If you love slots, the reason probably is because you know how varied they can be. One of the best advantages of the slots game is that it can easily be dressed up in any theme the manufacturer wants. If your hobby of choice is race cars, you’ll find a slot machine with that theme. If you love Elvis, you’ll find a machine that centers on the king. On the other hand, if you like TV or Egypt, you’ll find slot machines built around those themes too. 

Slot machine manufacturers know exactly how to build machines that cater to a huge variety of clients. They are also continuously changing machines to make them more exciting for players. You’ll find games with different payouts and payline options. To top it off manufacturers do a lot of research on their games to make sure that they are performing and the ROI of each one is up to par. It if isn’t, they pull the machine. If it is, then they focus on that game and develop it further to make it even better. It’s a great way to be sure that your favorite games that have been around for a while have been time-tested by the company that made it.

For anyone at the 2009 G2E, or Global Gaming Expo, in Las Vegas, slots were the big news of the expo. Manufacturers introduced prototype slot machines for people to see. Manufacturers were also able to check out what their competitors were working on. Anyone in attendance will tell you that the number of new games to look at were amazing. This year the big releases were “American Idol” and “Sex in the City” slot machines.  Both are themed around the popular TV shows of the same name and they bring to life for fans of the game, what the shows are about. The “American Idol” game lets you choose to be one of the three judges- Simon Cowell, Randy Jackson or Kara DioGuardi. You even get to watch clips of former shows featuring popular ex-contestants.  In the “Sex in the City” game you are surrounded by pop icons Carrie Bradshaw, Mr. Big, Miranda, Samantha and Charolette.  You can play with your favorite characters and enjoy clips from the TV show and movie.

One thing is for sure– slot machine manufacturers know how to build machines that people love. If you are a fan of slots, consider yourself lucky. The future of gaming with slots is going to be even more exciting that it has been in past years. Watch out for the best machines to be coming in up coming months.

Like all expos and trade shows, G2E isn’t necessarily just about money. It’s also about showing the industry what is new and what they should be looking out for as they move into the future of gaming.  Goldman Sachs gaming analyst Steven Kent said, “It seems to us that the strength of these games and technological advancements are so great that they should catalyze replacement sales.” Macquarie Securities gaming analyst Joel Simkins said the long-term prognosis for equipment manufacturers is good.  He added, “It has never been a better time to be a slot manager, as the competitive playing field is arguably the most robust in the history of the industry and nearly all vendors are bringing out high-quality, innovative products.” 

In many markets, casino operators already updated their slot machines and they did it before the economy fell.  Because of this they are not as incentivized to buy new technologies. For example, Tjeerd Brink, CEO for the Pechanga Resort in Temecula, Calif., said the large Riverside County Indian casino expanded its slot machine base in 2007, a year after the tribe negotiated a new compact with the state.

Some the trade show’s highlights included IGT’s 3-D Center Stage series. The series has a host of slot machines that are all linked together and backed by a 103”, high-definition television screen. One of the themes featured is based on the reality television series “American Idol.” The bonus round allows players to assume the persona of one of the judges — Randy Jackson, Kara DioGuardi or Simon Cowell — and incorporates clips of the show’s past contestants. This is just one example of how pop culture is finding its way into slots play more and more. Gaming companies are trying to capitalize on what customers want and what is familiar to them.

As the industry moves forward, expect to see more popular icons of culture on the slot machine screen. Developers know that the key to making people happy is to cater to what they normally watch, do and like. It’s a simple formula to bring in more people. At the gaming expo there were many companies that are working hard to do just that.

At the recent Global Gaming Expo slot machines were on full display. Games with high-definition animations and 3D graphics were introduced. Touch-screen technology and X-Box-like video features were incorporated into major slot machine manufacturers. Some slots were built around new popular themes of 2009. In fact, there were so many slots that the floor of the expo almost looked like a slots parlor with a few other displays.

International Game Technology was a company that premiered a slot machine based on the popular TV series and movie “Sex and the City”. In turn, WMS Industries introduced their game that featured “Lord of the Rings.”  Bally Technologies had games that featured a liquid-crystal display screen and games that had new and dynamic bonus rounds for an added gaming experience. International Game Technology CEO Patti Hart said, “There is that sense of energy and anticipation this year. We’re getting the sense from our customers that they truly want to see what we have to offer.”

JP Morgan gaming analyst Joe Greff said, “We were impressed with some of the newer products and believe it was considerably improved upon from newer products introduced over the last few G2Es. We think this is important as newer and more competitive content is a big part of what investors are expecting as the industry prepares for a pickup in domestic replacements and gaming expansion presents newer revenue opportunities.”  Greff is referring to the recent recessionary years at the G2E.  In the past few years, companies have held back on serious commitments to enhancing machines. Budgets have been down and companies have been hoping to get more wear out of older machines, rather than invest money into development of new ones. There are small signs that the market is turning around, however, and gaming developers are ready to move back into focusing on programming. They are ready to start research again and gaming companies are ready to start funding their work. Greff added, “Though the past few years have been let downs in terms of development, this year we are really seeing that passion again…a passion to really push the envelope of what gaming is and what its capabilities are.”

Part two coming next.