IGT
Peak Cabinet Series
Designed for Peak Performance on Casino Floors
The Why
After the 10 year success of IGT’s CrystalCore cabinet series, designed by DDSTUDIO, it was time for IGT to introduce a fresh core cabinet to the market. Once again, IGT selected DDSTUDIO as their design partner. IGT wanted a new, low cost hardware configuration that could fill the gaps within the current industry and support operators’ floor refresh needs. IGT’s full team participation empowered all disciplines to deliver their best at each phase of design. Together we created the IGT Peak Design, A new Core Cabinet series that delivers a fresh, cost effective option for casino operators to offer PEAK experiences to their IGT players.
The Who
International Gaming Technologies, (IGT), one of the top three casino gaming manufacturers globally, wanted to add a new, cost-effective, core EGM to their portfolio. They listened to their customer’s unmet needs for a better priced EGM that could support operator requests for flexibility and floor efficiency. In addition, this cabinet needed to delight loyal IGT players and entice new players with cutting edge technology and dazzling game merchandizing. This user centric ‘Core Cabinet’ would be the next generation “Crystal Core” emphatically distinguishing IGT from their competitors.
The How
We wanted to provide the right blend of comfort, aesthetics, usability, convenience and excitement so that every player would feel like this EGM was made especially for them. The program started with a research phase that included feedback from every individual who would have contact with the product, from players and operators to bartenders, field service technicians and game designers to identify pain points and opportunities. The full team was aligned on creating an elevated Core Cabinet experience; attract merchandizing worked in concert with the cabinet, theme and game flow. We collaborated with game designer’s early to ensure that in-play lighting and screen formats would deliver an integrated immersive experience. Brainstorms with HW and SW leads explored new ways to differentiate between core and premium games. In addition, we carefully considered approach to materials and manufacturing (common parts) so that each cabinet is cost effective in its own right.
Location: Las Vegas, Reno
Client Type: Corporate
Industry: Casino Gaming
The Feeling
Tying in Operator perspective with IGT Research Initiatives gave the next generation’s perception of a valuable experience. Touch Points combine together for seamless fun – winning or losing. The positive buzz spreads as all areas are optimized. We have satisfied consumers who are immediately attracted to the new offering and then form a longer-term relationship.
The Experience
IGT ‘s PEAK cabinets deliver a remarkable experience. “Celebrated for its superior ergonomic design and pristine presentation, the PeakSlant49 video slots cabinet is an attention-grabbing focal point on any casino floor. The cabinet’s intelligent lighting and player-convenience features such as an inductive wireless charger, USB port and comfortable 13.3-inch dynamic player panel all contribute to the hardware’s popularity and strong performance”. Roger Pettersson, Senior Director of Marketing Research for Core Video summed it up beautifully “ What I like best is how I feel when I sit and play. This hardware really does make the game superior, and I can really engage in the play experience. That’s what appealed to me, and that’s what I believe an operator ultimately wants – hardware that contributes something memorable and offers the player an experience that they want to repeat”.
