#SGSConfLV

1. Betting on Social
!
How Casino Operators are
“Dealing” with Game Developers
George Zaloom, CEO

2. Are you Social?

3. Are you Social?
Or not?

4. How to be Social
!
!
Acquire studio & run IP on multiple platforms
!
!
License IP from provider & run multiple platforms
!
!
Embed 3rd party platform directly into website
!
!
Fun-to-Play
!
!
!
Free-to-Play

5. Big Players Benefited
Operators (and Systems Providers) who just
invested in social game companies are doing well
Caesars — Slotomania
IGT — DoubleDown
WMS — Jackpot Party
MGM — MyVegas
Cross-Marketing to the Brick & Mortar
Lots of visitor comps — difficult to quantify
Why did this bet work?
First Movers
Invested a LOT of money
Didn’t interfere with existing biz models/operations
High Quality IP

6. Ace Rothstein
Typical Casino Operator
…a hotel, 1800 Slots & 40 tables

7. Ace’s problems
The friggin’ economy

8. Ace’s problems
The friggin’ customer base

9. Source
Ace’s problems
*Source: SuperData
!
41% of Internet users actively playing games
Social gaming projection for 2015: $9 billion
The friggin’ Internet

10. Ace’s Solution
GET SOCIAL!

11. Are you talkin’ to me?

12. Most likely… NOT.

13. Because it costs LOTS of $$$!
Game Costs
IP
Development
Marketing

14. Ace’s Plan
“There's three
ways to do things,
the right way, the
wrong way and the
way that I do it.”
Work with trusted suppliers to...

15. Ace’s Plan
“There's three
ways to do things,
the right way, the
wrong way and the
way that I do it.”
...leverage existing .com assets.

16. Add games to casino websites
Ace’s Goals
Drive customers back to the brick & mortar
!
Create stickiness & appointment visitation
!
Prime users & create a bridge to online gambling
!
Acquire new customers that can be converted to gamblers

17. Platforms
Fun-to-Play
Free-to-Play
Provider
Casino

18. Provider

19. Provider

20. Provider

21. Provider

22. Provider

23. Provider

24. Provider

25. Provider

26. Provider

27. Provider

28. Mobile Deployments

29. What did Abe say to social?

30. Mostly…
“Maybe.”
Where are the games???

31. Socially awkward?
Systems Review — SLOW
Regulatory Concerns (from operators)
IT Staff Bandwidth
Business Model Concerns
Executive Turnover (GM’s & CMO’s)
RFP’s — Lengthy evaluations
!
More deployments that two years ago — but not
what one would have expected
Adoption Rate — About 10%

32. Solutions for Operators
Systems Review — Expedite & Educate
!
MVP — DEPLOY
Demo — for Management & Regulators
A/B Test — different platforms
!
Fail — don’t be afraid to learn from mistakes
Set management’s expectations in advance
!
FTP revenues — Don’t be concerned
!
Cross Promotions — be concerned
!
RFP’s — expedite

33. Still having trouble seeing it?
email me: george@goplay.com