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Technological Innovation That Connects You With Your Customer SMART-Tech 2010

Technological Innovation That Connects You With Your Customer SMART-Tech 2010. What You Never Have Enough Of…. MONEY. What You Never Have Enough Of…. TIME. What You Never Have Enough Of…. BANDWIDTH. What’s Bandwidth?.

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Technological Innovation That Connects You With Your Customer SMART-Tech 2010

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  1. Technological Innovation That Connects You With Your Customer SMART-Tech 2010

  2. What You Never Have Enough Of… MONEY

  3. What You Never Have Enough Of… TIME

  4. What You Never Have Enough Of… BANDWIDTH

  5. What’s Bandwidth? • Bandwidth is a measure of how much information you can get through your network

  6. How Much is Enough? • This depends on what you want to send: Daily meter info? Low bandwidth Real time video? High bandwidth

  7. How Much is Enough? • Real Time data requires more bandwidth than non-real time data even for the same amount of data

  8. Load Leveling • Load leveling for data works the same as the dam does for water – the Peaks and Valleys are leveled out to a maximum level.

  9. Video Needs Lots of Bandwidth 320 X 480 video at 30 frames/second needs 10Meg Byte/second (uncompressed)

  10. Audio Needs Bandwidth Too! • CD audio approximately 90K Bytes/second (uncompressed) • Near CD quality 24K Bytes/second (MP3) • CD quality 32 K Bytes/Second (MP3)

  11. Just Need Meters? • Meter report 1.21K Bytes/report compressed • Meter report 6K bytes/report uncompressed.

  12. Dialup? • 56Kbps modem = 7Kbytes/second

  13. So Why Should I Be Concerned About Bandwidth? Player Entertainment

  14. So Why Should I be Concerned About Bandwidth? Interactive Communication with the PLAYER

  15. Some Initial Questions • How much do you know about your customers? • Can you ask them what they want?

  16. Another Question Can they tell you what they want?

  17. The Real Question How does communication drive revenue?

  18. Customer Communication • GSA protocols allow for the creation of a Player User Interface (PUI) on a slot machine. • The player window provides the communications link with the customer • The Lottery Members of GSA are driving this technology forward • The technology has recently been fielded in Las Vegas. • The technology is NOT RESTRICTED TO SLOT MACHINES

  19. Yeah, But How Does the Player Window Relate to Revenue? The Player window opens up new opportunities and new revenue streams

  20. Player Tracking for a Lottery? • Create Player Accounts • Cashless play reduces theft, mechanical issues, counterfeits, etc. • Track Player Trends • Develop the ability to customize the players experience to the particular player My Lottery My This My That My The Other Thing

  21. The Revenue Part • The lottery becomes: • More customer friendly • Easier to play • Result – players play more frequently

  22. Player Loyalty Players like Player Points

  23. Player Points • Points awarded for play • Redeem for lottery products • Redeem for coupons for 3rd party vendors • Create extra value and fun with points

  24. Points Contribute to More Play • Players like to reach particular levels • Players like to receive special incentives for achieving a level

  25. And The Revenue Part is: • The levels provide incentive to play • The points add extra perceived value • There is more satisfaction in the lottery ticket purchase • The result is more play

  26. How About Advertising? • Half the adult population plays the lottery • Vendors would love to have access to that type of market • Advertising on lottery terminals can provide an additional revenue stream

  27. Find Out What People Think In Your Jurisdiction • You have direct access to a huge portion of your constituents • Do you want to know what they think?

  28. How Are We Doing? Ask them through the Lottery

  29. For Example How is Obama doing? Press the number corresponding to your answer 1. Best thing since sliced bread 3. Pretty good 5. Pretty bad 7. Stinks big time

  30. And For Revenue • The questions will be a reason for people to play • Good questions may dramatically increase lottery revenue.

  31. Back to Direct Interaction with the Player • So what have we done? • Created Player accounts – Real time requirements • Loaded players preferences – Real time • Download Customer questions, advertisements, help text, other content – not real time • Download sounds to make the interaction more interesting – not real time • Send the lottery numbers – real time requirements

  32. About that Bandwidth Question Is this still good enough? 56Kbps modem = 7Kbytes/second

  33. Questions? • Questions? Marc McDermott GSA Technical Director mmcdermott@gamingstandards.com

  34. Shifting Gears • We talked about opportunities for the player window • What about the main screen? • What abut the lottery Terminal itself?

  35. What about Lottery Terminals? • What goes on the display Entertainment!!

  36. Lottery Terminals and the Future • Lottery terminals are technologically advanced but don’t provide much entertainment for the player This should change

  37. What To Do? • Take lessons from slot machine manufacturers

  38. What To Do Provide fun value for playing the lottery

  39. What To Do Track theme performance to optimize revenue

  40. What To Do Provide the ability to update content to keep the games fresh

  41. What To Do • Get to know your players • Provide a means of entering player info • Recognize your players

  42. What To Do • Everything a casino operator does

  43. Back to Bandwidth Do You still think you have enough bandwidth? 56Kbps modem = 7Kbytes/second

  44. Questions? • Questions? Marc McDermott GSA Technical Director mmcdermott@gamingstandards.com

  45. Where the VLT Guys are Going • The player User Interface is the technology that will take them into the future

  46. Player User Interface • What the PUI does for an operator • Enables a direct line of communication from the operator to the customer • Enables the integration and synergy between different vertical businesses in a Casino and Lottery • Gaming products • Food, beverage, hotel services • Loyalty programs

  47. What goes on the display? Mystery games, bonuses and progressives May or may not have links to the main game Tournaments Leader Board Social Gaming Interactive games Player User Interface

  48. What goes on the display? (cont) Another game independent of the EGM or VLT Bingo, sports wager Up-selling other gaming products Lottery ticket purchase Streaming live video Player User Interface

  49. What goes on the display? (cont) Manage Player accounts Winning number list (Lottery) Sports or odds lists Gaming tutorials Player User Interface

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