1. CHANNING
O’HALLORAN
T O P I C T A L K
2018 GAMING SUMMIT

2. Current Gaming landscape
Manufacturers performance and outlook
What is the market appetite for recurring revenue models?
More cabinets, more platforms more often – what do venues want?
- Game supply for new cabinets

3. Legislative and Economic influences
What external economic forces do you monitor that can affect venue performance?
What are the legislative items that can be changed?
Max bet, max prize – fresh discussion in NSW around $1 maxbet
Operating hours
Promotions
Loyalty programs
Game guidelines

4. Player engagement and RTP
What impacts carded play and where is it trending
– 50% benchmark
Links – proprietary and in house trends
Flexibility
- Market (player) specific

5. Player engagement and RTP
RTP trend lines
Link and SAP not much change in last 5 years
S/alone returning less: old games/less interest/less churn

6. Trends and technology
End of Life, cost of systems, accelerated technology
Gaming is not going to get cheaper
Moore’s Law
Cat 5 – 6 – 7 – Fibre
TITO – Cashless – Near field
LEDs – Screen on Screen - LCDs
Transactional technology, back of house efficiencies
Time on Device - paytable reversed
Where is the personal touch?
Skill based gaming

7. Loyalty and Gaming promotions
What works, where does it go?
Promos – strategic Vs surprise and delight
Related to customers wants – not “easy for club”
Rising cost of loyalty
Old strategy - Use tiered loyalty card as a discounting tool– big hit on bottom line
New strategy - ghost tiers/surprise and delight
Linear vs non Linear approach

8. Loyalty and Gaming promotions
Focus on the true value of each tier
Follow the $$$money when designing promotions

9. Loyalty and Gaming promotions
Recent studies are showing people focus more on:
symbols of belonging
experience is worth more than points
Studies on loyalty programs show that people hold around 10 loyalty cards and no more
Must offer customers a unique value proposition - most clubs offer exactly the same rewards
Points accrual rates and point spend rates are two different buckets

10. Loyalty and Gaming promotions
Loyalty ROI
Measure RETENTION
Measure LIFT
Measure SHIFT
Pros and Cons

11. Analysis of performance
What is important? Do the old analysis methods stack up?
TO becoming important again – new games designed for TOD
What numbers are important?
TO, Net, median, mean, cabinet age, product types, floor areas, top tiers (visitation, spend), anything to do with customer habits (M/F, customer age, time of day)

12. Analysis of performance
How are numbers related
What numbers point to external forces?
Why is ‘time of day’ performance important?
- market segmentation

13. Gaming strategy and execution
Who are the venues to look at? What other markets are relevant?
Why adopt a ‘Gaming Team’ approach?
What does a 12-month plan look like?
What triggers a change and update?