This show has far exceeded our expectations in terms of turnout and in terms of decision makers that are here looking for new technology. We are looking to help solve their problems through technology. We are privately funded, and currently today we are not seeking additional funds needed to scale.
What is next for OPTX? We want to grow the scale of the product and scale of our customers. TransAct Technologies Incorporated is a global developer of software-driven technology and printing solutions for high-growth markets, including food service, casino and gaming, POS automation, and oil and gas. TransAct has sold more than 3. Tracey Chernay, SVP global casino and gaming for TransAct Technologies, sat down with Gaming America at the recent Global Gaming Expo in Las Vegas to discuss new printers, an integrated software system to modernize how casinos distribute offers to players, and how to survive supply chain shortages.
It has a new feature called Mobile Host, which uses a tablet to make those same types of offers by a casino employee walking the floor. The casino host can print an offer to a known player. It provides more flexibility and ways to use Epicentral.
The Epic is a roll-fed printer. It is our flagship product for use in slots, video lottery terminals and cash redemption terminals, along with other devices. We are also featuring the Epic Edge tabletop printer, which is designed for the cage as well as marketing and promotions desks.
It takes the Epic Edge and builds it into a nice cabinet. On the software side, we are unveiling Epicentral, a software system that prints intelligent offers to players while they are playing. The offers are based on a number of criteria — time of day, carded or uncarded play, and more. It automates promotions Supply chains are interrupted worldwide, but we have been able to supply product to all of our customers all over the world without delay or interruption.
We have to face challenges every day, but we are meeting demand. We have a multi-pronged manufacturing capability, with a facility in Ithaca, New York and some offshore. Our operations department deserves an award for what they have been able to do. We are very devoted to our Native American property partners and like to support them at their trade shows and give them the products they need.
What was the goal for TransAct at G2E? We want to see each and every one of our customers, and many of those who are here at the show, to be able to show them what is new and focus on the Epic Edge. Ultimately, we want to grow sales by creating a demand for our product. That is done by showing the benefits of our product, including our higher-resolution printers, our firmware, and the communication capabilities we build in.
We have had a strong recovery year and we want to continue that level of sales through In , we hope to really step up our sales and win some competitive share. Michael Bartlett sits down with Caitlin Harte to find out more. Illinois-based Incredible Technologies is known for both its casino products and video games such as its headlining Golden Tee Golf franchise.
The main product making its debut is a new cabinet named Prism VXP. It is our first new platform since We have made different iterations of the Infinity platform all along. Prism features three screens, including a inch screen in the back that uses a commercial-grade motor to rise up 13 inches.
The expansion feature is integrated into gameplay. Different games have different themes and features. The Prism VXP definitely is the first of its kind. It was our first time exhibiting at OIGA. What is the goal for Incredible Technologies at G2E? G2E is a much bigger presence for us. Our main goal is to show off the new platform and to connect with our customers for the first time in a long time. One of our main focuses with the new cabinet launch is making it a priority for the rest of this year and into next year, but we also will make sure to keep supporting our existing products.
We actually are pretty proud of the fact we were able to develop a new cabinet during the pandemic. None of our employees were furloughed. We are keeping tabs on supply chain issues. We are having to order inventory a lot further out than usual. There is a two-way connection. The player can use the app to download money to the player account, and then later transfer the winnings back to their bank account.
Fortunately, we were in a strong position with inventories and technical staffing going into the pandemic. So we were able to maintain all our staff to produce new products during the time the casinos were closed. The important new product is our financial services-connected mobile app.
We are continuing to follow our long-term vision to build our presence in the casino management systems space through product placements and expanding brand recognition efforts. What would you say is your company mandate? Complete cashless solution. What is distinct about your technology? What we did is develop a multi-account MasterCard that replaces a traditional cashless gaming card and loyalty card.
What happens is a customer who may have a loyalty card at the casino will be upgrading to this. They swipe that in CMS. They hit the button. The data comes to us. We activate the MasterCard, then they throw this out. This is their new loyalty card, MasterCard and gaming account.
