AC Coin & Slot Service Company built its business on the fact it was the exclusive distributor in Atlantic City and the Caribbean for the largest slot manufacturer in the world, International Game Technology.
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The Pleasantville, New Jersey-based supplier relied on that relationship in its early years, and depended upon the distributorship for the majority of its income well into this decade.
AC Coin Slots AC Coin Slot Machines. AC Coin was founded in 1978 just outside the city limits of Atlantic, City, New Jersey. As you can imagine, the location alone has a lot do with the success of the company. After all, being in such close proximity to many of the best casinos in the world never hurts a company of this stature.
However, beginning in the late 1990s, the company’s business model began to change, as AC Coin became the creator of a wealth of proprietary bonus games, which it attached to IGT base games and began selling across the industry. The company’s reputation morphed into that of a supplier of original gaming experiences, rather than a distributor of the products of others.
“Over the past couple of years, (the distributorship) has been a smaller and smaller part of our business,” says Jerry Seelig, the company’s executive vice president and general manager (and the main creative force behind the company’s most successful slot brands), “as we’ve continued to grow other parts of our business.”
That natural progression of AC Coin’s business model came full-circle in early October, when the company announced the sale of its exclusive distributorship rights back to IGT, substantially altering the relationship begun in 1983 when company founder and CEO Mac Seelig signed the permanent distributorship agreement with IGT founder Si Redd. (At the time, Redd’s company had been incorporated for less than a year.)
Caesars free online slots. IGT purchased the distributorship for new IGT machine sales in Atlantic City and the Caribbean from AC Coin for $20.6 million, including $10.6 million in cash consideration. Also, IGT and AC Coin have amended the terms of the AC Coin & Slot proprietary game agreement.
IGT will now have direct access to sell games to casino customers in Atlantic City and the Caribbean. On the other side of the equation, AC Coin will be free to partner with other slot manufacturers around the world to sell its proprietary slot games, and to partner with manufacturers of Class II and central-determinant lottery games inside the U.S.
The new terms enable AC Coin & Slot to sell proprietary games outright, as well as offer a lease-to-own, or traditional lease structures. (Under the former arrangement, all games were sold on a participation basis.)
The company also will retain the right to utilize IGT’s base machines and platforms to continue to develop its future product offerings.
According to Mac Seelig, the new arrangement retains the long-held relationship between the two suppliers, while allowing AC Coin the freedom to explore new markets. He says he expects the distributorship income to quickly be replaced with new business. “Over the years, we’ve been very fortunate to have a great R&D team here,” he says. “We’ve had a lot of inquiries over the years to do this with other manufacturers, so the new arrangement opens up a lot of things for us. We think we’re going to have a lot of people coming toward us at a very rapid rate. We’ve got a great reputation; I think a lot of things will come toward us.
“It’s very exciting-probably the most exciting thing that’s happened for me, other than when I signed the contract with IGT 26 years ago.”
G2E Strategy One constant for AC Coin that will not change is research and development, and for G2E, the company will opt to display its best-new games on established platforms.
Don’t expect hundreds of new games, though. The company is introducing just five new titles. However, they are representative of the best of the company’s proven game platforms.
No deposit signup bonus codes. “Everybody is showing 50 or 100 games-we believe at the end of the day, that’s sensory overload,” says Jerry Seelig. “With the games we are bringing, we wanted to show the durability of the video platform we’ve developed.”
The games build on the success of classic reel-spinning games with mechanical top-box bonuses like the venerable Slotto, but squarely in the video platform.
AC Coin’s prowess in creating community-style games also will be on display. “Love Bug,” being debuted at the show, is a three-player conversion to Slingo and Big Game Show games now in the market.
Three base Triple Double Red Hot 7s games-an IGT stalwart in a 50-line setup-attach to a common game show-style bonus board, including a random “Free Bee” bonus feature that adds credits when a random number of selections on the big bonus board occur without a match.
