Toward Optimizing Slot Machine Revenue via Title and Location Combinations

ABSTRACT Competing slot floor configurations were compared to identify whether significant differences in performance would occur. Using revenue data collected from two major Las Vegas Strip resorts, the combination of popular slot titles located in prime floor locations and unpopular titles installed in unfavorable locations outperformed the opposite combination. The difference in performance was indeed significant, aiding operators in the challenge of optimizing critical slot revenues. To the best of our knowledge, this was also the first study to measure the location‐specific impacts on game performance, by examining identical games installed in both prime and unfavorable bank locations in large‐format casinos. The outcomes revealed that prime locations significantly elevated revenue production for both popular and unpopular titles. This work extended existing research in the areas of servicescape, performance‐potential, and merchandising. The quasi‐experimental design advanced herein provides operators with the means to replicate this study using results generated by their own games.