THE WORLD ACCORDING TO JOHN
by John Acres
May 1, 2011
John Acres
Simpler, Cheaper, Powerfuler
OK, Powerfuler is
not actually a word, though it’s perfectly appropriate for the emerging
technology I‘m about to describe. Called ServerCentric, it promises to
revolutionize your casino.
SC lowers the purchase price
of gambling machines by 40 percent or more, eliminates costly player tracking
hardware, makes possible deeply personal player experiences and better connects
your floor workers with player needs.
SC differs from Server-Based
designs in important ways. Both technologies improve on traditional game
architecture, and both store game content on a central computer server,
allowing players to select from a variety of games. With SB, game content is
downloaded from the server to individual gaming machines which then operate
independently. With SC, game outcomes are determined within the server and
simply displayed to the player afterward. The player experience on SB and SC
games is identical, except for the length of time required to switch between
games. I recently visited the Cosmopolitan in Las Vegas, which opened just
three months ago with a top-of-the-line SB installation. Average switch time
between games was 20 to 40 seconds. SC switches in about one-tenth that time.
Delivering
differently
SC
uses low-cost, high-performance, consumer-type devices for displays on the
casino floor. That’s possible because all the security and metering required
for gaming machines is stored in the server. Your gaming machines become – and
cost little more than – personal computers. They mount in cabinets identical to
what’s on your floor now or in smaller, thinner enclosures that use less floor
space. Communication between game displays and server is accomplished through
either wired or wireless means, making portable gaming possible. Your players
can even bring their own phones or tablets into the casino and wager through
them.
Flow of wagering credits is
simplified too. Traditional bill acceptors and ticket printers are fully
compatible and connect directly to the server. When a $20 bill is inserted, the
server detects it and sends a corresponding message to the player’s game
display. That means you can change game displays or cabinets and reuse your
existing bill acceptors and ticket printers. You can also simultaneously deploy
cashless wagering. SC promises to revolutionize credit flow in the same way
Ticket-In/Ticket-Out technology did 10 years ago when it replaced coins. In
fact, SC promises not only greater convenience and flexibility but elimination
of fees now associated with credit flow technologies. You are going to save a
ton of money!
The benefits of using consumer
electronic devices cannot be overestimated. Imagine it is 1980 when a personal
computer cost $6,000, and a slot machine went for $1,600. Today a personal
computer—that’s literally 1,000 times better than its 1980 predecessor—costs
around $600, while slot machines now go for more than $16,000. Next year that
personal computer will get better and cheaper, while that slot machine will
increase in price. Which technology should your future rest
upon?
The
promise of personalization
The
biggest promise of SC is personalization. There’s no need for expensive player
tracking networks that gather information from each game because that
information is born in the server, right next to where the game itself runs.
We’ll use information about the player to change how the game itself behaves.
Instead of bonuses being added to the game through a player tracking display or
service window, bonuses become part of the game. Imagine game mechanics where
volatility, loyalty awards and game play automatically adjust to player desires
and circumstance. That’s revolutionary, and SC makes it possible!
Early stages
Server-Centric
technology is young. As far as I know, its first modern casino implementation
was accomplished by Cantor Gaming at the Las Vegas Venetian in 2009. By the
way, Cantor is a highly innovative company that’s quietly inspiring a
technological revolution in casino gaming. We’re lucky to have them in our
industry.
In late 2010, my company,
Acres 4.0, deployed Server-Centric Class III games in California casinos. We
used Apple’s iPad as the display device, and those early experiences have
cemented my confidence in the technology, though it will be another 12-24
months before all the kinks are worked out and widespread deployment begins.
I’m 57 and have long been
frustrated by the slow rate of technological advances in casinos. Times are
different now and everyone—regulator, government and operator alike—understands
that the casino industry must change if it is to survive, much less thrive.
Because of this, I fully expect SC technology to be the dominant technology
before I turn 65.
Perhaps by then, “powerfuler”
will be a word in the dictionary. SlotManager
John
Acres is the founder and chief executive officer of Acres
4.0. He may be reached by e-mail at john@acres4.com.
John Acres
john@acres4.com
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