Summit dedicated to bringing 'innovative new games'
Pub Date: 1/1/2009
When GameTech international, the parent company of Montana's Summit Gaming, consolidated its research and development department at company headquarters in Reno last year, the speculation began.
After all, it was only a few years ago when another of Montana's leading video gaming machine (VGM) manufacturing firms, Video Lottery Consultants (VLC), was purchased by Anchor Gaming, which was then subsequently bought up by the world's largest VGM company, international Gaming Technology (IGT).
It wasn't long before VLC and its assets were exported to IGT headquarters, also in Reno, along with a few of the 250 jobs that once boosted the Bozeman economy.
After the Summit R & D department was moved to Reno, the doubtful quickly concluded that GameTech was going to transfer the entire Summit operation there and that talk traveled the Montana industry grapevine.
Further, IGT announced in late November that it was substantially reducing its sales and service operation in the state. The announcement spawned speculation that any futher Montana-specific game versions or upgrades for the 4,000 IGT and VLC boxes still in service in the state would be few and far between. (See next month s Tavern Times for an update on IGT s Montana plans.)
Another of Montana's VGM manufacturers, Fleetwood Gaming, then layed off some assembly personnel and the rumor mill hit high gear.
In the face of such uncertainty, it is understandable that some envisioned a worst case scenario for Montana gaming machine manufacturing including Summit.
Understandable but wrong, according to Kevin Peterson, manager of the Summit operation Billings.
"About our commitment to the market? I moved my family up here and We're here to stay," Peterson says with emphasis.
Though Peterson acknowledges that Montana's gaming environment is challenging at present "we've all got to get lean and mean" he points to a warehouse full of machines waiting to be completed in the company's assembly shops in Billings, just needing final software approval from state regulatory authorities.
In addition, he notes the company has contracts to build logic boards and other components for other manufacturers and that it has been growing into other markets such as Louisiana, South Dakota, Oklahoma, West Virginia and the Caribbean.The company is currently working with a distributor for the Canadian VLT markets. Finally, it is working on licensing and Class III game introductions in Nevada and California.
He says there is a continuous stream of "exciting new products and upgrades, new concepts, in the Summit pipeline now" moving through game development.
"We need to improve our product differentiation on the gaming floor," he says. "we've got to stay creative'; we need to compete with ourselves. We don't want to be too predictable. We're going to continue to release innovative games."
Peterson says Summit remains committed to providing upgrade paths for existing equipment in the field and maintaining its dominant market share in the state, now just short of 40 percent with 6,500 machines working here.
"We continue to focus on building profitable games for operators while providing more entertainment for players," he says. "To do that, we are expanding our line of competitive software options for machine owners."
But beyond software, recent rules changes now allow for new-generation machines to utilize thermal, as opposed to impact, printers. The significantly smaller thermal printers will change door designs and the machine footprint, too, Peterson says. And portable data storage devices such as "thumb" and "flash" computer memory devices will replace printed data audit rolls.
"It's not the 'old days' anymore," Peterson says. But the changing technology will be implemented in a forward push, and not a backward one that could increase machine obsolescence, he quickly adds.
The switch to thermal printers and portable data storage devices allow for a brand new cabinet. Peterson says, "And we've got some great new concepts, some borrowed from international markets. We want to rock this market.
"The next-gen box is done," he says. When the hardware and software upgrades come together in a complete package, then the firm will mount a promotional campaign. At present, there are no plans for the annual April open house as conducted by the company in the past.
"we'll do a show but the timing will be as close to GCD approval as we can predict," Peterson assures, "probably sometime this spring. When customers see the new product, it will be deliverable."
Peterson acknowledges that the game development path in Montana has historically evolved around technological and engineering improvements in graphics, animation, audio and ergonomics, but perhaps the most marked evolution has come in simply offering players more games and betting options. However, that path eventually went over the top, Peterson says.
"We simply have too many games on a lot of machines," he says. The player experience, and the machine return for owners, can be enhanced by reducing the game mix complexity. Fewer but better games may be the key to producing a win/win for players and owners, Peterson contends.
A new software suite for SummIt's Mega-Plex series has been submitted to Gambling Control and is nearing approval, Peterson says. And the older Summit Royal Touch machine (3,000 of them in the field) will also see new upgrades soon. "We're committed to keeping them viable," Peterson says. "There will be different games and new bonus features."
In the meantime Peterson and his family are fitting well into their new environment. They live a little east of Billings and the two youngest children attend school in Worden. The two oldest are in college.
Peterson moved his family to Montana too late last year to claim residency for the purposes of big game hunting licensure, but says it is on his agenda for next year. He has been fishing the Yellowstone River which is "right out my back door," he says, and has been hunting for pheasants, sharptail grouse and turkeys. He did take with a bow a bull elk in Nevada that scored 380 7/8 Pope and Young.
"It has been a good move for us," he says. "I wouldn't have moved here if I wasn't here to stay.
"We're excited about the coming year...new products, new upgrades, new cabinets, concepts and formats."
Source: The Montana Tavern Times, January, 2009, published monthly by Continental Communications, 125 W. Granite St., Suite 102, Butte, MT 59701.