Slot Q&A: Spinning Reels: What has kept this century-old style of game going strong into the 21st century?

April 30, 2019 4:45 PM
  • Frank Legato, CDC Gaming Reports
April 30, 2019 4:45 PM
  • Frank Legato, CDC Gaming Reports

Two decades ago, many of the brightest minds in the business were heralding the end of the mechanical reel-spinning stepper slot. As multi-line video in popular entertainment themes took hold of the slot floor, some saw diminishing returns in the traditional mechanical-reel stepper.

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The predictions of decline in the stepper genre turned out to be unfounded, as the major slot manufacturers have continuously tapped into what is still a very strong market for traditional stepper slots. Those same manufacturers have found a way to bring multi-generational appeal to the stepper genre, borrowing the most popular features from video and combining them with the classic feel of the reel-spinner in suites of low-denomination stepper lines.

Meanwhile, the market for the traditional high-denomination three-reel stepper has diminished little over the years. IGT replaced its workhorse S2000 stepper line with S3000, offering the same classic features but with modern hardware and add-ons like free-game bonuses in many games. Scientific Games, meanwhile, has dug deep into its Bally reel-spinning roots to produce new games in low denominations and modern versions of many of the most iconic Bally slots. Smaller manufacturers in the U.S. like Everi have built up their own lines of stepper slots in several game styles.

We put five questions concerning the current and future market for stepper games in U.S. casinos to officials of these three manufacturers.

Slot Supplier Panel:

Anthony Baerlocher, Vice President of Innovation and Mechanical Reels, IGT

Michael Mastropietro, Vice President Game Development, Scientific Games

Rosa Zhang, Director of Product Management, Scientific Games

Loren Rosenberg, Director, Product and Market Strategy, Everi

  1. Do you feel the stepper slot genre has made a comeback over the past decade? What have the manufacturers done to add to the core reel-spinning customer over that time?

Anthony Baerlocher: IGT’s introduction of the S3000 cabinet has brought renewed prominence to the stepper slot genre over the last several years. Mechanical reel slots remain an important component of IGT’s portfolio and have been a cornerstone in the gaming industry for many years. Over the years, IGT has focused on developing new content and hardware that can appeal to low- and high-denomination players. Our flagship stepper cabinet, the S3000 supports a range of content for core, premium and Class II customers. We have also introduced hardware including the S3000 XL, Megatower and CrystalDual+ Stepper, which can differentiate any casino floor and offer players a unique and entertaining gaming experience.

Michael Mastropietro: Though mechanical steppers have been around for a long time; they continue to evolve with advances in technology. Advances such as more dynamic motor and lighting control and placing an LCD screen in front of the reels, a thrilling feature of our innovative TwinStar J43 with iReels cabinet, increase player engagement and allow for new play experiences. At the same time, dedicated stepper players can still enjoy the “old classics” such as Bally’s iconic Blazing 7s game, which has been a casino floor favorite for over 30 years.

Loren Rosenberg: We don’t believe the stepper slot genre ever went away, as it has always been a critical staple in an operator’s portfolio. One could argue three-reel mechanicals have been overshadowed by innovation in the premium video space and by the sheer variety of video products. While the video segment is certainly important, we have also been intentional about enhancing our mechanical cabinet and associated hardware, and creating more distinct, compelling titles to better serve this market. We believe this is one of the reasons we have been successful in this space, particularly in the high-denomination three-reel mechanical market.

The last few years have also crystalized what mechanical players want—which is simple game play, familiar mechanics, and clear pay tables. These are all elements Everi has focused on when developing new titles and game hardware. We also revisit those elements that have made us successful. The introduction of our first mechanical wheel top box in Skyline Revolve is a good example of building on the success of our popular Skyline top box and offering a feature that we believe players would respond favorably to with the movement of the wheel.

  1. Manufacturers have dedicated much R&D to low-denomination stepper product, in addition to the traditional high-denom variety. What is the appeal of each, from your perspective?

Baerlocher: Low-denomination players differ from high-denomination players, which creates the need for IGT to differentiate our offerings for each segment. For example, low-denomination players are often more receptive to new technology and game features, while high- denomination players often prefer a more classic gaming experience. For the low-denomination space, we can leverage licensed and heritage titles to appeal to a wide range of players and offer the excitement of a stepper experience at a lower entry point.

