Slot Manager - January 2009 - (Page 14)

COVER STORY Highlights from AC Coin’s Three Decades of Innovation and Service 1978 AC Coin & Slot begins just outside Atlantic City on July 13, 1978, as founder Mac Seelig has the foresight to predict the growing need for quality service and creative products in the emerging Atlantic City casino industry. offices throughout the United States, including Las Vegas. As its expertise grows, so does its capabilities, with AC Coin & Slot adding custom millwork, glass signage and some of the gaming industry’s most successful ergonomic slot seating systems to their offerings. The company rolls out its first proprietary slot machine, an arcade-style bonus game for IGT’s dollar reel-spinner called Bonus Road Rally. Shortly after comes the next wave of proprietary hits, including Empire and Merlin. AC Coin & Slot Slotto follows, combining the most appealing aspects of both the lottery and slots into one. Other pslot innovations follow with the Mix and Match Series, which includesThe Honeymooners, Miss America Slots, and Double Diamond Girls. Building on the popularity of its Slotto games, the company strikes a joint venture with IGT to introduce Power Slotto. The move increases market awareness of AC Coin & Slot and its product proliferation on casino floors. Also in conjunction with IGT, the company unveils video slots King of the Grill, Little Green Men, Jr. and Bewitched. But, even with its many achievements in video slots, the company never abandons the mechanical reel platform. The success of the Big Roller Series’ Bankroll is proof of the enduring popularity of mechanical reel slots. 1983 AC Coin & Slot becomes the exclusive distributor of IGT slot machines, focusing on creating proprietary games, enhancing customer success and promoting IGT slot machine sales throughout the United States and the Caribbean. As AC Coin & Slot expands, so does the family’s involvement, as Seelig’s three sons, Jason, Jeff and Jerry join the company. 2007 2007 sees the launch of the company’s new Mega Bonus Slots branding initiative. The company finds itself on the leading edge of the community- style gaming trend, through the introduction of one of the gaming world’s most innovative bonusing games, Super Slotto Celebration. Today and Tomorrow As rapid growth in new domestic and international casino markets generates increased demand for ground-breaking games, products and services, AC Coin & Slot officials say the company is ready to deliver, as a proven provider and catalyst to the gaming evolution. —Adapted from AC Coin & Slot materials 1989 AC Coin & Slot creates a leasing division to provide its slot machines to casinos in Atlantic City and the Caribbean. 1990-2006 The company broadens its product representation and territories, opening When something doesn’t go exactly as planned, AC Coin goes the extra mile to make sure it’s corrected. “You gain the trust of the customer when something goes wrong,” he said. Seelig said he is extremely proud of the hard work and loyalty of the employees at AC Coin, which is the largest slot manufacturer/distributor and diversified casino supply company on the East Coast. Today, Seelig’s AC Coin & Slot operates some 3,000 proprietary slot machines in casinos in North America and the Caribbean. As a distributor, the company has installed hundreds of thousands of other machines made by Reno-based International Game Technology. In addition to its proprietary bonusing slot machines and community games, AC Coin creates custom interior signage, sculpted displays, ergonomic seating and slot bases, all of which can be combined to form custom-themed slot environments. The company holds more than 180 gaming licenses in all major gaming jurisdictions in North America and the Caribbean and all Canadian provinces. As a smaller company, Pleasantville, N.J.-based AC Coin has the advantage of being able to turn very fast to adapt to a customer’s needs. Seelig said. “We really listen to our customers. We spend a lot of time with them,” he said. And that’s just good business, Seelig said. Of signs and satisfaction G len Sawhill, vice president of gaming operations, Caesars Windsor, recalled An example of AC Coin custom signage working closely with AC Coin on custom projects at Casino Windsor, before it was rebranded as Caesars Windsor. “Our philosophy and vision – what we were trying to do – really came together” through custom signage and environments developed by AC Coin, Sawhill said. “We were really trying to create environments within our gaming floor.” These were particularly important given the multilevel nature of the property, and the need to guide players to different areas, he said. “Signage has great value on the slot floor, educating and communicating. But you just don’t get it for nice to have – we were able to drive revenue with this custom signage and bank signage,” Sawhill said. Among the projects was the elaborately themed Nickel Mine, which drew players to the nickel slot machines that, at the time, Sawhill said, were “our bread and butter.” Others included the Poker City video poker area, Blues Street and the Land of the Giants, an area that featured six oversized mini Bertha machines. The environments helped increase play and also gave the casino marketing 14 SLOT MANAGER ❘ JANUARY/FEBRUARY 2009 ❘ www.slotmanager.net http://www.slotmanager.net

Table of Contents Feed for the Digital Edition of Slot Manager - January 2009

Slot Manager - January 2009 Contents Editor's Note Quick Hits New Games Cover Story: Going Strong At 30 Game Changer: IGT's REELdepth Operations: Where There's a Will, There's a Way Games: G2E 2008 Slot Report Common Ground Marketing Inside Edge Advertiser Index Forum

Slot Manager - January 2009

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