For casino market server-based gambling still in the cards

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worldcasinodirectory.comHigh-tech slot machines should obtain a big-shot in the arm with the opening of Nevada' CityCenter later this year. Still, a lot of rewiring remains to be done.nby Daniel Terdiman February 3, 2009 12:01 PM PST nFollow @GreeterDan nIn summer time of 2005, the casino industry was abuzz with excitement over what was then regarded as another good thing--server-based gaming, a major technological change in how slots work. nEssentially, this innovation was going to be able for the machines to present a wide number of games, all offered up from sources, and opted for immediately by players. This is a sea-change from the traditional model, in which a product had an individual game included in it. As a result, I wrote then, the technology was 'slated to be the biggest information at (the September 2005) World wide Gaming Expo (G2E) in Las Vegas, the casino industry's huge annual trade show.' nFlash forward, but, to the November 2008 edition of G2E, the place where a engineering panel entitled 'Server-based gaming: Beginning to start' offered a stirring discussion about the topic, and one which belied the powerful optimism of four years before. 'While it may possibly still be uncertain when and how server-based gaming will be introduced widely over the market and for the consumer,' the panel's explanation stated, 'the question of if it'll is not any longer.' nnLong regarded as another best part in the casino industry, server-based gaming might finally be ready for primetime. These machines, from WMS Gaming, are empowered with the technology, which allows individual machines on a casino floor to down load new games on the fly, as well as give the casino a method to offer participants promotions.n( Credit: WMS Gaming) nSo yes, the market was jumping the gun with its 2005 excitement. And obviously, considering the fact that background, any new passion must be seen through a notably skeptical contact. nBut now, business executives say, the time is finally right for sever-based gaming, and the first symptoms of the technology--albeit a brand new kind of it that's been altered significantly from what it was originally--may actually be coming. Another best part may finally be here. nThat suggests a bunch of new slot machine-based innovations may be on their way. Included in this, said Rob Bone, the vice president of marketing for WMS Gaming, one of the casino industry's big-four makers, is a community-gaming system which will allow multiple people to play games across a number of devices. And another, known as 'adaptive gaming,' is likely to make it easy for the machines to record a player's development and allow them rejoin their game, even in a different location. nFor each of the four producers, then, as part of a larger server-based gambling movement the innovations which will come are diverse and wide-ranging. At its core to-day, though, the technology is about systems by which the machines can talk to databases on back-room servers, rendering it possible to download new information and information to a device at any moment, if not to change the denomination of games on the fly to reply to casino job numbers. nThe world's first all-server-based gaming floornAnd if a new technology must be publicly rolled out with a splash, the casino industry could hardly have plumped for a better way to formally introduce server-based gaming for the world: CityCenter, a broad, $8 thousand, mutual MGM Mirage/Dubai World development project now under construction around the Las Vegas Strip that involves thousands of rooms in hotels, luxury condominiums and soccer fields' worth of casino space. And the world's first all-server-based gaming floor. nThis introduction, that may include 2000 machines, is slated for late 2009, and may, after all these years, finally pave the way for server-based gaming to become the new industry standard. nBut what caused the delay? nAccording to business professionals, not long following the 2005 G2E, there clearly was a major philosophical shift, in which the major vendors--International Game Technology (IGT), WMS, Bally Technologies, and Aristocrat--came to the conclusion, along side regulators, that as opposed to each trying to produce their own proprietary types of the technology, they would put their heads together and devise some new technology standards. n'In 2005, there have been no criteria, and no protocols through which we could generate support software,' said Javier Saenz, the vice president of product management for network systems at IGT. 'We needed to create practices, interfaces that worked, and some formalized technology.' nAround that time, then, a new standards human body emerged, the Gaming Standards Association (GSA), and what resulted were methods that would be able the casino employees to instantly tube in communications to players--promotional messages, updates of free buffets and the like--in pop-up windows around the screens, aside from which manufacturer's machines they were playing. Formerly, it'd not have been possible. nFor companies like WMS and IGT, this change in philosophy was nothing short of a significant retrenching, but one they felt they no choice but to look at. n'Pretty significantly, IGT had to.abandon all past growth that leveraged old, exclusive protocols,' Saenz said. 