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AC Casinos Find Old Ways Are Best Ways
ATLANTIC CITY, NEW JERSEY --
After many desperate attempts to stem the decline in gambling business, Atlantic City casinos are discovering that bringing back the feel of casinos thirty years ago draws new customers. Resorts is leading a movement away from electronic slots back to one-armed bandits that accept and pay in real coins.
Casinos loved implementing the coinless slots over the last decade and a half. Coin machines are higher maintenance, jam more frequently, and require floor employees to stock and count coins.
But, after the initial thrill of any innovation, patrons soon discovered the coinless machines resembled what much of Vegas and AC had become: soulless, cold gaming without the flair, personality, and style that takes gambling and makes it entertainment.
"You think you're playing a real slot machine here," said one Resorts player using a coin machine. "This feels like a game; the other ones, it's just losing money."
The coined concept has been working for years in Henderson, Nevada, at the Skyline Casino. The resort's general manager says his casino is split fifty-fifty on machine type, and games using real coins generate an average of about fifteen percent more revenue than their electronic counterparts.
Despite what corporate suits wish to believe in their shortsighted desire to squeeze every penny, gambling patrons have shown a distinct preference for older customs that filled casinos long before corporate mergers changed the industry.
The clanging of coins falling out of slots joins personal comps by pit bosses, great deals on rooms and meals, and royal treatment for every customer down to the penny players as lost arts that casinos may need to rediscover to once again fill their vast gambling floors.
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