Casino Gambling Officials See Need for Fresh Thinking

Jonathan Halkyard, chief financial officer at Harrah's Entertainment, said gaming companies have to think beyond the big expansions common in the past.

Management at the giant land casino operators is adjusting to the tougher business world the recession has created, and some say the best method to bring customers back to the resorts and gambling floors would be innovation. Jonathan Halkyard, chief financial officer at Harrah's Entertainment, said gaming companies have to think beyond the big expansions common in the past.

Halkyard stated, "Here's an idea: How about innovation? I mean if you look at the slot machine, it's basically the same as it was 75 years ago." Financial concerns and liquidity problems will almost certainly limit the ways casino operators are able to attempt to increase customer base, as improvements in casino style and service may overtake construction as the engine behind growth.

While huge structures have been erected with varying themes along the Las Vegas Strip for the last decade or more, slot machines in land casinos have not kept pace with their online gambling counterparts, which are far more interactive and imaginative in scope.

Halkyard continued, "There has been a shocking lack of innovation around our core product in this industry when compared to virtually any other consumer entertainment product over decades."

Perhaps better bonus games, mixed with imaginative story lines, and interactive controls, might be the start for land-based casino slots. After all, one must first catch up before being able to innovate.