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?  Bandwidth is a measure of how much information you can get through your network

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

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

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.

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

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)

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

Dialup?  56Kbps modem = 7Kbytes/second

So Why Should I Be Concerned About Bandwidth? Player Entertainment

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

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

Another Question Can they tell you what they want?

The Real Question How does communication drive revenue?

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

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

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

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

Player Loyalty Players like Player Points

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

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

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

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

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?

How Are We Doing? Ask them through the Lottery

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

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

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

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

Questions?  Questions? Marc McDermott GSA Technical Director

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

What about Lottery Terminals?  What goes on the display Entertainment!!

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

What To Do?  Take lessons from slot machine manufacturers

What To Do Provide fun value for playing the lottery

What To Do Track theme performance to optimize revenue

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

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

What To Do  Everything a casino operator does

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

Questions?  Questions? Marc McDermott GSA Technical Director

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

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

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

What About Lottery Terminals  What goes on the display?  Advertising  Targeted advertising  3 rd party  On site casino or Lottery operator

Bottom Line  Communication is the key  Entertainment provides more value for the customer  Personalization provides value for the customer  Start thinking about the infrastructure you will need when this gets to your jurisdiction.

Questions?  Questions? Marc McDermott GSA Technical Director