This month, we asked six slot/gaming executives about their strategies for appealing to traditional and younger players, as well as experience-driven guests; optimizing slot floor layout; balancing new game introductions with proven performers; and using data to guide their game mix. Here’s what they had to say…
Cameron Buffington, Director of Slot Operations
Jamul Casino Resort – Jamul, CA
jamulcasino.com
PLAYER SATISFACTION: There’s still no substitute for that time-honored, boots-on-the-ground connection with our guests. Every Saturday, I commit myself to the floor, not behind a desk, but immersed in the ebb and flow of the gaming experience. This hands-on, guest-centric approach acts as a natural current, revealing both undercurrents of dissatisfaction and waves of enthusiasm.
Younger guests are magnetically pulled toward the flash and rhythm of linked progressives, must-hit-by features, and true persistence. And yes, we cater to that. But at the same time, we remain firmly anchored in tradition, offering legacy titles and classic cabinets that continue to resonate with our core players. Our challenge, and opportunity, lies in the dynamic orchestration of both.
FLOOR LAYOUT: On average, we’re completing three major slot initiatives a week, from floor reconfigurations and theme conversions to new installations. Strategic partnerships with key manufacturers have positioned us as a premier site for exclusive first-look themes, often before they reach market release. These high-impact placements debut in our “premier” entry zone, where guests encounter the newest wave of innovation the moment they enter the floor.
NEW GAMES: Like a riptide that quietly reshapes the shoreline, each new installation opens a channel for subtle repositioning. This constant motion allows us to retire underperformers with intention and reimagine the floor with precision. Behind the scenes, I’m supported by a phenomenal business intelligence team whose daily, weekly, and monthly analyses anchor our decisions. Every move, whether a single machine or an entire section, is vetted through a matrix of performance metrics, guest preference, and loyalty segmentation. Before we so much as consider touching a bank, we’ve already run the data a dozen different ways. In many cases, I’d bet on our human instinct, refined by experience and guest rapport, over any predictive model.
At a recent performance review, someone remarked, “There’s always going to be a bottom bank.” Perhaps. But that doesn’t mean we have to accept it. With thoughtful thematic consolidation, strategic placement, and a healthy respect for both nostalgia and novelty, we can recalibrate nearly any section of the floor. Guests want diversity. It’s not unusual to find a high-volatility podium side by side with a vintage S6000 classic. And why not? A well-curated floor honors the full spectrum of player desire.
DATA INFLUENCE: In the end, it’s the data that initiates the journey, but it’s the voices on Saturday that help steer the ship. And in this ever-shifting sea of player preference and product evolution, we navigate not just to stay afloat, but to chart a compelling course forward.
Nicholas Fiori, Corporate Director of Slots
Gila River River Resorts & Casinos / Wild Horse Pass and Vee Quiva – AZ
playatgila.com
PLAYER SATISFACTION: Balancing the needs of traditional players with those of younger, experience-driven guests really comes down to listening and executing with intention. Our long-term players value familiarity, comfort, and a sense of ownership on the floor – they know their favorite games, favorite seats, and they expect to be recognized. That is where hospitality comes in – acknowledging them, anticipating their needs, and ensuring the environment they have grown to love is always a consistent experience. At the same time, our younger guests are seeking energy and excitement. They want immersive moments, branded content, and a sense that they are part of something dynamic. We design floor zones that allow both types of players to feel seen, welcomed, and valued. That is how we blend operational strategy with a hospitality mindset, not forcing guests to adapt to us, but shaping the experience around them and adapting to their needs.
FLOOR LAYOUT: We typically review a formal floor layout quarterly, though we are constantly analyzing it informally. It is not just about what the numbers say, but how the floor feels, looks, moves, and where our guests feel most comfortable playing. Equally important, we analyze any pain points along the guest journey that they may encounter and look to remove those immediately. Performance data matters, but just as important are the emotional touchpoints: guest comfort, energy flow, and moments of connection. We also consider seasonality – what works during high-volume convention months may not resonate during our slower local-driven volume months. Across our four Phoenix-area properties, we work closely with our marketing teams to translate guest data into engagement, blending social insights with a personalized approach to hospitality.