The company introduces a new platform this year-a two-game community-style format, with two machines linked to an overhead bonus game. In “Rock ‘n’ Roll Legends,” a rocker character appears on the overhead board, and as he blasts out rock tunes, musical notes vibrate from the guitar across a board as credit amounts float upward. When a note intersects with an amount, the player is awarded that bonus.
IGT’s Triple Hot Ice three-reel, 15-line slot is the base game for these two-machine units. As with most of AC Coin’s communal game setups, each player earns bonuses and proceeds through his game individually, with bonuses played out on a shared screen.
“Dream Weaver” is a unique game that uses an IGT Sizzling Wild base game linked to a bonus on the top LCD screen. The bonus screen displays three sets of reels, and a random number of spins occurs. The reel spots display credit amounts. The “Dream Weaver” character appears to decide how many spins the player is awarded on the bonus screen.
The unique twist: On each bonus spin, the player can be awarded up to nine credit amounts. As long as each reel displays a higher amount than the previous reel, the values on each reel are added together.
Finally, “The Munny Returns” features cartoon animation of a mummy monster and a top-box bonus that houses two different bonus events. One of them, triggered by scatter symbols on the reels of a base Sizzling 7s game, is a simple event in which lights flash behind bonus amounts until one is awarded. The unique part of this event is its frequency-it happens every six spins.
The second event is a Slotto-style event that occurs every 65 spins, on average. The mummy’s sarcophagus in a creative top-box display disburses Slotto-style lotto balls to award credit amounts and multipliers.
Jerry Seelig says these five games are indicative of the strength of AC Coin’s platform. “We want customers to understand the fantastic value they are getting from AC Coin, and that our games continue earning at the highest level,” he says. “These are not flash-in-the-pan games that last six months. We still have S-Plus Slotto games (launched in 2000) in the field that are still very successful.”
He attributes this to “an understanding of what players want, and the ability to deliver that in a way that’s unique.”
“While the games change, the players don’t,” Seelig says. “They want to be entertained, and they want to feel they’ve gotten a fair shake from the slot experience. There are a lot of games we have on the drawing board that never make it to market, because we spend painstaking hours to determine how those games communicate with players.
“They know they’re getting a great value from us.”
AC Coin & Slot turns 30 this year, and, unlike some slot manufacturers, the company is celebrating the anniversary with robust sales and a backlog of orders.
“We have our biggest order queue ever,” comments Jerry Seelig, the company’s executive vice president and general manager. “It’s awesome. A lot of the themes we brought out this year are doing very well.” He rattles off the titles—“Super Bankroll Bonus,” “When In Rome,” “Chef’s Daily Special,” “Big Game Show Gold Edition”—of all the games currently performing at up to twice the house average at casinos across the country.
AC Coin is something of an anomaly in today’s slot business: Everything the manufacturer sells is on a recurring-revenue basis—a business model that is falling out of favor in some places—but sales have never been stronger. Seelig credits this success to the slot-maker’s size, and the comparatively low volume of new games developed every year.
There also is an efficiency of operation and low overhead at AC Coin that allow for close attention to each individual game. The company’s proprietary products are all bonus games combined with base games from slot-maker International Game Technology. This frees up the company’s game developers to concentrate on creating unique bonus events.
AC Coin has been IGT’s exclusive distributor in Atlantic City and the Caribbean since 1983—a deal founder and CEO Mac Seelig sealed with IGT founder Si Redd the year Redd’s company was officially incorporated—which provides a steady stream of revenues and another reason the company’s game designers are able to be quick on their feet in responding to what players like.
“While everyone else is chasing things that are light years away, we’re trying to create simple things that work on casino floors today,” says Jerry Seelig. “We continue to build products at a much faster pace, so it’s not a two-year time to market for new products we introduce. We’re able to provide customers with solutions they’re looking for now—recurring-revenue products that earn multiples of the house average.”
What that has meant in recent years has been a constant refining of the game concepts that have proven themselves to be most successful. For AC Coin, that means the product groups that have been the company’s franchise products for the entire decade—the “Slotto” series of top-box bonus games that utilize the lottery-style ball-blower as a bonus event; and the “Bankroll” series of games featuring a top-box bonus that appears as a scrolling sheet of banknotes.
