打造个性化的未来赌场

　　一旦你意识到是什么吸引人们到赌场的时候，你将会获得一个难忘的体验，对你来说会成为巨大的挑战。但是，“伟大的体验”对不同的人来说会有所不同，认为有一种东西能够符合所有人的口味这是非常落后的看法。如何在不同年龄，不同的好恶，不同社会或经济地位，一些停留久，一些停留几个小时或几分钟的客户范围内设立有效的赌场目标？答案当然是要明白，我们的客户都是作为单个人独立存在的。一位顾客都是需要不止一种的选择。她希望获得一些吸引她的东西。赌场针对不同的人提供不同的服务是很必要的，能让每个客户获得最好的体验。

　　未来的赌场将为玩家提供各种各样的选择。我们将更加慎密地设计我们的赌场环境，以满足客户的愿望。赌场的每一部分必须对应不同的人群，满足不同人的愿望。

　　未来的赌场中，游戏市场会划分成不同的部分。因此，大型赌场将分割成更小的分立的游戏区域，设计成客户喜好的空间环境。每一个客户，都将有一个与自己的感觉和性格相融合的环境，为玩家创造一个满意的玩牌地方。我们会确定哪些是对客户群体最有吸引力的，我们将及时提供给玩家。有人曾经说过：“要取得成功，就得找出你的客户想要什么，并提供给他。”

　　“我们的客户将推动我们赌场进一步发展。通过创建独特和多样化的游戏空间，我们将修改我们的赌场风格，使我们的客户看到，我们是真正关心他们的赌场CEO。”利文斯顿·杰夫说。

　　赌场将不再是奴役人的地方，那里会专门设计有适合玩老虎机的赌场环境。未来的赌场（可能超过10年或三到五年之后）的老虎机将有固定的机器。客户将被安置在舒适，不固定且休闲的座位上。以服务器为中心的赌场，让顾客玩的游戏种类繁多，并且方便在各种环境下（即使在户外）摆放。老虎机将有自己独立的赌场空间。

　　赌场的建筑设计将包括各种令人惊喜的创新。这将是大胆的，戏剧性的设计，但也是令人兴奋的，能为大家带来乐趣的设计。有各种各样的“快乐”，可以让玩家们根据自己的个性化需求和愿望，获得丰富的体验。

　　拿破仑·希尔曾经写道：“一个有计划的傻瓜的表现将优于一个没有计划的天才。”赌场的未来与设计密切相关，我们可以弥合赌场设计和赌场性能之间的差距，赢得更多的钱！

　　译文

　　INDIVIDUALITY KEY TO FUTURE CASINO

　　Once you realize that a great and memorable experience is what attracts people to the casino, providing it becomes the challenge. But since a “great experience” represents something different for each person, the dated idea that one-size-fits-all actually doesn’t fit anyone well. How does one casino effectively target the experience desires of a wide variety of customers—different ages, different likes and dislikes, different social or economic status, some that stay for days, some that stay for hours or only for a few minutes? The answer, of course, is in knowing our customers as individuals. A customer wants more than just options. She wants options that appeal to her. Customizing the casino for different people is essential to deliver the best possible experience to each customer.

　　The casino of tomorrow will provide a variety of options that will delight each segment of our market. We will relate more closely to customizing our casino environments to meet the desires of our customers. Each part of the casino must fill the desires of different people, different demographics.

　　The casino of the future will recognize that the gaming market has distinct segments. Therefore, the large casino will be segmented into smaller discrete gaming spaces that are uniquely designed for customer preference. Each will have a distinct environment with its own feel and character, creating a great place to play for each customer. We will identify what is most attractive to each of those customer groups and we will provide it. Someone brilliant once said: “To be successful, find out what your customer wants, and deliver it.”

　　“Our customers will be driving the next evolution of our casinos. We will be revising our properties by creating gaming spaces that are unique and diverse, so that our customers will see that we really care about them,” said Jeff Livingston, a former casino CEO.

　　Casinos will no longer be slaves to the boxes, which will allow much more intriguing slot-playing environments. The casino of the future （more likely three to five years than 10 years） will have slots that are not in fixed machines. Customers will be accommodated in comfortable, non-fixed, lounge-type seating. Games will not be lined up in rows like little soldiers. The computer industry is rapidly moving to “mobile.” Server centric casinos will allow customers to play in a variety of environments （even outdoors）， on a wide variety of conveniently placed, or hand held displays. Slot machines will market themselves, enticing longer play. There will be more game choices and, like Amazon does, there will be a side bar that says: “People who enjoyed this game have also played …”

　　Casino floor design will include variety, invention, and surprise. It will be bold, dramatic, exciting, and fun. It will have a variety of “pleasure options,” so that players can, according to their own individual needs and desires, keep the great experience going.

　　Napoleon Hill once wrote: “A fool with a plan will outperform a genius without a plan.” The casino of the future will be designed related to a “Casino Performance Strategy.” We can bridge the gap between casino design and casino performance--and make a lot more money!

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