It looks like the standard poker machine’s days could be numbered. The gaming floor of the future is likely to feature a more integrated entertainment experience, melding the real and online worlds according to senior gaming machine executives at the Australasian Gaming Expo last week.
Adrian Halpenny, senior VP Australia and Asia at Scientific Games said consumers are looking for a more integrated experience, including lounges and bars.
“Instead of a brand in a box, you can now have an area with multiple entertainment experiences, things you can’t get at home,” he said.
Damian Quayle, chief operating officer of gaming at The Star Sydney, said he was seeing more of a blend of the physical and online product, though he said skill-based gaming was still proving to be a challenge.
According to Quayle, the gaming product of the future isn’t going to be a clean gaming product, such as a standalone slot, or electronic table game, but it will be more of a blend.
Another challenge for game makers will be how to personalise the experience and how to add more interactive features that allows the customer to feel like they are in control. For Chinese players for example, being able to squeeze the cards in baccarat is a key part of the experience.
Quayle said makers need to examine how to include these features in slot machines.
The panel, part of the AGE seminar program, discussed the Gaming Product of the Future and included Neil Spencer, Managing Director, Gaming Consultants International (Moderator); Adrian Halpenny, SVP Australia & Asia, Scientific Games; David Punter, National Sales Manager, Konami Australia; Damian Quayle, Chief Operating Officer – Gaming, The Star Sydney; Paul Newson, Deputy Secretary Liquor, Gaming and Office of Racing NSW; David Ford, Commissioner for QLD Liquor and Gaming