Mastropietro: High-denomination stepper experiences tend to be more straightforward and simplistic compared to the range of outcomes that low-denomination games have. This trait is true for video slots as well. The reason for this is in part due to the higher bet—you don’t need to win large multiples of your bet to have a “big win,” whereas when you are playing in pennies, you do. Therefore, high-denom stepper games often have no bonus, or if they do, it is a very simple one, like the wheel bonus in James Bond-Diamonds Are Forever. Low-denom stepper games, on the other hand, can feature more video-like features. One example is the free-games bonus in 88 Fortunes, where players are offered the choice of free games scenarios with a multiplier applied to all wins with a wild symbol.

Rosenberg: The low-denomination stepper products are typically low volatility and attract players who are conscious about their bankroll. These products offer high entertainment value in some instances through licensed themes and more bonus features. High-denomination products are tailored for the gambler that appreciates a big upside. Both sets of players have a set of favorite games they constantly return to featuring classic symbols and clearly defined game rules.

  1. What features of mechanical reel-spinners have remained the same since they were the dominant form of slot machine? What modernization has been essential?

Baerlocher: There are many player-favorite stepper components that have remained the same over the years, especially for the high-denomination space. Our high-limit S3000 cabinet features the classic progressive jackpot meter display, iconic stepper sounds, expanded pay tables and black reel glass. These classic components combined with iconic IGT titles such as Double Diamond, Double Gold, and Red White and Blue, create an experience that stepper players know and love. For the low-denomination player, we have incorporated new technology and features such as new math models with persistence features, animated reels, hidden symbols and more.

Mastropietro: A feature that has remained dominant in steppers, particularly high-denom steppers, is the classic artwork, such as Bally’s iconic Blazing 7s, bar symbols and cherries. Essential modernizations include the ability to control the game using software and having video screens in place of glass. These features have allowed the design of steppers to evolve. Apart from these advances and the fact that they are bigger and brighter, today’s mechanical-reel steppers still resemble the original slot games from the end of the 19th century.

Rosenberg: Classic symbols like 7s and bars and multiplier features have stood the test of time. Conventional mechanical players aren’t attracted to the loud and flashy, which is why we were intentional about the design of the Willie Nelson theme for three-reel mechanical. We were conservative in the use of color schemes, reel lights, and anticipation effects, and integrated sound only where appropriate.

  1. How much of your R&D budget is dedicated to steppers, and do you foresee this changing?

Baerlocher: We do not break out our R&D investments by product category. However, IGT remains committed to investing in its stepper product portfolio, and we are looking forward to driving continued growth in this product segment.

Rosa Zhang: Scientific Games invests a fair amount of its R&D budget into stepper innovation, and this investment continues to grow.  Mechanical stepper games still appeal to players, both old and new, and it is paramount that we continue to innovate and apply the latest technology in order to attract players in the future.

Rosenberg: High-denomination mechanical products will consistently be a large part of our portfolio, and we are proud to continue to rank at the highest levels in industry-wide reporting in this segment. We have made small-step innovations to cater specifically to high-denomination mechanical players, such as Player Classic 26, which adds a 26-inch top box to our popular Player Classic cabinet, and Player Classic Boost, which features game-controlled content seamlessly displayed across a LCD topper, updating as players increase their bets and earn prizes. Player Classic Boost expands the marketable real estate on a classic form factor, which resonates with operators. 

  1. Where do you see the mechanical reel-spinning slot genre going over the next five years?

Baerlocher: I see the genre continuing to grow and evolve and to attract players of all types through our implementation of licensed titles, big jackpots, and new technology and features. I also expect to see even more innovation and content for the low-denomination space as more manufacturers start to incorporate what is working well with video slots into their stepper offerings.

Mastropietro: Despite the increasingly digital world in which we live, the mechanical stepper continues to thrive, appealing to players of all ages. There is still something very engaging about the simplicity of stepper game play and the familiar, classic presentation that continues to attract players. Because of this, mechanical reel games will continue to have a strong presence on any casino floor, and Scientific Games is committed to developing new top-performing stepper games into the future.

Rosenberg: Mechanical reel-spinning slots have been featured on casino floors since day one, and we don’t see them going away anytime soon. These slots will continue to have a presence on floors, particularly in smaller local casinos, for a long time to come.