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Luring the Cash Cow
 

Slot machines are truly the cash cow for the land and online casino gambling industries. The casinos make more profits off of the slots than off of table gambling like blackjack, roulette, and poker. But with all of the publicity surrounding poker recently and because more gamblers are starting to try their hands at the card games, the land casino venues in Macau have launched a special initiatives that are specifically designed to lure the gamblers over to the slot machines – this involves designing games culturally targeted at the Asian gambling market as well as further modifications to graphics and other elements to the slots gaming experience.

The crux of the problem with the slot machines comes from the fact that the slot machines operating in Macau are the same themed games that are popular in Las Vegas, the United States, and the UK – but Asian culture is different from U.S. culture and the Asian land and online casino gamblers are not as attached to the same themes that captivate U.S. players. Some of the top grossing slot machines in Las Vegas land casinos come from marvel comic themes, blockbuster movies, and other icons of American culture.

Though the Asian land and online casino gamblers have certainly been exposed to the Spiderman movies, and Indiana Jones – these themes are not a part of cultural identity in Asia as is the case in the United States. Tony Tong, the CEO at the Pacific Net gaming development company, commented on the differences, “Asian people know about these stories but they do not have an emotional or cultural attachment.”

That is where new initiatives from the land and online casinos comes in – the gambling venues are looking for the development companies to begin releasing and distributing new slots games that will specifically entice the Asian gamblers to participate in the slots in larger numbers. The efforts are already underway and the land slots can expect a major overhaul to the slot machine themes in the coming months and years.