The influence of location on the performance level of slot machines: a case study of Pyramid Casino, Mombasa, Kenya
This study looked at the interrelatedness of slot placements to performance. It aimed at investigating how the location of a slot machine influenced the performance level of the machine. It studied the performance of30 slot machines over a period of time and at various locations. The study sought to generate a model that would enable casino management to manipulate slot locations for maximum profit generation. The objective of the study was to establish whether location of slot machine, its game characteristics, the environment in which the machines operate the management policies and customer care offered to the clients had an association to the performance level of the machines. The study was intended to assist casino operators better understand the effects of variables hypothesized to influence slot performance and help them move towards goal maximization of slot machine yields. Very few studies have been made in this field and initial literatures on slot machine placement have been based on conjecture. There are two specific studies done on location of slot machines in relation to their performance. These studies are amongst the literature review on placement of products for purposes of impressing upon a target market in order to improve sales revenues of the respective product. The study used correlational design to simultaneously test and model a multiple of independent variables that are known to affect and influence the performance of slot machines in a casino. The study found out that location was important to clients identifying and feeling comfortable in the environment they chose to play the slot machine. Thus, they stayed longer on the machine whilst playing. Location of individual slot machines did not have a great significant influence on the performance of the machine and game characteristics on individual machines had a greater influence on the performance of the slot machine. The conclusion of study was that there required further research on this topic to determine what actually influences slot machine performance as different studies have posted different results. However, these studies have initiated the process of determining a profile for successful slot machine management. The researcher recommended that the casino should move the slot machines around the slot floor more frequently and collect readings of each specific location for analysis over a longer period of time. As there were several variables that could affect performance, this calls for a close monitoring of the slots by the management by use of practical models like the performance -potential model and use of quantitative slot data to enable analysis and decision making. Investment in data base systems or data collection methods that would enable the personnel to identify key variables relevant to the performance of the machines is crucial as is Involvement of all key persons working in the slot department and the casino managers.