NEW GAMES: When it comes to new game introductions, we work to protect the brand our guests trust, while evolving the floor in a way that feels fresh and new. Legacy games often carry emotional weight for players – they are tied to personal wins, routines, and even superstitions. We are never quick to remove these games from the floor. Instead, when we bring in new content, we support it with hospitality – from strong visual placement and clear signage to frontline education, so team members can confidently introduce the new games to our guests.
DATA INFLUENCE: Data drives nearly every decision our slot team makes, from machine performance and time-on-device to heat maps and guest behavior. But, data alone is not enough. We interpret it through the lens of hospitality, asking not just what guests are doing, but how they are feeling. Because in the end, great slot operations are not just about machines. They are about creating a welcoming, memorable environment where our guests feel taken care of and where every play feels personal. Our slot teams continually strive to develop and connect with our guests, truly creating a family environment.
Jay Martinez, Comanche Nation Entertainment Director of Gaming Operations
Comanche Nation Casino, Comanche Spur Casino, Comanche Star Casino, Comanche Red River Hotel Casino, Comanche War Pony Casino, Comanche Cache Casino – OK
comanchenationentertainment.com
PLAYER SATISFACTION: I aim to strike the right balance between tradition and innovation. For seasoned players, I emphasize familiar classics, strong relationships with hosts, and dependable rewards. To captivate the younger, experience-seeking audience, I incorporate dynamic elements like stadium-style gaming, mobile interactions, vibrant nightlife, and immersive events. The challenge is crafting environments and moments that resonate with each group without alienating the other. It’s possible to evolve the experience while honoring what your core players value.
FLOOR LAYOUT: I usually refresh the slot floor every few months; sooner if things aren’t performing well, or if we get a new game or cabinet. I check data – like how much each machine wins and how often players are using different areas – but I also keep an eye on how guests move around. If a section feels slow, isn’t doing well, or if we’re introducing a hot new game, I might rearrange the machines, change the layout a bit, or switch in a new cabinet. The main goal is to keep the floor feeling fresh, make sure the best games are in the best spots, and boost both revenue and player excitement.
NEW GAMES: I maintain a balanced approach, blending steady performing games with fresh releases. I position classic titles in prominent locations to ensure they remain visible and accessible. When a new game launches, I place it in busy, high-traffic areas near successful titles to gauge its potential. If it resonates, I give it more space; if not, I cycle it out for the next option. My goal is to keep the selection dynamic and engaging while preserving the elements that already draw in players.
DATA INFLUENCE: Data drives the majority of my slot decisions. I monitor metrics such as win per unit, coin-in, occupancy, and player trends to identify what is profitable and what is not. Heat maps assist with placement, ensuring high-performing or new titles are situated in high-traffic areas. The goal is to maximize performance and guest engagement by creating the right mix in optimal locations.
Ben Mauck, Executive Director of Slot Operations
Jackson Rancheria Casino Resort – Jackson, CA
jacksoncasino.com
PLAYER SATISFACTION: We aim for balance at Jackson Rancheria. Loyal guests know what they like and value consistency, so we always keep their favorite, tried-and-true games on the floor. At the same time, we are seeing more guests looking for interactive titles with bold graphics, engaging bonus features, and a more entertainment-style feel. To meet both needs, we mix in classics with newer games that offer something fresh. It takes juggling, but our goal is for every guest to walk in and feel like there is something for them.
FLOOR LAYOUT: We reassess the layout every few months, but if something is underperforming or a strong new title drops, we move quicker. Decisions are based on how guests are playing, machine performance, and overall traffic flow. Comfort and navigation are just as important as revenue. At Jackson Rancheria, we want the floor to feel inviting, exciting, and efficient.
NEW GAMES: It is all about the right mix. We keep the classics that our loyal guests love and that perform well, but we are also always testing new titles. If a new game performs, we make it part of the lineup; if not, we adjust. Our goal is to keep things fresh without losing the familiar favorites our guests depend on.
DATA INFLUENCE: Data is essential. We constantly analyze reports – coin-in, play time, frequency of play – to see what is working. This helps us make informed decisions about what to keep, what to move, and what to replace. It removes the guesswork and ensures we are staying sharp with our layout and mix. If the numbers are talking, we are listening.
