Up until recently, Candy Crush was merely looked at as another social game that millions of people have downloaded for cheap thrills. But Candy Crush and other social games could turn out to be the key to saving Atlantic City casinos.
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New Jersey gaming regulators are currently looking over proposals to add social gaming to the state’s casinos. The idea is to add social elements to slot machines or put the games on internet casinos to boost revenue.
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As NorthJersey.com reports, the reason for sudden interest in social gaming lies in casinos’ inability to attract younger generations. Slots and table games still cater to middle-aged and older people, while young adults gravitate towards non-gambling activities. Here’s an excerpt from what NorthJersey wrote:
Casino operators have struggled in recent years to attract younger people to gambling, especially to slot machines. Social games, particularly ones based on poker and slots, have done well, even though players can’t win real money. Casino games are traditionally based on luck, not skill.
There’s no definite timetable on when social casino games would be implemented into land-based and/or online casinos – if they’re even implemented at all. But with the way that Atlantic City has performed in recent years, the state of New Jersey is willing to try anything.
Once the crown jewel of East Coast gaming, Atlantic City has watched their revenue drop over 40% during the last seven years. 2013 saw the city’s 12 casinos pull in $2.86 billion, and revenue figures are expected to be worse when this year is over. Due to the massive revenue decline, four casinos have already closed in 2014 while Trump Taj Mahal is likely to close by November 13th. Gaming establishments that have already closed include Atlantic Club, Revel, Showboat and Trump Plaza.
The New Jersey Division of Gaming Enforcement is desperate to avoid any more casino closings, which is why they’re seeking out other opportunities like social gaming. If social casino games are approved, they could be in casinos within 14 days after approval. But again, there’s no timetable set for when the DGE will ultimately decide whether to start incorporating social gaming into their regular casino offerings.
[toc]In November, skill-based game developer GameCo held a ribbon-cutting ceremony at Harrah’s in Atlantic City.
It was the debut of Danger Arena, the first skill-based game on an American casino floor.
Danger Arena terminals have since spread and are now available at four New Jersey casinos, the aforementioned Harrah’s, Caesars, Bally’s, and Tropicana.
Last week, GameCo unveiled a second skill-based game, Pharaoh’s Secret Chamber, which is now available at the same four Atlantic City casinos.
Playing in Atlantic City this weekend? Here's where you can try our latest game:
– Caesars
– Bally's
– Harrah's
– Tropicana#PlayVGM#DoACpic.twitter.com/xl5hNMUHcW
— GameCo LLC (@GameCoLLC) February 18, 2017
Skill-based games coming to a NJ casino near you
Casinos have been trying to make inroads with millennials now that all but the tail-end of the generation is over the age of 21. But finding products that appeal to people who can barely recall a time without cell phones or social media has proven difficult.
Skill-based games, like the ones being rolled out by GameCo and others, are thought to be one path to reaching younger would-be casino patrons.
Blaine Graboyes, the co-founder and CEO of GameCo, discussed this aim in a press release announcing the launch of Pharaoh’s Secret Chamber.
Graboyes said:
“We are committed to providing unique and engaging content that will appeal to current casino players and attract new audiences, by developing a variety of relatable video game gambling experiences that feature familiar entertainment based on popular brands from movies, TV, video games, and casual style games.”
Step inside Pharaoh’s Secret Chamber
Compared to Danger Arena (a classic first-person shooter-style game) Pharaoh’s Secret Chamber is demonstrably different.
Pharaoh’s Secret Chamber is a match-three game, in the mold of Candy Crush, which makes it more of a puzzle than an esports-style video game.
Per the GameCo press release:
“In ‘Pharaoh’s Secret Temple’ players embark on an adventure to unlock the riches of the Pharaoh’s Secret Temple by matching gems to collect rare treasures before their time is up.
Appealing to casual gamers and current slot players, this casual video game features awesome boosts, power-up prizes, charms, and Egyptian-themed traps. Pirates Gold Studios developed the original game specifically for GameCo’s proprietary VGM platform.”
Danger Arena appears to be doing OK on casino floors, but it’s certainly not setting the world on fire. Danger Arena specifically targets millennials. It requires going over the game rules and doing a walkthrough to become acclimated with the joystick and controls.
Because of the game mechanics, Pharaoh’s Secret Chamber will likely appeal to a wider demographic.
Not many grandmothers have begun playing first-person shooters, like Resident Evil, Doom, or Counter-Strike.
New game has potential to appeal to broad range of ages
On the other hand, a fair share of grandparents do play match-three-type puzzle games on their smartphones, a platform where first-person shooter games haven’t caught on with the general public.
Right off the bat, most people walking by these new machines will be at least vaguely familiar with how match-three games work. That should cut down on the time it takes to become acquainted with the game.
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Furthermore, the game doesn’t require the same level of hand-eye coordination as Danger Arena, where players have to navigate rooms, aim, and so on.
Finally, the content itself is softer — no gunshot sounds, klaxons, or killer robots to destroy.
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Putting all these factors together, Pharaoh’s Secret Chamber would seem to have a better chance of piquing the curiosity of the typical slot player who might be passing by the machine.
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