/games - how much can you afford - give them rankings – they don’t want their product in the tail

The power of reps! They have more margin to play with when you purchase: Ask for conversions for older product when buying machines Give them your rough buying plan at the beginning of the year (verbally!): If they know you will be buying later in the year they can give you a better deal now – but don’t lie Get as much data as you can from the reps All the suppliers have their own performance charts

Game types: What to buy right now? Don’t go overboard with SAPs – watch performance Look at purchasing small links to add variety Multigame Vs Single Game Review your denomination mix Use more than just your turnover ranking report

Keep up to date with product lines from all manufacturers. Variety is an important factor in gaming. Meet as many player markets as you can with your game choices. Keep up to date with product lines from all manufacturers.

Justine Channing Available to complete: Gaming Floor Health Checks Director and Gaming Specialist Contact: 0418 260 856 justinechanning@optusnet.com.au Director and Co-Founder Contact: 0418 260 856 justine@thedrop.com.au Available to complete: Gaming Floor Health Checks Monthly Gaming Reports Independent - Product purchase advice and planning Work History Gaming Manager – many clubs and hotels Product Manager – IGT and Aristocrat Gaming Consulting