Networked Gaming

Networked Gaming (n.): Open-standard gaming protocols, running over an Ethernet connection, that facilitate standardized communication between EGMs, servers and peripheral devices.

Some may take exception with that definition. I was reading an article the other day that claimed networked gaming had been around for the last 15 years. To which I responded with a resounding: “Er?” As it turns out, the article was referring to central determination (Class II) gaming.

Strictly speaking, all central determination systems are networked. And, as a point of fact, most central determination systems are now run over an Ethernet network. But it’s not really a good example of what’s happening with the open standard, high-speed technology effort that will push gaming technology into the future because it only has one piece of the equation: Ethernet. Here’s an example:

Using an Ethernet network, company A communicates really effectively between company A’s EGMs and servers.

That’s great, but . . .

Using an Ethernet network and open standards, company A now communicates really effectively between the EGMs and servers for companies A (your slot system), B (your player management system), C (your cool bonusing applications) and D (your totally amazing augmented reality games). Now, you’ve got technology – regardless of the vendor – that you can easily leverage across your entire slot floor.

What matters in this scenario are things like innovation, quality, ROI and vendor responsiveness because interoperability, extensibility and flexibility are already there.

Open Standards

Open Standards (n.): A technical standard that gifts rights of use to the public and can be implemented royalty free. There are three open standards for the gaming technology industry: the Gaming Device Standard (GDS), Game To System (G2S) protocol and System To System (S2S) protocol. All three standards are maintained by the Gaming Standards Association (GSA), which has a membership comprised of gaming vendors, operators, test laboratories and regulators.

What’s the catch? While using an open standard is one thing, implementing an open standard is quite another. Since the goal of open standards is interoperability, GSA has quite sensibly set up a certification program for vendors implementing GSA standards. Certification ensures that whatever the technology is, it will play nice with what’s on your floor. Independent test labs, such as BMM, GLI and Eclipse, are already participating in the certification program. Manufacturers can even set up their own test labs, as long as the labs are accredited.

Server-Based Gaming

Server-Based Gaming (n.): 1. EGMs that receive information from a central host server. There are two basic types of server-based gaming:

1. system-based: EGMs receive game content and results from a host server (for example, central determination games).
2. system-supported: EGM is responsible for game play and outcomes, but things like game configuration, game updates and media are downloaded from a host server.

Depending on the implementation, server-based gaming may or may not require an Ethernet connection, and may or may not use open standards.

Go forth, knowledgeable consumer

So, what questions should you be asking vendors as you navigate the latest technology offerings at G2E this year?

Does the product conform to one of the Gaming Standards Association’s open standard protocols? Is it GSA-certified? If not, is there a timeline for certification?

You will hear many arguments as to why you shouldn’t worry you’re pretty little head about open standards, but remember: the real difference between proprietary protocols and open protocols is choice, flexibility and innovation.

Open standards are essential to realizing the full benefits of an Ethernet-based networked slot floor (and, in case you were wondering, the G2S protocol includes a class for central determination as well as download). And in all honesty, some vendors may not want you to really understand your options (Do you blame them?). It’s up to you to be an informed consumer.

What other questions do you have about networked gaming? What issues are you encountering as you talk to your vendors about implementing open standards in their technology?

Video Conferencing

We know, video conferencing has been around for awhile (think Skype). Unfortunately, serial connections have not been able to support video conferencing at the game. With high-speed networking, you can now interact with your players in new ways. Notice a hot player is starting to slow down? Offer him tickets to the buffet. Have a high-roller who is playing into the wee hours of the morning? Maybe he would like a room.

The future is all about establishing relationships with your customers – making them part of your community. Whether they have an issue, question or just need to chat, video communications will give your players instant face-to-face access to casino representatives and let you better anticipate your customers’ needs. What better way to build customer satisfaction and loyalty?

Social Networking

Not only will technology make it easier for players to connect with you, it will make it easier for them to connect with each other. Whether it’s posting, texting, chatting, following or tweeting, many of you already use this technology to reach players. But these applications could be much more tightly integrated into the gaming experience to build your player community, bring players together and bring the excitement of playing with friends - even over long distances – to your properties. Best of all, social networking is increasingly becoming a real-time endeavor: players won’t wait until they get home to tell their friends about their experience at your casino – they’re more likely to give real-time updates and invite their friends to join them. This makes individual players even more important to your business because they have the potential to attract additional players during their visit.

GPS

There are so many possibilities for GPS technology, it’s hard to know where to begin. From a marketing perspective, GPS adds a new dimension to recommendations (for example, the “Trips” feature in Gowalla). Players can now, not only give your casino a thumbs up, but provide specific location information about the best places in your casino to visit. You can entice players into your casino by sending rewards directly to their phone if they come within a certain range of the property. Or, increase play on new games by sending players game-specific coupons as they walk through the slot floor.

As with social networking, integration of GPS technologies into the slot machine could add interest to the gaming experience as well as to expand your player base. What if players could use Google-Earth-like technology to find other players for multi-player games – not just in the casino they’re in, but in casinos around the world?

Smartphones

Smartphones give you instant access to players and let you keep the excitement going after they have left the casino. What about sending bonus games to the player’s smartphone? Or, did player X tell you that she’s a fan of Really Cool Game Y? Send her real-time, automatic game updates:

“HotPlayer6 just beat your high score on Really Cool Game Y! Come in today and we’ll give you three free spins to try and top it!”

Augmented Reality (AR)

What if AR adventures involved playing slots in your casino? Maybe even card games? What if players not only raced around one of your properties, but several, trying to be the first to earn the final reward? Sure 3D and Wii-like interactions are cool, but we think gaming companies should go in this direction:

While the above video is conceptual, the technology already exists. AR gaming has the potential for the competitiveness, interactivity and excitement to take gaming to a whole new level.

What technology would you like to see on the gaming floor?