Peak Gaming Group’s methodology in its consultancy is to act as a “Matchmaker” or “Translator” of online gaming supplier’s language to brick and mortar casino operators, and vise-versa. With our extensive experience and multi-discipline expertise, we help both software developers and land based casino operators find the perfect match which best suit their needs in the iGaming space.

1. Social Gaming Technology:
Building a Winner
Robert Melendres
Executive Vice President
IGT Interactive
Matt Davey
CEO/Owner
NYX Gaming Group
Bryan Kelly
Senior VP of Technology
Bally Technologies, Inc.
Rob Gallo
President/CEO
Peak Gaming Group
Panelists Moderator
Bob Hays
VP & Managing Director
Williams Interactive

2. Social Gaming Technology:
Building a Winner

3. Social Gaming Technology:
Building a Winner

4. Social Gaming Technology:
Building a Winner
Reverse Engineer Your Success
The Peak Gaming Group ideology in its consultancy is to “Reverse Engineer
Your Success”. In simple terms, the online gaming and social gaming markets
are a veritable maze with endless choices and countless variables at every
turn. Some are dead-ends, and other are mere distractions. Our philosophy is
to start from where our client wants to be, and work backwards developing a
step by step plan to get there. Instituting milestones and KPIs along the way so
you can effectively stay on track.

5. Social Gaming For Casinos
It’s on every casino
marketer’s whiteboard today.
Social
Gaming

6. Social
Gaming
????
????
Social Gaming For Casinos
But what is social gaming &
why do they need it?
• 830 US casinos with websites
• Only 70 have some form of online
gaming today

7. Social Gaming Only Option For Most
Yet online &
mobile player
interaction is
legally limited to
social or free
gaming in all but
3 states today
(NV, NJ, DE)

8. Big Revenue? That Ship Has Sailed!

9. That “Big Revenue” Ship Has Sailed!
Individual & Medium sized US Casino firms:
•Too many sophisticated & established B2C
competitors in the space
•Regional casino interests dwarfed by competitors’
national and global marketing efforts
•Expected revenue from regional player base is
insignificant to land based operations (until RMG).

10. Then Why Utilize Social Gaming?
Extension of Existing Marketing Initiatives:

11. Then Why Utilize Social Gaming?
Extension of Existing Marketing Initiatives:

12. Then Why Utilize Social Gaming?
Player Loyalty & CRM Tool
•Online & Mobile access to player loyalty
account (including targeted offers & coupons)
•Save thousands on direct mail costs via players
opting into e-delivery while being more “green”.
•Games extend brand into the player’s
household and remain relevant when off property

13. Then Why Utilize Social Gaming?
Games designed to award
prizes that are redeemed
on property.

14. Then Why Utilize Social Gaming?
Player Acquisition Tool
•Generate new players club accounts because
social game prizes redeemed on property
requires loyalty club membership
•Establish relationship and grow online database
in preparation for RMG
•Connect with tomorrow’s 65 year old (today’s 40
to 55 year old) via the mediums they are
comfortable using today

15. The Debate: Build, Buy or License
Own Player Data – Not Operations Costs
• Developing and optimizing social game
economy is not primary business or
skillset of casino staff
• Outsource IT infrastructure & hosting
where feasible without compromising
player data security or ownership
• Don’t burden existing CS staff with
online gaming support
• Join network to avoid liquidity concerns

16. Buyer (and Licensor) Beware
Make Sure Game Provider’s Interests Are Aligned
• Player UI experience must drive
your brand, not game provider’s

17. Buyer (and Licensor) Beware
Make Sure Game Provider’s Interests Are Aligned
• Player UI experience must drive
your brand, not game provider’s
• Many games are designed to
maximize online revenue not
return visits to your casino.
• Utilize social friction not real
world wallet friction and no false
odds to increase revenue conv.

18. Summary of Social Gaming Strategy
A USA Casino’s Social Gaming Must …
•Be deeply integrated into player loyalty programs
•Provide all the benefits of a custom branded white
label experience without the operational headaches,
costs and liquidity concerns
•Establish relationship and grow online database
in preparation for RMG
•Connect with tomorrow’s 65 year old (today’s 40
to 55 year old) via today’s technology

19. Same Game, Same Math

20. Virtual to Real
REACH
RETENTION
REVENUE

21. Virtual to Real

22. Same Game, Same Math

23. Social Gaming Technology
Building A Winner
Bryan Kelly
Senior Vice President Technology
Bally Technologies, Inc.
The Transition from Free to Cash Play

24. Casino Controlled Virtual Currencies
Player’s
Online
Wallet
Casino
controlled
settings for
players to
re-fill and
purchase
virtual
currencies
iGaming Platform

25. For Virtual Currency Play & RMG
Rewarding Actions:
 Visits to Website
 Use of Mobile App
 Player Card Signups
 Completing a Survey
 Buying Virtual Credits
 Playing Games
 Watching Videos
 Facebook Liking
 Social Sharing
Rewarding Internet & Mobile Use With
Land Based Games & Loyalty Points
Earn Eligibility
iVIEW DM on Casino Floor

26. The Mobile Solution
Games: Free, Freemium & Wager-Based
Mobile iGaming Platform
Supporting Bally & 3rd
Party
HTML5 Content
& Social Hooks™
Mobile Casino Mobile Resort App

27. Casino Floor Integrated with Facebook™
• Players Can Share Screen
Captures Of Bonus Game
Wins On The Casino’s
Facebook Page
• Minimum Win Value Can Be
Set So That The Sharing
Button Is Only Presented
When Win Amount Meets
That Value
• Provides Viral Marketing
Share Bonus Game Wins
Casino Floor iVIEW DM

28. Casino’s Facebook Page
28
The “Social EGM” & Team Play

29. THANK YOU

30. Convergence
Where Are The Players?
What Are They Doing?
How Do I Engage Them?
Land Based
Casino
Mobile
Devices
Social
Game
Desktop
PC

31. How Do I Engage The Player
• Build an Online Player Community
• Provide a Valued Experience
• Available Anytime, Anywhere and Any Way
• Single View of the Player Across Channels
• Business Analytics

32. Provide a Valued Online Experience
• Your Brand
• Compelling Online Game Experience
• Responsive Design
• Individualized Experience
• Constant Development & Improvement

33. Compelling Online Game Experience
• Delivered Across All Channels & Platforms
• Authentic Gaming Experience
• Meta Game Mechanics
• Rewards, Recognition & Promotion
• Social Media Delivery

34. Delivery Across All Channels/Platforms
• Build Your Own B2C
• Affiliate to Existing Online Game
• B2B ‘white labeled’ solution
• Incorporate ‘free-play’ Content to Existing
Delivery