Accel Expert Forum: How to Improve an Illinois Video Gaming Location

As the Illinois Video Gaming market becomes more and more saturated, it takes extra effort to stand out among video gaming locations. Some locations consistently pull in far more slot machine revenue than others. So how can you ensure your video gaming location is pulling in as much revenue as possible?

We sat down with a forum of five Accel experts who spend a LOT of time at our video gaming locations to discuss what makes a location successful. They came up with four points of focus for location owners to use to improve their gaming locations and increase revenue generated from their slot machines.

Expert forum participants:

• Mike Pappas – Executive VP of Business Development & Government Relations
• Teri McElligott – VP of Business Operations
• Tony Mestan – Business Development Manager
• Jenny Odum – Senior Relationship Manager
• Gabe Garcia – VP of Relationship Management

Explore your customer’s experience.

Gabe, our VP of Relationship Management, recommends entering your location with new eyes, as if you’d never been there before, and trying to get into the mindset of your customer’s experience.

“We always have our new Relationship Managers put themselves in the player’s shoes when they first visit a location, and make notes of their first impressions,” he said. “This requires paying attention to a lot of subtle elements in your location, but they can make a big difference in improving play and customer retention.” 

Promote your location.

Once you’re in your player’s shoes, the first thing to consider is how easy or challenging it is for new patrons to find your location.

“From the outside, can you tell if your location has gaming?” Gabe suggested considering. It may be best to drive by your location from a few different directions with your customer’s experience in mind.

Additionally, promote your location on the internet. Teri, our VP of Business Operations, recommends using free local listings to advertise your business.

“Yahoo, Google, Bing and more have an edit button where you can update your online business information,” she said. “It takes a little time to get into each of their networks but it is worth it to give your customers the correct information about your business.”

Create your gaming area.

Once players have found your location, the next thing to focus on is the gaming area. First of all, can players see it immediately when they walk in? If not, consider how you can help them find it. Then focus on creating a gaming area your players will love.

“Create a gaming area that is roomy, comfortable, and has a knee wall separating it from the rest of the establishment,” said Mike, our Executive VP of Business Development & Government Relations. “The area must make the player feel comfortable.”

“Keep the gaming area clean,” said Jenny, a Senior Relationship Manager, who said that while this may seem like a no-brainer, many locations fail at it. She recommends consistently checking the gaming area to remove empty bottles, drinkware or trash. She also recommends paying attention to the music in the gaming area. “Players may want to be part of the bar atmosphere, but be mindful of where the speakers are, how loud they are playing in the gaming area, and what type of music is on.”

“Keep outside light to a minimum in your gaming area,” recommends Teri.

You’ll want to make sure it doesn’t get too dark, though, said Jenny. “You want your players to feel safe and willing to come back. This goes for the rest of the establishment as well.”

The team agreed that having extras like hand sanitizer and phone chargers available to players can be a small investment that makes a big difference.

Value your video gaming patrons.

“One basic mistake bar owners make is treating their gaming patrons with less respect than their regulars,” said Tony, a Business Development Manager, referring to regulars as those who visit the establishment to drink regularly, but don’t play the slot machines. “Gamers can go to another location to experience comfort and better amenities like seating, service and giveaways.”

“Direct your staff to be friendly and attentive,” said Jenny, “but to also realize most gamers do not want someone hanging over them and watching their every move.”

“Train and coach the wait staff and bartenders to take care of the customer,” confirmed Teri. “If the customer is taken care of they won't go anywhere else. Learn their name and try to figure out what they like and what will motivate them to play only at your location. Give them a reason to come back.” 

Tony agreed, saying this is the most important aspect of ensuring your success. “Understand and respect the economic benefit of one regular bar patron versus one gaming customer. It pays to treat your gamers well.”

Here is another resource to check out: Four Ways to Get to Know Your Slot Machine Players.