The Elements of a Successful Carnival Game (II)

Copyright © Eliot Jacobson, Ph.D.

Some game developers think it's all about the game: "If I build it, they will come." Unfortunately, they probably wont come, so it's up to you to go. But where do you go and what do you do? The path from game concept to game success is all about marketing savvy -- you've got to know your stuff. This article addresses the "stuff."

First, don't be married to your idea. If you came up with an idea, then you can come up with 10 more. Find several variations on the theme of each of your games. Beware of "yes men": your friends, family and co-workers will tell you your game is fun. They will assure you that your game will be successful and that all your children will be good-looking. Get over it. You're in this business to succeed and not to push one idea your married to until death. Get the opinions of neutral and educated third-parties. Learn how to walk away from a dog and don't take it personally. Adapt to the market's needs. Be flexible. This is business.

Next, you may know the rules to your game, but a prospective buyer is going to ask you a lot of other questions. Do you know the hit frequency of the various wagers? Do you understand the concept of house edge and RTP ("Return to Player")? Do you know the variance (volatility) for your game? One of the most common errors table game creators face when they try and sell their game is that they don't understand the questions people are going to ask, let alone have an answer for these questions. The key is to know what you don't know. Make sure you understand (or at least write down) the question, and tell the prospect you will consult with your team and get back to them. The last thing you want to do is fake an answer to a prospect who sees games by the dozens.

Next, beware of "the endless pitch" -- don't try and talk your way to success; casinos are used to saying "No" and that's most likely what you're going to hear. Your enthusiasm is not going to sell the game. Keep your presentation factual, honest, and fast. Sometimes, saying less is saying more. Selling a casino game is not like selling a car or a coffee pot; you are attempting to develop a long term relationship over a product that has costs and benefits. Having your game in a casino is complicated and it's going to stay complicated for a long time. Build the relationship; if not this game then maybe the next. Before you give your pitch, make sure your game is designed for the market you're trying to sell it. For example, a baccarat variation won't sell in a market with no Asian players. If you pitch an inappropriate game for the market, you may not get an invitation to pitch your next game.

Next, beware of all the costs from the casino's side. For example, the dealers and pit will have to be taught the game. This time is paid for by the casino as an hourly wage (or overtime) to each employee responsible for learning the new game. They may also have costs for layouts, signage, automatic shufflers and cards. There are static costs associated with the game (it takes floor space, has chairs, requires lighting, etc.). If the game has new physical elements, then there will be a significant cost to train security. Make your game affordable for the casino. Keeping the up-front costs low is a huge selling point.

Next, the first casino you place your game in is critical. Don't think Las Vegas -- Las Vegas chews up games, it is no place to launch. New games are developed one player at a time. With a tourist market, you can't plan on a player being back tomorrow. In a locals market, you can slowly build a core player base. There are smaller markets that are perfect to test drive your game. Washington State has card rooms that feature about a dozen table games, they are always looking for something new. Mississippi is great. Ameristar casinos are an excellent choice in the midwest. In California, Barona casino will consider any game you bring to them. They may not take it, but I guarantee they will look at it and give you top notch feedback (they look at between 60 and 80 games a month!). If you live in Canada, then go to British Columbia. Go to the Suncoast in South Africa or just about any casino in Austria. You want to find a smaller casino that will have patience with you as you work out the kinks and get the game fine tuned. Eventually you will want to place a proven game in Nevada -- in this case look to the locals casinos. Sunset Station in eastern Las Vegas has a reputation for giving new games a try.

Next, the single most important person who has to like your game is the dealer. Why? The dealer will be the person selling your game to the customers. The dealer has to be enthusiastic if you want him to try and draw players in. He has to be able to quickly explain the game. But most importantly, the dealer must get good tips from dealing the game. Design the game so that the rules are easy enough for a dealer to explain in a few seconds. Don't have complicated pay schedules, dealers don't want to be constantly consulting some obscure pay table. Make sure the players get change that can naturally be used for tips. If you have a $1 wager available on the felt, then the tip money will be played there instead of given to the dealers. The dealer can be your best friend or your worst enemy. If the dealer says "this game sucks" when a new player is considering playing, it doesn't matter what else you've done, your game is dead at that casino. Design your game for the dealers as well as the players.

Next, be prepared to travel. You should personally be at the opening of every new installation of your game. You should know how to train the dealers, pit and security. This includes a fluent ability to explain technical information, together with a complete mastery of every aspect of your game. If you're not an exceptional teacher, hire someone who is. You should plan on staying for a few days to baby-sit your game. If you need to, hire people to play your game. Make sure they can explain your game in a few sentences and can attract players to the table.

Next, each August there is a conference in Las Vegas dedicated to table game development, marketing, placement and management: Raving Consulting's "Cutting Edge Table Games Conference." This conference brings together top industry professionals, casino management, and independent table game developers for three days of seminars, networking, and game demonstration. You should either attend this conference or rent a space to show your game. In particular, this conference gives an award for "Best New Table Game," and the winners have a reputation for going on to success in the marketplace. If your game is ready to be marketed, then get a booth. If it is in development, then attend the conference. Either way, be there!

Next, each November there is a conference in Las Vegas called G2E (the "Global Gaming Expo."). It is the largest annual gathering of gaming companies, management professionals, developers, consultants, vendors, and the general public. Plan on spending at least two days walking the floor and talking to people. You will learn about everything: signage, layouts, promotional items, other table games, security issues, and more. You will get to talk with table game developers and learn from their experiences. You can meet casino management and get to know what they want. You will see a huge variety of table games and learn about the niche your game is competing in. Do not even consider getting a booth at G2E until you've attended as a spectator at least once. Exhibiting in a $10,000 booth at G2E is an easy way to spend $10,000 but a hard way to sell your game.

Finally, trust the wisdom of those who have gone before you. Learn from those who have failed. Failure doesn't mean the game is bad, each failure has its own story and lessons. And failure may just be "for the time being," meaning that with the right information and strategy, you can turn the corner on your game and get it placed.

Success is the meeting of knowledge and opportunity. A well-executed idea is just the first step; it is up to you to gain the knowledge and seek out the opportunities. So get back to work, you've got a lot to do!