Monica Pino, Director of Casino Operations
Inn of the Mountain Gods Resort & Casino – Mescalero, NM
innofthemountaingods.com
PLAYER SATISFACTION: At Inn of the Mountain Gods Resort & Casino, our mission is to create an inviting atmosphere for both our cherished traditional guests and the new generation of experience-seekers. We honor the history and legacy of gaming that our core players have long appreciated while blending these with innovative approaches. Our strategy involves maintaining long-standing favorites our regulars trust and enjoy, while also embracing immersive, sensory-driven entertainment that resonates with younger guests. Whether through multi-sensory slot games, themed pop-up events, or digital platforms to connect with tech-savvy audiences, we are always exploring ways to engage everyone and introduce them to new experiences.
FLOOR LAYOUT: Our floor layout undergoes a review quarterly, but we stay flexible to respond to real-time data or significant trends. These evaluations are influenced by a mix of factors, including performance analytics, guest feedback, and changes in game availability or themes. Seasonal fluctuations and special events also play a role in our decision-making process. Our ultimate goal is to optimize the floor for both revenue and guest satisfaction, ensuring smooth navigation, a balanced mix of energy levels, and the right blend of comfort and excitement.
NEW GAMES: Balancing new game introductions with proven performers is crucial to our strategy. We maintain a solid foundation of reliable titles with a dedicated following and introduce new games in strategic zones where we can monitor their impact closely. By using test banks and limited placements, we gauge guest response before expanding and actively collaborate with our vendors to stay ahead of player preferences.
DATA INFLUENCE: Data is the backbone of our slot strategy. Every placement, change, and addition is informed by real-time performance reports and demographic insights. We analyze win per unit, time-on-device, game volatility, and spatial analytics to understand what works and why. This level of detail allows us to personalize our floor to the preferences of our unique guest base and ultimately deliver an experience that feels both fresh and familiar.
Michelle Whaley, Director of Video Gaming
Coeur d’Alene Casino Resort Hotel – Worley, ID
cdacasino.com
PLAYER SATISFACTION: The key is to cater to both, and in doing so, maintaining a balance between classic familiarity and modern innovation while understanding each of their values. Traditional players value consistency, simplicity, and time-tested titles, while younger guests are drawn to interactive experiences, modern visuals, and integrated technology. Being a casino that allows ages 18 and up to gamble, we get the firsthand opportunity to be able to tailor to both. It’s not about replacing one demographic with another – it’s about layering. Through strategic zoning, data-driven performance reviews, thoughtful integrations of technology, and creating a balance mix of classic and cutting-edge games, we offer a dynamic, inclusive experience that caters to multiple generations of players without compromising the integrity of either.
FLOOR LAYOUT: I like to review the floor every day, weekly, monthly, and quarterly. Reviewing the data and being able to slice and dice it in a way to see it from different angles – while also finding a balance between the data and player feedback to create a happy medium – has helped aid in some of those decisions. Decisions are driven by metrics like win per unit and occupancy, but we also consider community impact, guest satisfaction, and alignment with our tribal goals. Our approach ensures the gaming floor stays competitive, culturally respectful, and financially beneficial for the tribe. We like to keep our floor fresh to create those experiences, buzz, and wonder for our players.
NEW GAMES: Balancing new game introductions with proven performers is all about maintaining stability while driving innovation. We allocated a special area on our floor to showcase some of these new game introductions, which we call our “Discovery Den.” We’ve partnered up with manufacturers to bring in their latest and greatest to our floor for our guests to be some of the first to experience them. We then evaluate player response and performance metrics to help indicate which titles gain traction and warrant broader placement. This balance allows us to keep the floor fresh and competitive, without sacrificing the reliability and familiarity that drive core revenue. It’s about evolution, not disruption – introducing innovation while respecting what already works.
DATA INFLUENCE: We use data to guide our video gaming mix and placement by analyzing video gaming performance metrics. It helps identify high- and low-performance games, guides optimal placement based on traffic patterns, and reveals player preferences through loyalty data. With the way technology and tools are moving and being integrated in the gaming world, we’re excited to see the realm of capabilities that lay ahead.
