experts call slot machines a sure bet for state\'s tribes

For decades, casino operators in Nevada have learned from gambling and are constantly looking for new ways to lure gamblers.
But Indian casino operators in California don\'t need to use a lot of trading skills, and researchers gathered here last week to participate in gambling and risk meetings predict --taking.
The reason, they say, is that California is so eager to play the classic Nevada-
In nearby Indian casinos, stylish slot machines are legal and attract them without the need for flower shelves.
\"Casino cars in California will fill up soon --
Among customers, they are looking for guaranteed profits, \"without having to use any subtle marketing techniques,\" said Bill Thompson, a professor at the University of Nevada.
Meeting host William R.
Edington, director of the Institute for gambling and Business Gaming at the University of Reno, Nevada, agreed.
\"In California, there is no need for too much sophisticated marketing,\" he said . \".
\"They can go after the simple money.
\"This seems to be the case in Nevada on Friday --
Activate stylish slot machines at the tribal casino, modongo, near Interstate 10 in Riverside County desert.
Despite the various types of machines ordered by the casino, the most popular in Friday\'s debut was \"old-
Fashion mechanical reels, \"said Marcus Pratt, spokesman for slot machine maker Bally Gaming and Systems.
\"People are packing up to play the old slot machines.
It shows that there is a real depression
\"The demand for games in California has increased and until now they have been unable to play them,\" Pratt said . \".
\"This is what they have been waiting.
\"However, in the highly competitive Las Vegas market, the story is different, where the fickle gamblers jump from a large market
Researchers and industry executives point out that taking a vacation to another casino, looking for the right combination of machines and atmosphere makes people feel good about betting.
Gary lofmann, chief operating officer of Harrah Entertainment and one of the conference keynote speakers, complained that Vegas gamblers were \"promiscuous customers\" who were not very loyal to a casino. In-
House research shows that Harrah\'s customers spend 64% of their gambling money elsewhere.
If its customers can be tempted to spend 1% more at the casino, that slight improvement will add $20 million a year to harras\'s revenue, lofmann said.
Harrah\'s strategy to achieve this is to maintain a database of 18 million customers to better identify and market their gambling qualities, he said.
Researchers say they have their own ideas on how casinos can attract more customers.
David Kranes, a design consultant who has written a lot about Las Vegas casino, said Las Vegas should develop a smaller, neat \"boutique casino\"
High ceilings and plenty of water to soothe the nerves of gamers.
He even argued that casinos could eliminate the noise of noisy slot machines and replace them with soft music.
\"The casino must feel\" right \"in the subconscious \". . .
\"A player will feel he can win,\" he told his audience . \".
\"The casino needs to appear in the form of a theater.
Another researcher said: \"Other strategies include the use of odors to induce gamblers to wander around slot machines. Dr.
Alan Hirsch reports that when he season a portion of a local casino with floral flowers, the money spent gambling in those locations increased by 45%.
Hirsch said he was not sure how to explain the effect, but he pointed out that nothing in all senses changed a person\'s mood more quickly than the smell.
He suggested that \"maybe they feel happier and more optimistic\" when affected by the floral fragrance \".
While the idea of using the right to spend is new for some casino executives, others are holding back.
\"This old trick has been around for a while,\" Bally\'s Prater said . \".
Other means of attracting gamblers are more blatant.
Dennis McNeilly, a senior medical psychologist at the University of Illinois, said that a casino in the Midwest offered a 50% medical prescription discount to seniors who signed up for the casino slot machine Club.
He said the goal of the casino is to attract more excess shares.
Gambling Market--
Out of loneliness, boredom, or grief for the loss of loved ones, turn to the casino for comfort or distracting gamblers.
At the same time, the gaming industry continues to develop more attractive slot machines. -
This is staggering among the therapists who treat addicts on gambling.
The latest devices include machines that play the popular TV game show Family Feud.
\"If the gambler reaches the\" reward round \", the slot machine will display his face on the screen of the man-made TV camera.
\"Interactive video characters are used by other machines.
A banana.
Rama has a cartoon gorilla and monkey that dances and screams every time it wins-
If the dormitory is not fast enough to fall into the trough and yawn.
\"It\'s more fun to play,\" Al Ferreira said while on vacation at Aptos, California . \"
Play banana-
Rama at MGM Grand Casino
You have to look at this.
\"He reached out to get the screen and gave the gorilla\'s belly a tick. it giggled.
The monkey was amused by him. he ate a banana.
A few minutes later, Ferreira invested another $20.
Researchers from nearby meetings are not required to evaluate the success of this game.
\"Usually when I\'m at home, I drive to Renault to gamble,\" Ferreira said . \".
\"But I will stay in California if Indian casinos can get games like this.