Unlocking the Potential of Electronic Table Games: Strategies and Insights
Electronic Gaming Tables: A Hidden Gem on the Casino Floor
In the realm of gaming, Electronic Table Games (ETGs) often play the role of the forgotten sibling. They go by various names worldwide, such as ETGs, ETSs, FATGs (Fully Automated Table Games), and SATGs (Semi-Automated Table Games). These innovative gaming solutions can be found in isolation, pairs, groups, pods, stadiums, or even on a tablet. They can feature a live dealer, an automated machine, or operate entirely in a virtual realm.
Whether you're a solitary player or enjoying the company of friends, ETGs offer a plethora of possibilities. Despite their potential, the growth of ETGs on gaming floors has been relatively quiet, often lacking a coherent product and marketing strategy.
In this blog post, we'll delve into the reasons why patrons play ETGs and how understanding these motivations can drive marketing and product decisions to optimize these assets. Keep in mind that the player demand and taxation of ETGs vary by region, so some discussion points may not apply universally.
Why Do Patrons Play ETGs?
Understanding why people engage with a product is essential for crafting effective strategies. Patrons typically play ETGs for four primary reasons, which can be broadly categorized into two customer segments:
1. Price Point
As labor costs rise, the price to play traditional table games increases, making them less accessible to budget-conscious players. ETGs, however, offer a cost-effective alternative. To attract the price-sensitive demographic, consider the following strategies:
2. Learning to Play
Table games can be intimidating for newcomers. ETGs provide an ideal platform for beginners to learn at their own pace, read the rules on-screen, and make mistakes without the pressure of live table gameplay. To encourage newcomers to try ETGs:
3. Faster Gameplay
These patrons are there to play, and slow games can be frustrating. ETGs offer faster gameplay, with immediate payouts, eliminating one aspect of wait time. Operators can also adjust betting time lengths, further enhancing game speed.
While some premium players enjoy the public spectacle of betting large sums, others prefer privacy. ETGs offer a discreet gaming experience, allowing these customers to enjoy their games in seclusion.
Strategies to Optimize ETGs
1. Increase Game Speed
ETGs are inherently quicker than live games. Operators can control betting times to further increase rounds per hour, but be mindful of leaving enough time for players to place their bets.
2. Increase Game Edge and Experiment with Side Bets
Similar to live games, ETGs can offer various game edges and side bets. ETGs simplify the testing of new side bets, providing accurate data on player interest without the need to change felts or train dealers.
3. Location Matters
Seat popularity varies based on proximity to screens and dealers. Operators can capitalize on this by creating pricing differentials based on location and reallocating underutilized areas. Where possible, provide enough space for customers to sit comfortably and for larger installs allow access to rows. Assessing performance at the location level can reveal valuable information, leading to the development of a more effective strategy.
As with all product changes, we recommend that one change is completed at a time and followed with an analytical review of the effect of the change on both product performance and also customer behavior.
In conclusion, ETGs hold immense potential for casinos when properly understood and marketed. By catering to the diverse needs of both mass and premium patrons, optimizing game speed, experimenting with side bets, and strategically placing ETGs, casinos can leverage this innovative gaming technology to enhance the player experience and drive revenue growth.
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As SVP of Gaming Optimisation & Strategy, David Croft brings over 15 years of expertise in leading gaming strategy, analytics, and innovation across table games, slots, and ETGs. Before joining Tangam, David oversaw gaming product optimization at some of the largest chain operators in Australia including Crown Resorts and The Star Entertainment Group. At Tangam David's vision is to help partners drive gaming performance improvements by utilizing best practices in organizational structure and business intelligence tools for a better guest experience and increased profitability.