Have it your way: personalized video poker on tap

Slot machine maker WMS Industries is launching a video poker machine in Las Vegas that allows customers to customize the games with different settings and appearances.

An unspecified number of the My Poker games, which include multiple selections of video poker and pay tables, are to be installed by the end of the year at all 18 Station Casinos properties in the Las Vegas Valley. The digital features allow customers to chose from 14 unique customization factors, including preferences and how cards are sorted. WMS officials said the games can be customized to create thousands of individualized configurations. The settings can be saved and they are automatically restored each time a player returns to the casino and signs on with a customer loyalty card.

Players also can play free interactive versions of the games through the Station Casinos website.

WMS Chief Operating Officer Ken Lochiatto said the company researched video poker players at Station Casinos to get an idea of "their favorite games and what improvements could be made that would enhance the gaming experience for them personally."

Roth Capital Partners gaming analyst Todd Eilers said the deal with Station Casinos gives WMS a good entry into the video poker business long controlled by International Gaming Technology.

Eilers said Station Casinos' locals customer base includes a heavy focus on video poker. The casino company operates about 11,000 total video poker machines.

"Given IGT's dominance in the video poker space, we believe odds are relatively low WMS will make meaningful headway in this category," he said. "However, the Station deal is a nice start and initial performance will be critical in determining the potential success of the product."

Station Casinos Corporate Vice President of Slot Operations Brian Eby said the inclusion of a new element to video poker is worth exploring.

"We believe a significant number of our players will find the ability to individualize their favorite poker game with their personal playing preferences as well as the increased functionality," Eby said.

Contact reporter Howard Stutz at hstutz@reviewjournal.com or 702-477-3871.
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