Those of us who hang out at the industry jamborees of G2E and ICE are used to the annual unveiling of the latest branded slots, with recent launch events including full size Avatar characters, the famous Iron Throne and mini-concerts featuring celebrities who’s faces will adorn digital reels that once were the sole preserve of sevens, bells and the occasional piece of fruit. All this is a lot of fun, and again at G2E this year, the Scientific Games, IGT and Aristocrat stalls were no different and newly launched branded slot product featured brands and tie-ins as diverse as Seinfeld, Betty White, The Goonies and, randomly, My Cousin Vinny.
- Ellen Slot Machine Predict Success Or Fail Money
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Ellen is kinda mean - those 'scare the celeb' bits make me cringe. I understand the games and celeb scares have their place in entertainment, but Ellen's got a whole Dr. Hyde personality trait there. There are no true ‘secrets’ but you are really asking what is it that the public fails to grasp re: the mathematical realities involved. If you spend any significant time trying to profit from a machine, cleverly designed, created for the sole p.
As a strategist and outsider to these conferences - and not a slot player, designer and with no links to the manufacturers - has led me to try to look at the value of the strategies employed. Why use these brands, what is the rationale to licensing and where does the value sit in the slot experience to the customer?
Slots
The growth of US gaming revenue and the online cash and social casino market is down to the customer’s desire to play slot machines and slot based games.
Either the great big hulking digital cabinets which have evolved from European feats of mechanical wizardry or the tiny symbols that revolve on a cell phone the size of a playing card, the principle is the same.
When records for Las Vegas began in 1963, there were 22,173 slot machines in town, but they really entered the American public consciousness a couple of years earlier in an episode of the Twilight Zone, titled The Fever, where an unassuming visitor to Las Vegas meets his unfortunate demise at the hands of a one-armed bandit. This classic piece of American television was not enough to deter the players nor halt the expansion of the industry.
By 2001, the peak of Las Vegas’ slot bonanza, there were 217,221 slots on the casino floor. By March 2016 the figure had fallen to 169,367; Las Vegas has gained over 7,000,000 visitors, but lost lost 50,000 slots in 15 years, and the revenue fell from a peak of $8.4bn in 2007 to $6.6bn in 2010, rebounding to $7b in 2016. This rebound is not due to a mass increase in play, but is due to increase in the casino hold which increased from 6.82% in 2006 to 8.04% in 2016 on the Strip.
Las Vegas’ slot declines have been offset by the expansion of Tribal gaming and the mass proliferation of slot machines throughout North America and beyond. It is estimated that the number of land based slot positions in North America today is over 900,000.
The global online gaming market is valued at over $46b in revenues and much of that is slot based.
Gambling Insider readers do not need any of my insights to this space, but suffice to say, you have been part of one of the fastest growing markets of any industry at any time and you should be commended for your innovation and bravery in developing your product for the market.
Who is the Slot Player, and Why Do They Play?
As those in the industry will tell you, and as evidenced by several studies, “that the most common profile of a slot machine enthusiast was a female homeowner, between the ages of 55 and 60, with at least some college education and an annual household income of more than $55,000”. As explained succinctly by Oregon State University.
In addition to this, there is a belief that young people don’t play slots, which is evidenced by analysis from casinos. The reason for this is explained one of two ways. Traditional manufacturers are proponents of the view that young people have never been slot players, but will grow into them if the correct brands are used, while others believe that this next generation of customer is schooled in video games, so the visual representation of alignment of a random number generator does not hold any appeal, and as such, games must innovate and develop a skill component. Gamblit and the major manufacturers have added a level of skill to their games and UK players have had skill components for some time in quizzes and other slots.
MIT academic and anthropologist Natasha Dow Schull has written extensively on slots and slot players, and she calls the engagement between the machine, “Perfect Contingency”; that is where the actions of the player become indistinguishable between the machine. Slot players cite the time played as disconnecting from reality. Although the configurations of the outcomes are random, by pressing the button or pulling a handle, the customer feels that they have some influence on the process; playing a slot may be mindless in terms of repetition, rhythm and routine, but it is ‘active’ as movement is due to a stimulus by the operator.
Balancing the customer profile and the psychological rationale is evident, it is a form of escape for a particular demographic, a semi-hypnotic form of activity where the user controls the action, but whatever they may think, they are not responsible for the outcome. This is important.
Brand Value
Michael Porter, in his seminal work, Competitive Strategy, cites two drivers of sustainable competitive advantage; Price Leadership and Differentiation. Within slots, at least from the customer perspective, price leadership is not relevant, therefore slot manufacturers have sought to use differentiation as competitive drivers. Historically this was done through symbols (sevens vs cherries vs diamonds) but more recently by the use of brands to create uniqueness.
This is based on segmentation of the customer and theoretically partnering up brands to align. So for example, Ellen fits nicely with female (and core) players, Lucky 88 (and other Oriental themes) with Asian/Chinese players and film and movie tie-ins with fans of those movies.
Sounds pretty easy, but slot machines are not other FMCG where there is an instant pay-off between product and brand.
Based on the concept of Perfect Contingency, a successful slot will have a brand or meaning that holds real, inherent resonance with the player. Finding the goal of perfect synergy between player, machine and brand, what I call the Emotional Architecture of a slot machine, is often seen as luck, but it is not, and with some thought and analysis, and a strategic mind-set when looking at brands and brand meaning, it can be achieved.