AC Coin’s most successful games in recent years have used one of these two themes, and the most recent incarnations are communal-style games. The first, introduced two years ago, was “Super Slotto;” that giant, eight-station unit was tweaked last year and released in smaller versions. This year, the communal-style genre has been perfected with six-station versions of both Slotto and Bankroll-style games.
“We learned valuable lessons from our Super Slotto launch,” Seelig says. “We’ve reworked the product into a smaller, more manageable format that can fit anywhere on a casino floor.”
The communal-style “Super Bankroll Bonus” has been reworked into a six-station unit. Six base Double Diamond five-reel stepper games are placed in compact, upright cabinets surrounding a giant scrolling top-box bonus apparatus. Several players go into the bonus at once, and players receive the credits and multipliers that wind up above each machine.
“Super Bankroll Bonus was very fun to develop,” Seelig notes. “It gets people sitting very close to each other and sharing a pretty unique experience. The hit frequency is very quick on that game. With players on six games, if you’re sitting for a minute, chances are that bonus device is spinning around and someone is winning.”
AC Coin is launching a beautiful new version of the communal Bankroll-style game designed for the Native American markets, called “Wild Native Spirit.” The base games in this, another six-station communal setup, are three-reel, nine-line versions of the IGT game “3X4X5X Times Pay,” but the banknotes on the roller bonus apparatus employ artwork and images drawn from Native American culture.
“This was only conceived in July, and we’ve already started selling them,” Seelig says. “One of the benefits of being more stealthy is that we can see what themes are working, and we’re able to capitalize on that very quickly.”
The Wild Native Spirit game also is being released in a stand-alone version.
One other new game in the Bankroll genre is a communal version of “Sparky’s Red Hot Jackpots,” the popular theme that first appeared in a stepper with a hybrid LCD video/mechanical top-box bonus sequence. In this case, the big scrolling bonus contains both rows of credit amounts and complete rows of multiplier amounts. Each bonus event scrolls the big bonus twice—once for a credit amount and once for a multiplier.
AC Coin is launching several new games in the Slotto genre. “Double 3X4X5X Times Pay Slotto” and “Slotto Big Cash Sweepstakes” each attach the Slotto bonus sphere to one of IGT’s most popular reel-spinners.
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Both games also combine the Slotto bonus round with another popular bonus event, first seen on a slot called “Big Game Show Bonus.” It is a square game show-style bonus board on the face of the slot which multiplies the bonus the player gets from the Slotto balls swirling in the familiar bonus apparatus up to 10 times.
The Big Game Show Bonus slot itself also is being launched in a communal version, with three upright five-reel slots under a giant game board display,
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The communal game style soon will be applied to another legendary AC Coin game, “Empire.” In December, the company will launch a six-station version of the game, which features a miniature Kong-like gorilla climbing the face of an Empire State Building display toward bonus “floors.”
AC Coin also is launching a new series of progressive slots this fall, using several different base games and game styles under the banner “Pay Day Progressive.” The idea is that a progressive equal to a typical paycheck—between $600 and $700—is awarded very frequently. In this case, it’s once every 16,484 spins on average.
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Finally, one theme that has hit several markets running is “Slingo,” a communal-style version of the popular internet game that was originally developed by Dave Lyons, former slot VP of Bally’s Atlantic City. The communal version of Slingo—a combination of “slots” and “bingo”—is a three-machine bank under a giant LCD video display that enables a very frequent communal bonus round. Every 46 spins on average, players go into the Slingo game, with numbers on the individual reels matching up with numbers on the big board, the object being to complete a “Slingo”—all the numbers in a column, row or diagonal on the big Slingo board.
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Seelig says the company’s continuing mission is to find what works in each market, and then to develop products to fit those needs. “We do things in a real-time environment,” he says. “We don’t want to be one of those companies prognosticating what’s going to work in five years. We live in the here and now.”