John Acres is a visionary. Having invented such things as player tracking, bonus jackpots, and many other innovative slot programs, he is now going back to his roots and trying to rediscover what made casino gaming so compelling just a few short years ago. In this discussion, GGB Publisher Roger Gros and Editor Frank Legato drill down into the player’s experience. Acres talks about the “hero’s journey” and how that can help casinos serve their customers better. He talks about the need to provide more personalized service to make the customer feel special, as well as giving the player a better chance to win to complete that journey. And he talks about the pluses and minuses of new technology and how to get the most out of it. The interview was held at Acres’ Las Vegas office in May.
