Importance of Slot AnalyticsWith slot operations becoming an important part of any gaming company’s business, Slot Analytics are getting more essential than ever. In some parts of the world slots are generating higher revenues than Table Games and have become the most important source of gaming income. For example, Slot Win in Nevada during the period of six months (October 2019 – March 2020) amounted to 65% of total revenue, compared to just 50% in 1980’s (https://gaming.unlv.edu/reports.html). In Macau, with Baccarat as the most popular game (88% of the total revenue), Slot result is just 5% from the total revenue but still a lot higher than Roulette 0.4% and Black Jack 1%. Undoubtedly, Baccarat is “the game” in Macau and I would like to separate Baccarat win for the sake of this calculation – therefore Slot Win is 44% from non-Baccarat revenue. Interestingly, Sic Bo Win is half of the Slot Win but 3 times BJ and 8 times Roulette Win (2017-2018 data, https://gaming.unlv.edu/abstract/macau.html ). With Slot revenues gaining a higher share of Casino revenues, Slot Analytics has to be taken seriously. You have to know your slot numbers and be able to analyse them to figure out your players’ preferences, playing habits, and effectiveness of your promotional campaigns to be able to optimize your operations. I know, some might find numbers dull and boring but do not underestimate their importance. There is a saying “information is power”, well, the statistical information about your slot operations and ability to use that information is your power. Slot Analytics involves a wide range of analytical activity and should be separated into at least two categories:
- Slot Performance Analysis and
- Slot Comparison Analysis.
Slot Performance AnalysisSlot Performance Analysis is used to compare actual slot machine/game performance to the settings and game’s paytable, and generally involves answers to the following questions:
- Is the actual hold of the machine the same as the theoretical hold?
- If not, then is it within an acceptable interval?
- If not, then why, etc.
Slot Comparison AnalysisSlot Comparison Analysis as part of Slot Analytics is used to find out which slot machines or slot machine groups are more profitable for the casino by analysing a set of KPIs (Key Performance Indicators). The most simple approach would probably be using Win Per Machine but in most cases it would not give us a fair picture because the sample size is not big enough (not enough games played leading to larger differences between Theoretical and Actual Win).
The KPIs used in basic Slot Comparison Analysis are:
- Coin-In per Machine per Day (actually, it is the Total Bet per Day. The term “Coin-In” comes from old slot machines when coins were used and Coin-In was equal to Bet).
- Actual Win per Machine per Day.
- Theoretical Win per Machine per Day.
- Variance % of Actual to Theoretical Win.
- Games Played.
- Average Bet.
- Occupancy %.
Other KPIs used in Slot Comparison Analysis are:
- Game’s Max Bet Capacity.
- Break Even Theoretical Win Per Machine.
- % of Machine Days.
- % of Machine Win.
- GPM (Game Speed – Games Per Minute).
- Actual RTP%