What are the benefits of using this new type of card? The card will be in the app. This card now has a master debit account on the MasterCard Network. Our app allows the customer to move money in and out. If I want to leave and go out to dinner, I can move it back into my MasterCard.
Same piece of plastic. Our customers want to use this to buy their dinner because they get loyalty points in the casino. The casinos like it because the customer has to come back to the casino to get that free play, free meal, free drink or free parking. There are promotions. We give the casino a portal where they can send a promotion to the customers, not only based on what happens inside the casino but on their demographics and by what they spend.
And you can target a promotion at the casinos to fit those demographics. Out of industry behemoths, DraftKings, Flutter and Entain, who comes out on top? So how big is the market? Everyone seems to have an opinion on the total addressable market TAM potential for the US gaming market.
Sadly without a crystal ball with which to forecast which states are going to legalise online gambling, Our experts say regulation is unlikely to pass before Secondly, Texas. Similar to California, the size of the state makes it an attractive opportunity. Unfortunately, there is no legislation in place and, with the Assembly only meeting every years, our experts suggest that operators will have to wait until at least before the state begins to open up to sports betting.
Thirdly, Florida. Equally big, equally problematic. At the moment a draft agreement is with the Seminole Tribe, which has special status. There are also some important variables to consider; for instance, the extent to which sports betting and random-number-based games such as roulette, slot machines and blackjack become legal. At present, key lobbyists are prioritizing the legalization of sports betting.
It is an easier sell to legislators who want to be seen to be tackling the already pervasive black market for sportbooks. Although operators such as Entain argue that iGaming has huge potential, our experts strike a more conservative tone. It is equally important to consider which states are likely to legalise sports betting. Here, there are four big geographic questions. Firstly, California. This large and populous state with nearly 40 million people presents an exciting opportunity, not least because many of its inhabitants enjoy relatively high disposable incomes.
Given the number of stakeholders involved, ranging from Native American tribes to powerful political forces, agreeing on legislation looks unlikely. It is a longer-term dream rather than an imminent reality. Finally, we have New York. The state has given early as a timeline, although a delay in this schedule could be expected, given the amount of time it takes to collect and respond to applications before selecting partners.
Beyond geography it is also important to consider what is included in TAM. Many operators and the media include free bets, but this can be misleading. Doing so inflates the number we see thanks to the attractive deals present in the market. This brings us to the next big question in the US: how to improve profitability and customer acquisition costs.
How to improve profitability? Tax rates are also crucial to profitability. Who will win in this context? The important factors that determine which operators will be granted a licence or skin from a state are relatively straightforward. Legislators will look at whether an operator is fit and proper, financially stable, and what sort of experience each party brings to the table.
The largest companies should shine during this process. Beyond this, what do we see from some of the largest operators? The daily fantasy sports platform also presents a huge advantage. That being said, DraftKings has less history operating in and it has a wealth of experience in online gambling and online sportsbooks.
Flutter also has deep pockets funded by its diversified geographical footprint, where mature markets generate positive free cash flow. Its key differentiator is proprietary technology. It allows the company to grow share of wallet with existing customers, enticing them with new attractive bets and improving the lifetime value of the customer.
Its customer loyalty programme is also integrated with the MGM Resorts platform, allowing customers to redeem their points across multiple sites. All of this improves the customer journey and consequently improves retention. What about consolidation? As the fight to the top rages on, scale continues to be an advantage. While the outcome of the latter deal remains unclear, more consolidation is expected as operators seek to combine forces in an increasingly competitive and complex sports betting landscape.
Flutter — Flutter is achieving strong market share gains in the US for three reasons. In her role at AGS she oversees various marketing initiatives, external and internal communications, and community relations. Previously, she served three years as the executive director, community and corporate Relations for Scientific Games, where she had responsibilities for external and internal communications, executive visibility and thought leadership, and corporate social responsibility.