'It was an enormous undertaking.' nInstead, he explained, the four manufacturers have adopted what they call open networks, a new expression for server-based gambling constructed around systems designed to give casino operators the variety of new server-based technology they want, while also meeting the security and communications goals of the GSA. nGetting the criteria set up was step one, needless to say, and in accordance with Mark Lipparelli, an associate of the Nevada Gaming Get a grip on Board--which adjusts casinos in that state--they were applied in November of 2005, only months after that year's G2E. nThe larger problem, then, was how long it'd just take for the results of this standardization to manifest in industrywide roll-outs of server-based gaming. n'The common adoption and implementation of the protected network technologies,' Lipparelli said, 'may well be more of a market function.' nOne unanticipated--at the time, at least--result of the philosophical change is that the industry's major manufacturers attended around, for the very first time, to the understanding that their technology has to be interoperable, in at least some fundamental ways. If you have any issues about where by and how to use svenska casino (just click the following post), you can call us at our own web site. nBanking on customer loyaltynThese days, a big part of successful casino operations is most beneficial determining how not only to get a player to bring his / her money onto your floor, but also how to get that person to join your loyalty program and go back to among your qualities again and again. nFor organizations like MGM/Mirage, as an example, that kind of customer acquisition and retention is crucial, particularly in a town like Vegas, where in fact the giant currently owns ten main properties--including Bellagio, the MGM Grand, Mandalay Bay, The Luxor and others--and will soon open up City Center. Which makes it possible for its clients to play games and feel welcome and valued at every one of its casinos is just in regards to the most important thing MGM/Mirage or some of its competitors can do. nAnd that's why, while an IGT unit still won't run games from Bally--at least not any moment soon--the four manufacturers appear to came around to the thought that their technology had to give the casino operators a lot more control within the messaging people would see on those machines. nAdditionally, Saenz said, the gambling machines will require to be able to access the casinos' databases of customer names and information, regardless of who made the machine, so as to serve up information that's personal to each user. nnA schematic of a server-based gaming console from WMS Gaming.n( Credit: WMS Gaming) nBut even while giant businesses like MGM/Mirage obtain in to server-based gaming, the ownership of such models is going to be slow. nAs of to-day, Bone explained, WMS has about 1,500 server-based products stationed around the world. He thinks that casinos will begin to roll out server-based gaming on the 'bank by bank' foundation, indicating one element of products at a time, rather than by replacing full floors at once. nThat means, Bone said, the technology is going gain grip throughout the casino industry over the next 2 to 3 years. nIGT's Saenz agreed with that assessment. nAt the moment, he explained, the company has five server-based gaming discipline trials, two in Nevada and one each in California, Missouri, and Michigan. nLots of computers, plenty of rewiringnOf class, the forthcoming City Center starting will probably be the major coming out party IGT's--and the industry's--server-based gaming technology is waiting for. But while that start will mean that as much as 2000 models think about it line simultaneously, Saenz said that there are functional reasons why the technology will be slow to spread, nonetheless. nPart of that could be because of infrastructure. So that you can throw out server-based activities, Saenz pointed out, casinos must have Ethernet networks deployed on the floors. That is something that few casinos have achieved to date, he explained, adding that people who do have a much quicker path to the newest technology. n'Historically, there was an expectation that after server-based gaming arrived, (casinos) would magically rewire their complete floors,' Saenz said, 'and suddenly there would be server-based gaming. But that's perhaps not useful.' nThat is just why he needs to find out roll-outs 100 machines at a time throughout the business, however not faster than that. n'In a few years,' Saenz said, 'the majority of casinos will have some server-based games, and (a few) will be 100 %' rolled-out.