Marketing a new casino game

Wife and or I used to pick up anywhere from $40-$100 as members of a focus group. Denver is a big test market for
a lot of products. There are 2 big marketing firms and either of would average 3 or 4 test groups a year. We had our
info on file and they would call, ask a few specific qualifying questions to decide our fate.
Usually for an hour to 3 hours, people behind mirrors, watching etc,
Is there any firm doing this for game ideas? I could see a potential pool of people, sorted as to casino visits a year, level
of play, etc. used as a focus group. Finding out what they liked , didn't like , areas of improvement, etc.
This is a good forum but not reflective of the average player. This would allow a inventor or distributor to improve his
product before taking it to market or terminate it without any further investment. Think this would be better than just measuring the drop at whatever casino you had your trial.

Once upon a time you could put coins in a slot machine, Now it;s Ticket In Ticket Out or folding money in.
As an example of knowing the market I did not like the idea. The Lady Luck ha a 2 foot drop from hopper
out to the metal pan below. Clang Klang. Loved that sound cashing out. Plus carrying that winner's bucket
overflowing with dollar slugs so everybody knew you were a winner ! I expect wife, daughter,some buddies who
played slots to share same opinion. Thought ladies might complain about dirty coins or heavy buckets,
But the answer I got from males and females alike was " More Time To Gamble " No wonder I can noy find a damn machine in Colorado to take me quarters LOL
Just an oversimplification as to why focus groups work better than a specific forum.

It is a good Idea.
I like it.

Quote: buzzpaff

Once upon a time you could put coins in a slot machine, Now it;s Ticket In Ticket Out or folding money in.
As an example of knowing the market I did not like the idea. The Lady Luck ha a 2 foot drop from hopper
out to the metal pan below. Clang Klang. Loved that sound cashing out. Plus carrying that winner's bucket
overflowing with dollar slugs so everybody knew you were a winner ! I expect wife, daughter,some buddies who
played slots to share same opinion. Thought ladies might complain about dirty coins or heavy buckets,
But the answer I got from males and females alike was " More Time To Gamble " No wonder I can noy find a damn machine in Colorado to take me quarters LOL
Just an oversimplification as to why focus groups work better than a specific forum.

I liked the ones at MGM where you could still use coins only because you'd sometimes have one credit left and I didn't want to put it a whole dollar to get to max credits but could put in two quarters instead. But I have some slot machines at home, and the coins get jammed and the hopper needs to be refilled and the whole job is messy and heavy. TITO is just less labor-intensive.

I got paid 40 Disney Dollars to watch a commercial for Animal Kingdom and answer questions about it. I got nada for doing a survey at Universal in Hollywood, but I like telling people how to do things my way! :D

My wife and/or I occasionally get called to do the market research / focus group thing too. It's kinda fun and easy money. Too bad they don't call too often.

I've done a variety of food tastings, brand/logo recognition, over the counter drug packaging wording analysis, and others. Just last week I was offered a study for razors, but had to turn it down because I have a full beard, and $100 isn't enough incentive to get rid of it.

The most interesting one was a system that took chocolate bars with a layer of white chocolate on top, and printed a photo and/or message on the white chocolate. They wanted our opinion not only if we liked the product, but if we would go to a booth in a mall to purchase one on occasion, etc. I was adamant in my opinion that being sold in a mall like that, they would go nowhere, but that such a system would be great as an add-on option for catered parties, Bar/Bat Mitzvahs and such. About a year later I started to see it in industry magazines and at events. But I still haven't seen it in the mall.

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Doing the test market thing for a game is tricky because a player that wins will give a different response than if he had lost.

However, study / test groups DO happen for games.

When I met with one distributor last September, they had a full craps table, roulette table and BJ type table, as well as others, right in their office. They mentioned that the use it to test new games. I do not know if that meant in their offices, or if they take them to a market research firm or what. I suspect a bit of both.

Quote: DJTeddyBear

When I met with one distributor last September, they had a full craps table, roulette table and BJ type table, as well as others, right in their office. They mentioned that the use it to test new games. I do not know if that meant in their offices, or if they take them to a market research firm or what. I suspect a bit of both.

Dave, They test the games right on their tables - "Okay - deal it! Let's see it!" (Steve was a dealer for years). They themselves are their own marketing research firm and focus group.
General Population Focus groups aren't really used in table games development. There are a handful of people (the product development guys) at the distributors who say "yeah or nay" to new game ideas. The general population - even gamblers - would be considered clueless as to determining a game's worth without REAL money spicing the game play; the focus group IS the field trial or introduction.

Basically the process is this:

1. A Product Development VP [at DEQ/Shufflemaster/Gaming Network/Galaxy Gaming] says "Yes" after a thorough examination of a new game, to include
- A Clear patent and agreement exist for the game; no legal issues
- Math is done on the game
- Easy to deal - as determined the by product dev guy
- Easy and Fun to play - as determined by the product dev guy
- Good balance of "betting units to play" and win-push-lose balance.
- Inexpensive to develop: game development, layout artwork and marketing materials are easy to develop.
2. Gaming approves the game, or approves a field trial go-ahead, AND The game's introduction or field trial indicates:
- the game "is popular/fun to play" and the game gets action; the game "doesn't suck."
- the table hold is good: the table neither "dumps" or "kills."
- the game is easy to deal - operationally, the game works for the casino.

Has anyone ever been stopped to do a marketing survey in the Planet Hollywood mall? Last time I was there they stopped me and my fiancee and asked if we wanted to get paid $10.00 to test out a new T.V. show.

We went and watched it and it was awful.

At the end they asked if I wanted $10 more to sample beer, which was good.

It was fun, and apparently they are there most of the time.