AGS are a supplier and designer of electronic gaming machines, table products, and interactive gaming solutions. Prior to founding Table Trac in , he worked for a Minneapolis-based electronics and software company.
In , Chernay moved to Las Vegas and assumed responsibility for product sales and marketing for the Casino and Gaming industry. Chernay was promoted to her current position in Interblock is a developer of electronic table gaming products. The company was founded in The casinos put out the most popular games that are going to bring players back. They are focusing on their core business. This is pushing innovation forward faster than usual. Online gaming became popular, and they diversified into new markets, including Class II and historical horse racing.
It is good if it keeps companies innovating and reshaping themselves. Competition is healthy for all of us. Casinos will be adding cashless as an option to existing funding methods for their games, not yet replacing current currency acceptance at the games.
I see an increased level of sophistication in the gaming segment relative to floor management. There seems to be an overwhelming momentum to find additional methods by which to optimize casino floors through the utilization of technology and innovation. This position is predicated on the fact electronic table games have advanced to create greater player acceptance.
Now that we have vaccines and lately a good treatment for Covid, we are going to see casinos start reinvesting in their floors. Casinos after the pandemic came back pretty quickly because players had been at home and wanted to get back. Investments were delayed because people were waiting to see how it went.
In there will be more confidence than ever. Casinos floors really carried casinos — not the hotel part, not dining — so they will be looking to invest. In I expect a lot of new hardware. Interest in Epicentral is way up because casinos are operating with less staff, but they want to make players feel valued and want to come back. Combine that with some interest in cashless — a very hot trend right now. We see people taking the cashout ticket and scanning it back into their digital wallet at the end.
We do that by explaining the benefits the Epic Edge has over any other printer in the market, including a higher-resolution printer that allows for a higher acceptance rate in bill validators, the best firmware, and standard serial and USB communication built in. That is key for manufacturers that are integrating printers.
Pair that with the Epicentral, the two types of printers give a value-add to the casinos. In addition, we will be aggressively exploring how to utilize our global infrastructure and product segment knowledge to bring greater revenue synergies to the organization.
We need to quickly adapt as an industry to both monetize and protect future and current revenue streams. There is a tremendous amount of advantages we have as a land-based gaming industry, which is going to enable us to have significant strategic advantages as the online gaming business evolves. With that said, there is a window of opportunity with online that we need to capitalize on before it closes.
New online gaming jurisdictions will continue to open up and attract people. The pandemic prompted people to try online gaming and they liked it, and then when casinos reopened people came back because they wanted the whole experience. People will continue to support both. In land-based I see casinos upgrading technology, especially automated technology, and those trends will continue on into Instead of putting out a new game in land-based, waiting to see if it does well, and then releasing it online, we will see simultaneous launches.
With legal sports betting as accessible as it has ever been, the question arises: Who do I listen to for an edge? Clearly, most of the action is on social media, but which voice is worth engaging with? Trolls Oh trolls, why must you exist? The whole reason I created this article was sparked by trolls… These useless players plague the game at all ranks. Cheating, I get, because people want to look good at the game or rank up etc. But trolling is just so pointless, you achieve essentially nothing at the end of the match.
I most of the time abandon getting a 30 minute ban or play the match out trying my best. I ran into a group of 4 trolls in my latest match, each one would take a turn killing me, for 8 whole rounds I sat there watching players who were just running around the map dying for no reason.
I have no words for what anger I have for these people, and again, reporting them like cheaters does almost nothing. The Solution The root of the problem to all of these 3 types of players, is cheaters. Valve needs to make their anticheat more efficient and effective. CS:GO needs a price increase in order to at least deter people from cheating more often and stop the amount of smurf accounts.
Not to mention, the service itself is a deterrent as it may incur a fee on top of the game. I highly suggest anyone who is as frustrated as me, to look into those services to prevent yourself from almost quitting the game.
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