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The recent two-year anniversary of High 5 Casino provides a perfect opportunity to reflect on the growth of High 5 Games' social gaming application. When High 5 Casino premiered in September 2012, its initial success was due in large part to 14 of the company's top-per- forming land-based slots being transferred to a new environment, but the established classics are not the only content driving H5C's popu- larity now. With more than 8.0 million downloads and 100 premium games, video poker and four mobile apps, High 5 Casino is an overwhelming success thanks to an influx of brand-new content from High 5 Games. The rise of High 5 Casino has led to a paradigm shift in the way that H5G makes slots. "We used to make land-based games and then convert them to social and mobile, but now we've reversed the model," said Alexandra Singer, Vice President of Business Development at High 5 Games. "By first creating games for social and mobile, we're able to build up huge audiences for our titles and analyze what play- ers truly want. The success of these games will surely transfer to land-based casinos Continued on Page 37 Continued on Page 26 O s e r C o m m u n i c a t i o n s G ro u p La s V e g a s Tu e s d a y, S e p te m b e r 3 0 , 2 0 1 4 AN INDEPENDENT PUBLICATION NOT AFFILIATED WITH G2E SUCCESS IN SOCIAL GAMING ALLOWS HIGH 5 GAMES TO HONE ITS CRAFT An interview with Paul Gordon, Vice President of Sales, Rymax Marketing Services. GN: With the casino industry seeing an overwhelming amount of change today, what is the most important thing to keep in mind when working with those properties? PG: The changes are multi-faceted and have very distinctive strategies within the casino industry. We have been very vocal regarding the changing demo- graphics and what is needed to attract and satisfy each group. We also have detailed the need for strategies to initiate trial, create organic growth and most importantly, have programs that differentiate. Rymax was the first marketing partner to bring products into programs with high brand equity because we saw the shift in player behavior. Who would have imagined that luxury brands like Michael Kors and Salvatore Ferragamo would be offered in these types of programs five years ago? Or, that categories such as By Scott P. Celella, Chief Project Officer, JCJ Architecture As gaming properties become increasingly challenged by the competi- tive environment and demand rises for a total entertainment experience, decision-making on a property's features and amenities becomes ever more important. Designing the right mixture of amenities is much like creating a cocktail – it takes skill, instinct and experience to combine these elements into a mixture that will be memorable, exciting and leave them thirsting for more. While owners might be tempted by an off the shelf approach to amenity development, we think that an approach that combines solid information and analysis with creativity and personalized solutions will enable owners to yield the best return on investment. Understanding ingredients – knowing the context. Like a good cocktail, the correct blend of amenities comes from an in depth understanding of your property's niche, what the competition offers and what is happening in the marketplace. It is especially key to Multimedia Games will continue to bring its Austin flair this year to G2E, showing 100 unique themes from their extensive game library, the latest titles for Platinum MPX™, The Texan HDX™, a new premium Texas-sized cabinet standing eight feet tall, the never-before-seen Apex V™ Topper, and Cash Boom Bang ® , the lat- est out-of-revenue game for the award-winning TournEvent ® . Taking center stage at this year's booth will be the high-limit room and the sheer volume of original titles from the Austin-based manufacturer. With so much original content being shown, it's clear MGAM means business when it comes to providing its customers and players with a constant stream of fresh content and experiences. From the entertainment-style games such as Gorilla™ and Goldilocks and the Three Bears™, to the gambler-heavy themes, like Crystal Jackpots ® Smokin' 777 ® , Black Diamond™ and the Skyline™ series' Glitter Gulch Jackpots™, Multimedia brought a little something for everybody. In addition to the new themes and high-limit room, the award-winning Continued on Page 37 Continued on Page 37 MARKETING TO THE CHANGING CASINO LANDSCAPE THOUGHTS ON AMENITIES – MIXING THE RIGHT COCKTAIL MULTIMEDIA GAMES CAME TO PLAY THIS YEAR AT G2E 2014