Gaming can be a key contributor to profitability for Clubs and pubs as sometimes it runs with good margins and minimal staffing levels. However, there are parts of the gaming experience that require focus and planning to ensure that it doesn’t negatively impact player enjoyment.
1. Always provide game diversity and variety
There is typically a wide range of players and demographic groups that visit their local Club. To provide a good variety of games for everyone, it may be necessary to have the current product line from all the major manufacturers on your gaming floor. After 30 years in this industry, the biggest lesson I have learned is that every supplier has its day and game performance can be cyclical. If you have the latest machines from the major manufacturers on your floor you can access any new games very quickly and beat your competitors to market. It also ensures you can change your games regularly and provide the widest possible range of games for players to choose.
2. Have a strategy for your game links
Don’t just add links in without much thought. Carefully consider what Grand Jackpot level you can support, what your competitors are offering, and look for gaps in the market to differentiate your venue. The current trend is to start with small numbers of machines attached to a link and then expand based on their popularity. Are you going to have enough machines to run that link jackpot? You also give away a bit more of your profit on a link, so do you need to start reducing older links to get some of that money back and drive turnover of a newer product?
3. Segment the gaming floor
By segmenting the gaming floor by game type, game volatility and player type, we can make the gaming room more comfortable and enhance the atmosphere for players. Segmenting the gaming floor ensures that you put machines that are made for specific types of players in areas they like to play in. For example, social and lower tier day players prefer to play fun games located near the front or centre of the room. By placing these games in the same area of your floor you’re able to tap into the social connection that your customers are looking for when they visit.
4. Overcome industrial blindness
When you walk into your venue every day you start to miss the small things that make your venue look tired. The ripped gaming stools, chipped machine benches, cracks in walls, dirty machine screens, old signage, and torn carpets all make your Club look messy. Make sure a staff member checks the gaming facilities regularly and organises maintenance, if required. And when 60% of your top-level players are likely to be female… those gaming floor bathrooms had better be spotless!
5. Consistent staff training
Get back to basics. Make sure you have a written policy standard that everyone must follow when providing service on your gaming floor, irrespective of their experience in your venue. Ensure that staff training, and testing against the Club’s policy, is regularly renewed. Don’t underestimate the value of consistent customer service training from a patron’s perspective – they should receive the same high level of service regardless of the time or day or their tier level.
With a more competitive environment, it’s these little things that can ensure your players keep coming back to enjoy the atmosphere on the gaming floor of your Club.
If you would like to chat with Justine on strategies to drive your gaming floor, please don’t hesitate to get in touch with the DWS team via email at info@dws.net.au.
About the Author
DWS is pleased to introduce Gaming Specialist and Consultant, Justine Channing, to the team.
Justine is an Executive Gaming Manager with over 30 years’ experience in the hospitality industry, has worked with prominent Australian Clubs and Hotel groups. She brings deep insights into gaming operations from her tenure with industry leaders like Aristocrat and IGT. Today, she leads a successful Gaming Specialist organisation, providing expertise in gaming analysis, revenue enhancement, and mentoring.
Additionally, Justine is a sought-after speaker at industry conferences and holds pivotal roles as Editor, co-owner, and Managing Director of The Drop.
