With slot revenue waning as the US entered a recession in 2007-2008, manufacturers were forced to get creative in an attempt to gain market share. Luckily for smaller vendors attempting to gain a foothold, technical advances arrived just as the market was preparing to rebound. Casinos saw sharp declines in customers throughout the recession while also dealing with aging machines across their slot floors. Operators invested in the slot business to remain relevant to customers as economic pressures began to ease. As these slot refreshes got underway across the country, slot vendors began offering new pricing options such as daily fee and leased machines. New features including video capabilities and wide-area progressive games increased prices but also improved customer stickiness, generating more revenue than traditional slots. The increasing focus on slot floors coincided with the release of these next-generation machines, allowing smaller manufacturers like Konami, Williams, and Bally to pull share away from established leaders, primarily IGT. The ability of these newer vendors to adapt quickly to changing technology and player preferences came at the perfect time to turn the tables on their competition.
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Data sourced from monthly Verbatim datasets from 2009-2014