步履维艰的博彩业，让创新助其腾飞

　　今天的一切事情不仅会改变，并且，社会学家托夫勒在他的著作中对未来冲击的预测，使得事情变化的速度将会更快，更迅速。就像这样的一个例子：Kindle电子书阅读器，曾被预示着将会成为2008年最具创新性的新产品。但是两年后，它被iPad击垮，iPad不仅拥有了它的全部功能，还增添了无限多的附加功能。iPad第一代售出时是1500万美元，而14个月后，iPad迅速过时，在市场上被更先进的iPad 2取代。

　　在发展的行业中，地方的需求远远大于供给。一个成熟的行业，是指一个地方的供给与需求相符或者供不应求，像在赌博行业中，想获得成功的人现在就需要采取行动，在现阶段进行游戏的创新。

　　这样，其他的同行业的人受到其影响，竞争力相对下降而被打压下去。

　　例如，在过去的30年，在电视和电影行业中，可以看到不断倒闭的电影院。作为一个自我保护的策略，剧院已重新提供更好的客户体验。他们的解决方案，包括开设更小型和更温馨的多厅影院，还有就是增添各种各样的影片类型，体育场座位有舒适的座椅，并有可移动扶手，有更大比例的屏幕，更多的食品选择。还增加了高清晰度的电影，3D电影，和IMAX。其实，这些变化都出现在影院行业中，并继续蓬勃发展。不幸的是，在很多情况下，他们可能已经不是30年前那些原始影院的老板，他们未能有先见之明，不懂得进行灵活的改变，最终破产。改变影院行业的业主是新兴的一代。

　　像影院行业一样，赌场也有倒闭的危险。技术和法规方面的变革很快就会让大家能够随时随地玩赌博游戏，可以在自己舒适的家里（也许是在72英寸的电视屏幕上），可以在咖啡厅用ipad手机（网络赌场正在使网络游戏可视化）玩赌场游戏，可以在人们经常工作的办公室里，或任何地方，移动赌场都能满足你。

　　有什么是我们可以做的呢，如果我们想将我们今天的客户吸引到明天的赌场？最近，博彩业的未来主义的一部分思想家聚集在拉斯维加斯召开私人会议，为未来的赌场作讨论并制定战略。

　　其中有一件很明确的事情就是，博彩业可以从影院行业的经验中找到制定战略的线索。现在的赌场老板，有些可能是太固定在过去看到的游戏中而未能拓宽一个新的视野。当游戏行业瞬间发生巨变，就会很快被埋没。取得成功的将是那些可以在家里或其他地方玩的游戏，因为它们给玩家创造了一个独特的游戏经验。

　　你可以在家里玩赌场游戏，就像你可以在家看体育比赛一样。但是，在电视上观看游戏难道不会更令人兴奋？随着一些创新思维涌现，赌场应该还可以扎根在你所希望它出现的地方。

　　译文

　　Today things not only change, but as sociologist Alvin Toffler predicted in his book Future Shock, the speed of change occurs at a faster and faster rate. As an example, the Kindle Book Reader was heralded as the most innovative new product of the year in 2008. Two years later it was outdated by the iPad, which not only duplicated its capability, but delivered an infinite variety of additional capabilities. It sold 15 million in its first year. Then the iPad was even more quickly outmoded and off the market only 14 months later, replaced by the more advanced iPad 2.

　　In a growth industry, where demand is much greater than supply, any executive can look smart. In a maturing industry, one where supply meets or out-strips demand, a phase that the casino industry is in now, successful people need to act creatively to stay in the game. Others may not survive as their poorly designed properties will likely suffer or even fail.

　　For example, over the past 30 years, TV and movie rentals have continuously threatened the movie theaters with extinction. As a self-preservation strategy, the theaters have been re-invented to provide a better customer experience. Their solutions have included smaller and more intimate multiplex theaters, a wide variety of movie options, stadium seating with comfortable reclining seats, cup-holders and removable armrests, surround sound, proportionately larger screens, more food choices, high-definition films, 3-D, and IMAX. These changes have in fact saved the theater industry and allowed it to continue to prosper. Unfortunately, in many cases, it was not the original theater owners of 30 years ago that had the foresight and flexibility to change. Many of them went bankrupt. It was a new generation of theater owners that transformed the industry.

　　Like the theater industry, casinos are also threatened with extinction. Revolutions in technology and regulation will soon allow everyone to play casino games in the comfort of their own home （perhaps on their 72-inch TV screens）， in a coffee shop on iPads （visualize internet games being played in every conveniently located Starbucks）， in the office when people are supposed to be working, or literally anywhere.

　　What can be done today that will continue to bring our customers to the casino tomorrow? Recently, a small group of futuristic thinkers related to the gaming industry gathered in a private meeting in Las Vegas to discuss and strategize about the future of the casino. Several of them are quoted in this article.

　　One thing many agreed upon was that the gaming industry should take a clue from the theater industry. Some of the current casino owners may be too rooted in the past to see a new vision for gaming. When change comes, we are either ride the wave or drown in it. Those that succeed will be the ones that create a unique experience for gaming that people can’t get at home or anywhere else.

　　Yes, you will be able to play casino games at home, just like you can watch sports at home. But is it not more exciting to be “at the game” than to watch it on TV? With some innovative thinking, the casino can continue to be the place you’d rather be.