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The eye-watering amount paid for the Slots.com domain name, reported in our news pages this month, is another indication of the serious business to be done in providing online fun. But the amusements industry faces some special challenges in exploiting the Internet.
For related sectors such as casinos, bingo and sports betting, replicating the core business activity on the Web has been relatively straightforward. In amusements, however, there’s frequently a physicality to the customer experience that will require some imagination if it’s to be reproduced online. And there’s also the issue that the strongest brands are very often the machines themselves, particularly licensed properties, rather than the operators: a further point of difference with those other areas of gaming.
So it will be important for vendors to find ways to make versions of their amusement products available online without undermining bricks-and-mortar operators – perhaps, for example, by structuring games so that parts can be played virtually while others still require a visit to real-world venues.
