|
Page 1 of 4
By Thomas Hoffman
Just about every pocket of the U.S. economy is feeling the pinch of weak consumer spending and the nation's gaming industry is no exception. Casino revenues in Las Vegas alone tumbled nearly 10% last year and industry analysts don't expect consumer spending in U.S. casinos to pick up until at least 2010.
But instead of retreating, Harrah's Entertainment, Inc. continues to invest strategically in new business opportunities. In November, the Las Vegas-based gaming giant rolled out a new Star Trek video slot machine to eight casinos on 'The Strip', says senior vice president Tim Stanley.
Before playing the video slot machines, players are required to create an avatar or virtual persona with a unique profile. The games, which Harrah's developed with WMS Gaming and are tied to Harrah's Total Rewards program, allows players to earn medals, reach new levels of achievement and pick up where they left off at their next casino visit, explains Stanley.
The video slot machine, which Harrah's began working on 18 months ago, is designed to provide its customers with a differentiated gaming experience by blending 3-D computer graphics and interactive gaming capabilities. Historically, "the one thing that's been nearly impossible to differentiate (casino operators) is the games themselves," says Stanley.
The project team for the video slot machine effort included members of Harrah's innovation, gaming and technology departments—all of which are overseen by Stanley. It's reflective of how a small but growing legion of CIOs such as Stanley are stepping up and driving business innovation within their organizations in lean times.
Next: Tackling Transformation
|
