SAP’S, LINKS & STANDALONE GAMES – WHAT ARE THE CURRENT TRENDS?

A recent analysis of data over the last few years shows some interesting trends for both Sydney and country clubs. Using Maxgaming data, we have looked at the March results for the last 5 years to pick the changing trends in SAPs (standalone progressive games), links (premium themed links) and standalone games. Just as important as identifying these trends is working out how best to deal with the issues, and take advantage of the gaps.

What’s changed? SAPs, Links and standalone…installation percentage trends

The data indicates that standalone progressive game types have grown in popularity in the last 5 years and there has also been an increase in the number of premium links in both country and city clubs in NSW. In Sydney clubs, SAPs have grown from 32% to 53% of the market, and in country clubs, this has increased from 35% to 60% of the games across an average floor. In Sydney clubs, the standalone games now only make up 25% of their installations with a drop to around 22% in country regions.

Popularity polls….SAPs, links and standalone turnover trends

The turnover trend in Sydney clubs has remained fairly flat over the last 5 years for both SAPs and standalone games, with a small decline only over the last year. In country regions, the decline in the average turnover on SAPs over the last year has been a little more significant at around 4.4%.

In both Sydney (up 29%) and country clubs (up 42%) there has been a large increase in play on premium link products in the last two years, coinciding with the introduction of new games in this product range such as Aristocrats Lightning Link, Scientific Games Lock It Link and IGT’s Megabucks. This is an area worth investing in, particularly if your club has a large number of old premium links with many machines attached.

 

The bottom line…. SAPs, links and standalone net

Largely due to the big increase in their numbers in both country and city venues, the net results for SAP games, in particular, have been declining slightly.  It is important to ensure that these SAP games are working around or above the floor average.

By far the biggest improvement has been on the average net per machine per day for premium links. Sydney clubs have seen, on average, an 11.6% increase, with country clubs at 13.2% up just in the last year on these machines.

The average net for standalone games has been consistently in decline over the last 5 years

 

The bottom line…. SAPs, links and standalone net

In both country and city venues, the SAP games, in particular, are carded much higher than the actual return percentage they are achieving in reality. Links are much closer to their carded percentages. However, we must ensure that we have the games that the players want to play available for them so it is important to include them in the game variety that can be offered. Making sure that the introduction of these types of games is gradual, is much better than adding a large number of them to the gaming floor at once. It is important to remember that the SAP games are still earning 35% more net than standalone games.

Dealing with these game trends can be tricky with many clubs reporting a growth in turnover but a declining or flat net result. From this data, there are some important opportunities and areas of risk

• Ensure you have a mix of all these types of games on the floor. Variety is the key to ensuring you meet as many player markets as you can.
• RTH% (return to house) for SAP games is away from carding on average. It is important to ensure that these games are getting as much turnover through them as possible, so make sure any game in this category that is not around or above average is converted to improve play.
• Check within your own club that you have the right mix of these games by comparing their installation %, to the turnover and net %.
• Look at adding in a small 4-6 machine link instead of more SAPs and place them in different positions to differentiate products. e.g. make the link available inside and SAPs in the smoking area.

 Article by Justine Channing, The Drop.