I’ve never claimed to be a “slot guy.” But that doesn’t mean I haven’t learned a thing or two about slots or slot game development over the decades. What I’ve observed, or what smart slot executives have helped me understand, is that there is no guaranteed success formula in finding a great new slot game for casinos.
But there are guiding principles. The math of the game must be right, meaning the hit frequency when a slot player wins something. Anything on a spin must pique player interest and create that winning feeling. At the same time, there must be a reasonable chance for a player to win a more substantial jackpot that might make their day or at least their session.
The bells and whistles of a slot also seem important. You know, the noises, the characters, how the reels spin, the colors and signage of the game, how bonus rounds are achieved and what happens during them – all those things that slot execs tell me are part science and part art. And don’t forget location. A great new game might thrive in a high-traffic area, but flop in a dead casino corner or near a restroom.
I have no idea what the success rate is for a new slot game on a casino floor. I imagine it’s similar to the success rate of new business start-ups in the U.S. – less than 5% after two years. I have a sense that many new slots may start out performing well, then fizzle out. It seems pretty challenging to find the next Megabucks or Lightning Link home-run game.
One thing that intrigues me about slots is the title of each game and how that name is created or, in some cases, licensed. Clearly, some game-development gurus must think there’s some value to the slot name in attracting potential players. I’m not sure what the strategic formula is for those names or if the value of the name follows the game becoming popular with slot players.
I think IGT’s Megabucks is a cool name and has withstood the test of time over the decades (plus, it was the trailblazer for life-changing jackpot potential). Wheel of Fortune slots have become iconic and probably worth whatever licensing right fees were required for use of the name. But I’m not so sure about the licensing fees for games like Elvis, Dolly, the NFL, and the numerous other titles that come from media, sports, and entertainment. Maybe the widely recognizable and popular names can help a little with getting players to try the games, but are the licensing costs worth it? It seems that not many of these uber-celebrity games become slot performance home runs.
But maybe, just maybe, a slot title might be intriguing or cute or crazy enough, or tap into that winning feeling enough, to put it firmly on the road to commercial success. Assuming, of course, that the game’s math, play denomination, “curb appeal,” and other important factors are paid close attention to.
So, slot game developers, here are a few titles that may not have been utilized yet and might lead to your next big bonanza.
- Celebrity Creatures – This game would use icons of famous animals in popular media – the AFLAC duck, the Liberty Mutual emu, Smoky the Bear (jackpot symbol – this game is burning up!), Mr. Ed the talking horse, Lassie, etc. Might be some licensing fees involved, but also some advertising and branding revenue potential from companies that want their animal featured as a central part of the game.
- One Word Names That Speak To Winning – I’m not sure if simple one-word names like “Luck,” “Jackpot,” “Moolah,” “Win,” or “Windfall” have ever been used for slot titles (or if they’re too generic to be trademarked), but they sure seem like they would whisper powerfully to a slot player.
- Double Play Time – As long as the game has a strong bonus feature that finds a legitimate way to actually double a slot player’s play time (you figure it out).
- The Frugal Gambler – Jean Scott is an advantage player who will rarely play a non-advantage slot machine. She’s written several best-selling gambling books under “The Frugal Gambler” brand. Perhaps she‘d be willing to put her moniker on a slot game for her tens of thousands of followers — IF it was “certified” as being the loosest version of the game available from the slot manufacturer.
- Sir Charles – Charles Barkley’s favorability ratings are off the charts, plus he is a long-time well-known gambler who connects with the slot-playing demographic. You could use slot symbols like a portrait of Charles, a golfer with a crazy swing, basketballs, and the jackpot symbol “Barkley,” a cute dog with Charles’ face.
- Progresso – I’m not sure if a soup manufacturer would want to be associated with a slot machine, but the link between the words “Progressive” and “Progresso” is too powerful to ignore. Someone should try dishing this up!
- Your Name Here – With all the technology evolving around AI and personalization, it shouldn’t be long before slot machines have the customized capability to use my or your name as the slot symbols on the game. DENNIS – DENNIS – DENNIS. Jackpot!
- SLOT SLUT – I apologize for the raunchiness and inappropriateness of this title. But hey, this game puts out!
Maybe crazy creative slot game developers have already thought of these names and concepts (and more) for slot machines. But if not, they’re yours free of charge. However, Slot Slide, Sir Slots A Lot, Button Magic, Slot-A-Thon, and Winnie the Winner – well, those are gonna cost ya.