The most successful slot machine of all time, is IGT’s Wheel of Fortune. Perhaps the most successful slots in the brand era are Willy Wonka and Wizard of Oz (WMS). All three have something in common.
Taking the Hero’s Journey
Gaming visionary John Acres once told me, that anyone who wants to understand psychology, culture and human history within gaming should turn to Joseph Campbell. Campbell, a student of literature, synthesized his experiences of culture, politics, religion, history and story into the monomyth, the theory that all great stories and myths follow a similar pattern.
“A hero ventures forth from the world of common day into a region of supernatural wonder: fabulous forces are there encountered and a decisive victory is won: The hero comes back from this mysterious adventure with the power to bestow boons on his fellow man.” - Joseph Campbell
For most, if not all of our customers, this experience is not conscious. Rather, it is an unconscious process borne out of the collective narratives that have existed from time immemorial across cultures, faiths and backgrounds, but now that the work of Campbell has been brought to your attention, you will see the evidence of how pervasive it is throughout our culture. From religious stories of Moses, Jesus and Mohammed. From tales of Superman, Luke Skywalker, and so obviously and deliberately, in the Matrix, Maze Runner and The Hunger Games. In children’s literature the themes are evident in The Wizard of Oz, Charlie and the Chocolate Factory and the Harry Potter series, and even in TV game shows, where by winning the prize, you a conquering hero on return, such as the Wheel of Fortune and Deal or No Deal.
Creating Emotional Architecture
Since coming into the gaming industry and walking the floors of gaming conferences I have developed an appreciation of slots, but yet I truly question some of the product.
Yes, a segmented offering is good and the licenses are fun - lovers of Seinfeld, The Simpsons and The Voice will readily part with some dollars to play games in the coming years, but they are all really just the same, with the representations and symbols of characters replacing the previous fad. The use of segmented brands, however only offers tactical advantage, but without sustainable value.
The real strategic value is in understanding the sophisticated and subliminal resonance between the player, the escape from reality, the journey of the game and programing the licenses that bridge this connection, hence the success of Willy Wonka, Wizard of Oz and Wheel of Fortune, where others have failed.
Each of these brands – within the essence of that brand – aligns with the customer’s deep subconscious rationale for playing that device and validates the gambling experience.
Understanding your customer and creating the emotional architecture to capture their aspirations is the prism in which designers, manufacturers and casino operators should address their strategic thinking, rather than just licensing the last cool thing for a particular demographic.
Oliver Lovat is the Managing Partner at Denstone Group, where he consults on strategy asset backed investments in the gaming and hospitality sectors. He is a Fellow of the Royal Institution of Chartered Surveyors, visiting faculty at Cass Business School and lives in Las Vegas.
A version of this article first appeared in Gambling Insider Magazine www.gambling insider.com
She’s become somewhat of an American TV Staple, including her own chat shows, hosting the Oscar’s and even has her own film with Finding Dory, however, Ellen is now also one of the select few to have her very own slot!
This is quite an innovative slot, in the fact it plays on 5 reels, with a massive 40+ inch screen so you certainly won’t miss any of the action. You’ll find a plethora of features on this slot, and as such, you’ll never have a dull moment.
The game is mid variance, making it ideal if you like the idea of some risk, but not a boom or bust type gaming session.
There are of course wild symbols and scatters, and these scatter symbols will trigger the high paying Free Spins bonus round. During this round a special reel set is put into play and there is a high chance of the bigger wins spinning in. There is also the chance of a multiplier being added to any winning combination that spins in.
If you’re looking for a low cost game to play, you can play this slot for very small amounts, however, if you’re more of a high roller then you can up the stakes.
Ellen Slot Machine Predict Success Or Fail Money
The game features sound bites and clips from the Ellen show and also has plenty of interactive features which will keep you immersed in the game. Although the game is packing a load of features, it is fairly straightforward and as such, even a novice player can enjoy it.
Playing the Ellen Slot
If you are a fan of playing slot machines in land based casinos that can and often do payout some very large amounts of cash then you really do need to spend some time playing the Ellen Slot, for the bonus games that can be triggered and warded to you when playing this slot are where the biggest winning payouts can be achieved.
As we like to do with every single land based slot machine we review, we have loaded up a video above on which you will see another player playing this slot and playing off the bonus game, so watch that video in full and then why not give this slot some play time a you may also trigger that bonus game too!
Frequently Asked Ellen Slot Questions
If you are now thinking of playing the Ellen slot the you will be very pleased to learn that there are a large number of land based casinos located in Las Vegas that have this slot on their respective gaming floors so finding a casino that has it on offer will not be too difficult a thing to do. However below you will find lots of different questions along with the answers to each of those questions relating to different aspects of this brand new slot machine.
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Ellen Slot Machine Predict Success Or Fail Try
Remember, that by playing this slot for real money you will earn comp points if you join up to the casino comp club, and if you do make sure you always insert your card into the comp card slot so your comp points will be added to you comp club account.
When you are playing slot machines in any Las Vegas casino venue you will come across three main types of slot games in regards to volatility and those slots will be high, medium or low variance slots and you may be wonder what type of slot the Ellen slot game is.Ellen Slot Machine Predict Success Or Failure
Well, in regards to the variance experience when we have been playing has slot we have found it to be a medium variance slots for you can and probably will spin in plenty of low to medium sized wins if you play it long enough but with some luck in playing you could win a high amount of cash!