Foxwoods Casino is one of the largest casinos in the world, including a gaming floor that is more than 340,000 square feet.
Because of its size, it’s easy to overlook new slot and table games. But Foxwood’s new Innovation Zone solves that issue by gathering new products in a single space.
The intent was “really creating this designated zone so that guests knew where all of the newest product was coming, where we were going to showcase it,” says Bryan Hayes, Foxwood’s Senior Vice President of Gaming Operations.
The Innovation Zone is designed to showcase interactive electronic table games, nostalgic high-stakes bingo games and social gaming concepts designed to appeal to longtime gamers and younger generations. The Innovation Zone features new products from IGT, Aristocrat, Interblock and Light & Wonder, and a handful of new table games.
“The intent behind it is really just to create a new, exciting area where we can showcase the newest product that are coming to the market,” Hayes said. “And for some of these games, we’re one of the first properties in the country, and definitely one of the first ones outside of Vegas, where we’re showcasing these products.”
The addition of new electronic games is in part because of demand. Hayes deems ETGs to be ”an expanding portion of the market for us” and will help newer players get familiar with table games they may find intimidating.
“This is a great way for guests to learn how to play a game,” Hayes says, “and you don’t necessarily have to be in an environment where you’re playing with guests that that know the game much better and may not have as much patience.”
Bingo Unleashed is another innovation Foxwood is promoting. Called “half bingo, half party, all fun,” Bingo Unleashed is the traditional game – and a nod toward Foxwoods’ tribal heritage – that features a live DJ, karaoke, lip sync contests and dance-offs.
“Bingo Unleased came out of a combination of marketing and gaming coming together and really trying to figure out a new way that we could create some games that would appeal to guests, and a different demographic of guests, outside of the traditional bingo guests,” Hayes said. “Oddly enough, and fantastically enough, we have, I think, just as many traditional bingo guests that love playing Bingo Unleashed as we do new guests coming in and playing. So, it’s really a great mix.”
Social media influencers have long played a role in promoting new games at Foxwoods, and the Innovation Zone is no different. Christine Lombardi, Foxwood’s Vice President of Brand Marketing Communications, says during a recent preview of the space, traditional, gaming and regional influencer were invited.
“(The Innovation Zone) is sort of that hybrid that brings you into gaming, too, which is really, really interesting for us to see,” Lombardi said. Because where it’s been very separated, where our mainstream influencers really cover the resort experience, it was interesting to see how these crash games really brought in the mainstream influencer as well.”
“It’s wanting to ensure our guests know that we are constantly focused on having the absolutely newest and best products and best games out in the market that we can find,” Hayes said. “That’s our number one goal. It really is creating those great experiences, whether resort-focused or gaming-focused, and ensuring that we have that holistic, balanced amenity base that really that will really continue to reinforce what we’re doing here and drive guests in the building and repeat visitation.”
