1. Using data to make machine purchases
Gaming Purchases
Using data to make machine purchases

2. Review We have already discussed a few things in detail:
Don’t just look at one month – follow the trends
Use more than just a monthly ranking report to build a picture you can use to inform your decisions
In your data analyse performance of manufacturers, product types, denominations, product types (SAPs/links)

3. Review Tackle the tail:
But watch for SAPs and links that are dropping below average – they may be returning less net than a S/Alone game on the bottom of the turnover ranking
Most of the tail will be standalone games
If you just keep replacing standalone games with SAPs you will be effecting your retained %

4. Get data from everywhere
Knowledge is power:
Maxgaming – daily/monthly game performance
PKF – quarterly reports
Call other managers – don’t just ask about game performance because every club is different. Ask who is playing.
Go to the casino – games are released early there. Watch who is playing.
Use the reps

5. Personal Expertise Learn the games/ features:
Analysing gaming data is part of the story.
Build up knowledge by constantly asking questions
Build up knowledge by playing the games at the same rate as players
Do you like it? Why?
Watch who plays so you get a feel for the market for each game. After a while you will be able to identify clones easily and know their market fit

6. What’s gaming about? Half maths, half aesthetics:
Analysing gaming data is only part of the story.
Art
Game feel – if you can’t work out which buttons to push the players won’t either
Remember to add the personality back into it – who is playing, who are the players I want to interest?

7. Game variety Over-analysing data misses vital information:
Game clones – can be positive and negative
Reduces choices for players on the floor
Can impact buying choices. e.g. 5 Dragons standalone Vs 5 Dragons in a multigame pack
Every manufacturer has great games – for most clubs you can get the best few from every manufacturer to increase game variety

8. Hotspot charts Floor hotspots: KIS - Just do 25% breakdowns
Treat smoking/non-smoking as separate areas
Don’t just look at a poor performing area and plonk new product in…look at who’s playing and make sure the games in the area are appropriate

9. Floor balance matrix
So simple but a very powerful gaming analysis tool
Use it for anything – products, denom, specific game types

10. Fallback Positions
Even armed with all this data you will sometimes pick a dud game:
Make sure there are game conversion options available
Talk to the rep about warranties when you buy
Don’t get bogged down with indecision…Just buy!

11. Machine Capex - Approved
Pre-Approved capex budget:
No matter how big or small, every club should be able to define a capex budget at the beginning of each year.
In my experience, it works best when that is submitted to the board.
Approval process becomes – tick and flick for machines already on the capex
Include new machines, conversions, and payment plan options
Doesn’t require game or even supplier details – just numbers & costs

12. Machine Budgets When to buy:
Load your buying to match game release cycles:
AGE (August) and QLD Show (March)
Manufacturers release new games around these schedules and they are 6 months apart. – warranties
Generally no point in buying mid December to February

13. Game change cycles Maintain a pattern your customers get used to:
Medium-large clubs would make monthly changes but even smaller clubs should be able to freshen up games every 3 months.
* As much as possible – maintain variety or some suppliers will drop (which means you lose money) when others are improved

14. The power of reps! Ask questions:
Find out what a new game is based on – clones, do you have it on your floor and does it work?
They want to sell you the best they have – tell them as much as you can:
- which players are you chasing
- where you want to put the new machines/games
- how much can you afford
- give them rankings – they don’t want their product in the tail

15. The power of reps!
They have more margin to play with when you purchase:
Ask for conversions for older product when buying machines
Give them your rough buying plan at the beginning of the year (verbally!):
If they know you will be buying later in the year they can give you a better deal now – but don’t lie
Get as much data as you can from the reps
All the suppliers have their own performance charts

16. Game types: What to buy right now?
Don’t go overboard with SAPs – watch performance
Look at purchasing small links to add variety
Multigame Vs Single Game
Review your denomination mix
Use more than just your turnover ranking report

17. Keep up to date with product lines from all manufacturers.
Variety is an important factor in gaming. Meet as many player markets as you can with your game choices.
Keep up to date with product lines from all manufacturers.

18. Justine Channing Available to complete: Gaming Floor Health Checks
Director and Gaming Specialist
Contact:
Director and Co-Founder
Contact:
Available to complete:
Gaming Floor Health Checks
Monthly Gaming Reports
Independent - Product purchase advice and planning
Work History
Gaming Manager – many clubs and hotels
Product Manager – IGT and Aristocrat
Gaming Consulting