Stratosphere Rearranges Slot Machines For More Revenue
There are people who help home sellers sell their home quicker and for more money by a technique called “staging.” This is the process of rearranging furniture, art, and adding some appealing touches. The management of the Stratosphere engaged in a similar technique that has brought them more revenue with little cost.
Basically, the Stratosphere team simply moved slot machines around. Instead of putting the machines in rows as is the common practice, they put them in clusters. It is the same principle that retail outlets use when they put end caps at the end of an isle. It appeals to player’s impulse buying. Sometimes the best solution is the simplest one. It was in this case.
So far these new design efforts have resulted in people playing more and for longer periods of time. This, of course, translates into more revenue for the casino.
The Las Vegas Review Journal reported:
Today, the Stratosphere casino floor has 700 machines compared to 1200 a decade ago, yet slot revenue has climbed 19% since then.
Slot results were generally positive in December with properties owned by American Casino & Entertainment, parent company of the cities two Arizona Charlies’ properties Laughlin’s Aquarius and Stratosphere.
Their full article is here.
This move by the Stratosphere is just one aspect of casino design. There is a classic book with a retail price of $150 or more that is the standard text for casino design. It is titled Designing Casinos To Dominate The Competition. This book is by Bill Friedman. Amazon has offers from 3rd parties beginning at $199. Check it out on Amazon here.
You can read the entire table of contents of the book here.
Understanding casino design is a fascinating study. Every time we enter a casino we are being manipulated by casino design. The experts know how to lure us in, keep us in, and motivate us to spend out money on the games.